Onome Amuge
Cross River State’s Governor Bassey Otu has launched the 2025 Calabar Carnival dry run, signaling not only the return of Africa’s largest street festival but also the state’s renewed push to position culture as an engine of economic recovery.
The event, held on Sunday at Millennium Park in Calabar, marked the 20th anniversary of a carnival that has evolved from a local street parade into a regional tourism brand. But beyond the spectacle of costumes and choreography, officials see this year’s edition as a test case for how Nigeria’s underdeveloped creative industries can translate cultural capital into sustainable revenue.
Governor Otu described the carnival as a celebration of reconciliation, unity and creativity, but also as part of a plan to reenergise tourism investment in the post-pandemic economy. “We are not only celebrating unity, but also 20 years of cultural innovation that continues to place Calabar on the global map,” he said.
The 2025 theme, “Traces of Time,” reflects the carnival’s journey through two decades of shifting political and economic landscapes. Launched in 2004 as part of Cross River’s strategy to diversify away from federal oil dependence, the festival has grown into a seasonal economy of its own, employing thousands of artisans, costume designers, choreographers, and hospitality workers each year.
The Otu administration is courting private sponsors and development partners to build out the festival’s infrastructure, digital reach, and international partnerships. Officials say the 2025 edition will emphasise creative entrepreneurship, linking artisans and performers to export-ready opportunities through fashion, film, and digital content.
Nigeria’s creative economy is estimated to be worth more than $6 billion, according to PwC, but much of its potential remains informal. Festivals like Calabar’s, industry observers argue, could serve as structured entry points for creative clusters seeking visibility and financing.
Governor Otu, addressing a crowd of dancers and dignitaries, reiterated that vision. “The Season of Sweetness is not just about governance. It is about joy, culture, and unity. We want the world to see that creativity is the foundation of prosperity,”he said.
