Nigeria stands to benefit significantly from a global leisure travel revolution that will see spending triple to $15 trillion by 2040, this is according to a new report by Boston Consulting Group (BCG).
Titled: ‘Unpacking the $15 Trillion Opportunity in Leisure Travel’, the report said the country 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.
Nigerian professionals are pioneering the future of travel, with 73per cent planning to combine business and leisure trips—significantly higher than traditional markets like the United States (15per cent), United Kingdom (22per cent), and Germany (30per cent). This positions Nigeria as a key driver of new travel patterns reshaping the global tourism industry.
The BCG study surveyed approximately 450 Nigerian travelers as part of a global research initiative covering 5 000 travelers across 11 countries, examining travel motivations, booking behaviours, and future planning intentions.
It stated that the country 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. Nigerian travelers are already growing in importance for global tourism while their home country offers exactly what tomorrow’s travelers are seeking—rich cultural experiences, spiritual destinations, and safety-conscious travel options,” BCG Managing Director and Partner, Tolu Oyekan, said.
Nigeria’s destination advantages align perfectly with emerging travel trends. The study identified a growing ‘safety’ traveler 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 travelers who seek destinations prioritising environmental and social responsibility while offering group-friendly accommodations.
Additionally, 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 travelers seeking religious experiences, cultural exploration, and heritage tourism.
As Africa’s largest economy, Nigeria naturally attracts business travelers, 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 travelers’ 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 travelers 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 travelers 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.
BCG Managing Director and Senior Partner, Lara Koslow, said: “The travellers of tomorrow look different—who they are, who they travel with, what they expect, and how they make decisions. 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.
