Cross River State projects that this year's Calabar Carnival will generate over N25 billion in socio-economic returns, up from N19 billion last year, as the festival expands its international footprint and attracts record numbers of visitors and corporate sponsors.
The carnival is expected to draw between 700,000 and one million visitors this year, including international diplomats, global media outlets and major corporate sponsors from the banking, telecommunications and consumer goods sectors. The festival ranks among the world's top carnivals and has become a significant pull factor for tourism in the state, which is home to attractions including Obudu Mountain Resort, Afi Mountains Wildlife Sanctuary and Cross River National Park. According to Gabe Onah, the carnival's chairman, 71 international embassies applied to participate in last year's celebrations, with additional countries now expressing interest for this year. The Federal Ministry of Tourism is working with organisers on the international component, with three more countries having offered to participate.
The carnival has become a major source of employment, with Onah noting that the highest number of participants reached 52,000, with each band comprising at least 10,000 people. Youth engage in designing and producing costumes, creating props and other carnival materials. The University of Calabar alone has produced over 15 graduates specialising in Carnival Arts. The festival also generates income through informal sectors, with vendors, sachet water sellers and small food traders benefiting from foot traffic along the 12-kilometre route, though Onah acknowledged it remains difficult to quantify these earnings.
To formalise revenue collection and scale operations, the Cross River State Carnival Commission is partnering with Nugi Technologies to develop digital infrastructure. The system will include online registration, global streaming, voting dashboards and membership apps, allowing spectators and participants to engage remotely. The state-owned Cally Air is also increasing operations, with plans to operate three daily flights from November, up from current rotations. A festival village operates for 30 days, featuring customised booths operated by corporate partners including Guinness.
For savers, borrowers, business owners and investors in Cross River State, the carnival represents a recurring annual revenue stream and employment opportunity, though Onah highlighted that greater private sector engagement is needed to maximise returns. He said government has provided the enabling environment but entrepreneurs must step in with their skills to take ownership. The carnival's expansion reflects sustained commitment from successive state governments since its founding in 1995.