The New Yam Music Festival (NYMF), is poised to deliver a significant economic boost to local businesses as it attracts a global audience to celebrate Igbo culture and the harvest season.
The festival, scheduled for December 14 and 15 at the Amadeo Event Center in Enugu, which marks the end of the Igbo farming season and showcases vibrant cultural displays, is expected to draw thousands of visitors, including Ndi Igbo from the diaspora and international tourists, creating a ripple effect of opportunities for Enugu’s entrepreneurs.
Organizers announced on Monday that NYMF 2025 will feature a rich lineup of cultural celebrations, including masquerades, indigenous dances, yam feasts, and performances by top Igbo artists blending traditional and contemporary music. With the event’s global appeal, having previously toured countries like Portugal, the Netherlands, the United Kingdom, Qatar, and China, local businesses in hospitality, tourism, and retail are gearing up for a surge in demand.
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Mr. Big Sea, co-founder of the festival and key stakeholder in Heritage and Culture, the parent company of NYMF, in a press statement, said the festival was conceived as more than a cultural celebration.
“It is a movement that reconnects people to their roots while opening the door for global audiences to experience the richness of African culture,” he said.
The organisers said the 2025 edition builds on the success of last year’s festival, which drew over 3,000 attendees including government officials, royal fathers, celebrity guests and cultural icons. This year’s event is supported by the National Council for Arts and Culture (NCAC), the Enugu State Ministry of Culture and Tourism, and the Enugu State Ministry of Agriculture and it is expected to be bigger, louder and more global, positioning Enugu as a hub for creativity, tourism and international cultural exchange.
In addition to music and cultural performances, NYMF 2025 will spotlight achievements in farming, business, arts and community, and will bring together global brands in tourism, hospitality and lifestyle to provide visitors with a premium cultural experience. The festival aims to bridge generations and geographies, showcasing the enduring importance of heritage, rhythm, and pride in Igbo culture.
Royal Ibeh
Royal Ibeh is a senior journalist with years of experience reporting on Nigeria’s technology and health sectors. She currently covers the Technology and Health beats for BusinessDay newspaper, where she writes in-depth stories on digital innovation, telecom infrastructure, healthcare systems, and public health policies.
