Nigeria stands to benefit significantly from a global leisure travel revolution that will see spending triple to $15 trillion by 2040.
This was disclosed in a new report by Boston Consulting Group (BCG), ‘Unpacking the $15 Trillion Opportunity in Leisure Travel’ which highlights that the West African nation is uniquely positioned both as a source of innovative travellers and as an emerging destination poised to capture significant share of the booming regional travel market.
According to the report, Nigerian professionals are pioneering the future of travel, with 73% planning to combine business and leisure trips—significantly higher than traditional markets like the United States (15%), United Kingdom (22%), and Germany (30%).
This positions Nigeria as a key driver of new travel patterns reshaping the global tourism industry,it said.
The BCG study surveyed approximately 450 Nigerian travellers as part of a global research initiative covering 5 000 travellers across 11 countries, examining travel motivations, booking behaviours, and future planning intentions.
Besides,Nigeria is strategically positioned to benefit from increased regional travel growth, with BCG’s research showing regional travel will triple to more than $2 trillion globally by 2040. Domestic leisure travel presents an even larger opportunity, projected to reach nearly $12 trillion globally.
“Nigeria represents a perfect storm of opportunity,” said Tolu Oyekan, BCG Managing Director and Partner. “Nigerian travellers are already growing in importance for global tourism while their home country offers exactly what tomorrow’s travellers are seeking—rich cultural experiences, spiritual destinations, and safety-conscious travel options.”
Nigeria’s destination advantages align perfectly with emerging travel trends. The study identified a growing ‘safety’ traveller archetype prioritising security, health, and family well-being. Nigeria’s investment in improved security infrastructure and health facilities positions the country to attract these safety-conscious travellers who seek destinations prioritising environmental and social responsibility while offering group-friendly accommodations.
The country’s diverse religious heritage and cultural richness position it as a prime destination alongside India and Saudi Arabia for spiritual and cultural tourism, catering to travellers seeking religious experiences, cultural exploration, and heritage tourism.
As Africa’s largest economy, Nigeria naturally attracts business travellers, providing a solid foundation for tourism growth beyond traditional leisure travel.
The country can leverage this by developing world-class MICE (meetings, incentives, conferences, exhibitions) facilities and investing in seamless business-leisure integration that allows visitors to effortlessly blend professional obligations with personal exploration.
Nigerian travellers’ balanced approach to digital innovation—embracing AI while valuing human interaction—provides a strategic blueprint for the country’s tourism marketing. Something that Nigeria can harness through AI-powered discovery initiatives ensuring prominence in LLM-based travel searches, while leveraging social media platforms where digitally native travellers seek inspiration.
By using advanced technology to create highly customised travel itineraries catering to individual preferences—whether for spiritual tourism, cultural exploration, or ‘bleisure’ experiences—Nigeria can deliver personalised experiences that modern travellers demand. These tailored experiences, when shared across digital platforms, create powerful word-of-mouth marketing that organically amplifies Nigeria’s destination appeal.
With regional travel set to triple, Nigeria is positioned to capture significant economic benefits extending beyond tourism itself. This includes substantial job creation across hospitality, tourism services, and cultural industries; crucial foreign exchange earnings from visitors; infrastructure development helping broader economic development; and cultural preservation through sustainable tourism practices.
The infrastructure investments needed will create multiplier effects, with improvements in transportation, accommodation, and digital connectivity benefiting both tourism and broader economic development across the country.
“The travellers of tomorrow look different—who they are, who they travel with, what they expect, and how they make decisions,” said Lara Koslow, BCG Managing Director and Senior Partner. “Nigeria is uniquely positioned to both create these travellers and welcome them home.”
Nigeria’s dual role as both creator and destination for the next generation of travellers positions the country to capture significant share of the $15 trillion leisure travel opportunity while establishing itself as a model for responsible tourism development in Africa.
