In a renewed bid to harness the economic potential embedded in culture and tourism, the Lagos State Government has announced strategic collaborations with private stakeholders aimed at driving sustainable economic growth in Nigeria’s commercial capital.
The state, through the Ministry of Tourism, Arts and Culture and the Office of the Special Adviser to the Governor on Tourism, Arts and Culture, reiterated its commitment to partnering with industry players to amplify Lagos’s global image as a top-tier destination for leisure, lifestyle, and investment.
This commitment was brought to life with the official endorsement of “Drinks Fest Lagos 2025”, a two-day experiential event celebrating Lagos’s vibrant beverage culture and nightlife ecosystem. Organised by Without A Box PR, the inaugural festival is scheduled to hold on May 30th and 31st, 2025, at Victoria Island, the heart of the state’s entertainment and hospitality hub.
“Drinks Fest Lagos” is positioned to be more than just a celebration of cocktails and good music. It represents an economic platform designed to bridge creatives, entrepreneurs, and international brands, providing opportunities for visibility, networking, and revenue generation. The event promises live entertainment, vendor exhibitions, and showcases from Nigeria’s most popular beverage brands, creating a melting pot of culture and commerce.
Speaking on behalf of the Lagos State Government, the Special Adviser to the Governor on Tourism, Arts and Culture, Idris Aregbe, described the initiative as a strategic fit into the administration’s vision of leveraging soft power for economic development.
“This exciting partnership reiterates our administration’s continued commitment to supporting vibrant initiatives, fostering bold brand collaborations, and building a dynamic community of fun-lovers within a vibrant economic landscape,” Aregbe stated.
He emphasized that cultural events such as Drinks Fest offer a catalyst for job creation, SME growth, and increased investment inflows, while reinforcing Lagos’s brand as Africa’s cultural heartbeat.
The endorsement reflects Lagos State’s increasing shift towards public-private partnerships (PPP) as a model for inclusive development. With tourism contributing over $2 billion annually to the state’s GDP, officials say further investments into arts, culture, and entertainment will directly impact revenue streams and urban development.
The organiser of Drinks Fest Lagos and lead consultant at Without a Box PR, Theodore Nyingifa, expressed gratitude to the Lagos State Government for backing the maiden edition.
“We are incredibly honoured to receive the endorsement of the Lagos State Government. This support validates the festival’s vision and energises our mission to showcase Lagos as the heartbeat of Africa’s nightlife and cultural innovation,” Nyingifa said.
According to Nyingifa, the event is expected to generate a 20 per cent boost in revenue across the tourism and hospitality sectors, as it will attract local and international guests, vendors, performers, and investors. Hotels, transport services, event planners, and artisans are projected to benefit from the economic activity surrounding the two-day event.
Over the last few years, Lagos has cemented its reputation as Nigeria’s most vibrant hub for music, fashion, arts, and nightlife. Events like Art X Lagos, Lagos Fashion Week, and GidiFest have not only drawn international attention but also helped local talents access global platforms.
With Drinks Fest now added to the calendar, stakeholders believe Lagos is well on its way to becoming Africa’s entertainment capital, rivaling the likes of Cape Town and Nairobi.
The Lagos State Government under the leadership of Governor Babajide Sanwo-Olu has consistently identified tourism and the creative economy as strategic growth areas. From infrastructural upgrades of historical sites to support for film festivals and music expos, the administration has shown strong intent to build a diversified economy beyond oil and real estate.
Economic experts believe the move aligns with global trends, where cities are turning to cultural assets and live events to stimulate urban regeneration and attract foreign exchange. According to a report by the United Nations World Tourism Organization (UNWTO), cultural tourism now accounts for 39 per cent of global travel, a trend Lagos appears poised to tap into.
“Events like Drinks Fest can become annual tourism anchors, attracting hundreds of visitors, and transforming host communities through job creation and infrastructure,” said Dr. Kehinde Salawu, an economist and tourism analyst.
Salawu advised the government to complement such partnerships with security, transportation, and waste management reforms to enhance visitor experience and long-term sustainability.
The Lagos State Government’s endorsement of Drinks Fest Lagos 2025 is more than a cultural statement—it is a strategic economic move that signals the administration’s readiness to build partnerships that elevate the state’s tourism profile, create jobs, and drive inclusive development. As the countdown to the festival begins, all eyes are on Lagos as it leverages entertainment to fuel its next phase of economic transformation.