The Lagos State government, through its Ministry of Tourism, Arts and Culture, has announced an ambitious target of ₦5 billion in sales for the upcoming edition of the trade fair organised in partnership with Naija Brand Chick. 

Spanning three days from 24–26 October 2025 at the Whitestone Event Centre, Ikeja, the mainland edition of the trade fair is designed to merge entertainment, commerce and culture all under the umbrella of the state-government’s “101 Days in Lagos” tourism and culture calendar. 

A Push for Growth in SME, Culture and Commerce

According to Idris Aregbe, Special Adviser to the Governor on Tourism, Arts and Culture, the event plans to empower between 100 and 150 vendors, offering them a platform to generate the targeted sales figure. “It’s ambitious, but we have put in the work to make it achievable,” he said. 

The previous Island-edition of the fair recorded over ₦1 billion in generated sales, a benchmark the organisers aim to significantly exceed at this mainland edition. 

The fair isn’t just about trade stalls,organisers point to it being a “movement where entertainment powers commerce and Lagos creativity fuels economic growth”. Features will include celebrity appearances, live performances, cultural showcases, raffle draws, and discounted shopping opportunities for attendees. 

For vendors, this trade fair offers more than foot traffic: it provides visibility, networking opportunities, and a chance to access larger audiences and possibly new markets. The government has emphasised logistics and marketing coordination to ensure participants optimise the opportunity. 

With this initiative, Lagos State continues to reinforce its strategy of combining culture, tourism and business growth especially for small and medium enterprises (SMEs). The state government has repeatedly stated that tourism’s economic role goes beyond sightseeing,it encompasses buying, selling and economic empowerment. 

As the trade fair approaches, stakeholders and vendors will be keenly watching how actual sales stack up against the targeted ₦5 billion. If achieved, it will be another signal of Lagos’ capacity to use culture-led commerce as a driver for economic activity and entrepreneurship.