HARNESSING CHRISTMAS VILLAGE AS A TOOL FOR SOCIAL INTEGRATION AND CULTURAL RENAISSANCE IN AKWA IBOM STATE, NIGERIA

Background: Festival tourism is increasingly recognized as a driver of economic growth, cultural promotion, and infrastructural development. The Ibom Christmas Village has emerged as a flagship event in Akwa Ibom State, yet its overall contribution to tourism development has not been empirically documented. Objective: This study examined the impact of the Ibom Christmas Village on tourism development in Akwa Ibom State, with specific focus on its economic, social, and infrastructural contributions. The objectives were to evaluate the event’s influence on local commerce, assess its role in cultural promotion, and analyse its effect on public utility enhancements. Methods: A descriptive survey research design was adopted. Using a multi-stage sampling technique, 384 structured questionnaires were administered to attendees and vendors. Data were analysed using mean scores and percentage distributions. Results: Findings reveal that the Christmas Village serves as a significant catalyst for economic growth. Local SMEs reported sales increases of up to 400%, while the hospitality sector experienced a surge in demand. Demographic analysis shows that the typical tourist is young (55.3%), female (66.84%), and educated, with high visitor satisfaction driving repeat visits. Socially, the event fostered community integration and provided a platform to showcase the state’s rich cultural heritage. In terms of infrastructure, the festival spurred improvements in electricity, security, and waste management. However, challenges regarding the availability of permanent venue facilities persist. Conclusion: The study concludes that the Ibom Christmas Village has successfully positioned Akwa Ibom State as a premier tourist destination. To maximize its long-term developmental impact, further investment in permanent facilities and environmental sustainability is recommended.