ANNUAL SOCIO-RELIGIOUS TRADITIONAL FESTIVALS IN YORUBALAND: SOCIO-ECONOMIC IMPLICATIONS AND CHALLENGES

Abstract

Traditional festivals represent a core element of African Traditional Religion across Nigeria, with most ethnic groups designating specific periods each year for their observance. This research examines these socio-religious festivals in Yorubaland, placing particular emphasis on their economic impact on both local communities and the broader national economy. The study adopted a descriptive research design, combining oral interviews with festival custodians, a phenomenological approach, and secondary data to gather relevant information. Interview data was analyzed through thematic qualitative methods. Research findings indicate that Yoruba people in Nigeria continue to attach significant importance to traditional festival observance. The introduction of modern communication technology has enhanced the festivals' appeal and broadened their reach to a global audience. Notably, several of these festivals have emerged as viable income-generating platforms for host communities and the country at large. The study recommends increased government investment at all levels to make these festivals more appealing to international visitors. Festival custodians should also work to improve the content, packaging, and delivery of festival activities, which would enhance quality and serve as a catalyst for tourist attraction.