Efik women from Calabar performing their traditional dance on the street during Calabar Carnival Festival at their capital Calabar, Cross River State, Nigeria. In recent times, Africa has been said to be the fastest growing tourism region with international arrivals reaching a 7.5 percent increase over that of the previous year with 360 million tourists recorded in 1998, 25 million (6.94%) visited Africa (Odunsanwo, 2009
The Calabar Carnival has gone a long way since its inception in 2004, when the then governor of the State, Mr. Donald Duke had a vision of making the state the hub for tourism and hospitality in Nigerian and in Africa. In its first celebration, it featured the Ekpo Cultural group, the Mary Slessor Caravan, Cocoa pod, the low land Gorilla of the last rain forest in West Africa. The Carnival presents a perfect platform from brand visibility for consumer and market awareness.