Introduction
The year 2023 produced an impressive record for Nigeria’s travel industry, with over 1.2 million foreign visitors and 3 million domestic travels, causing a 20 percent increase over the year before. This impressive record only means that the travel habit of Nigerians is undergoing a significant shift, particularly among young people. Remarkably, travellers between the ages of 18 and 35 made up 65 percent of domestic travel. While this seems intriguing, it calls for research, considering that Nigerian youths were very unenthusiastic about the country’s major tourist centres.
There is a global trend that points travelling industries to dissociate from traditional tourism to lean more towards experiential travel, which prioritises real, immersive experiences over traditional sightseeing. This trend is, however, gaining traction in Nigeria, a nation rich in varied cultures, landscapes, and histories, changing the travel industry and influencing consumer behaviour. Nigerians’ growing preference for experiential travel
Nigeria, the continent’s largest economy, offers the travel industry both opportunities and challenges as a result of the growing interest in experiential travel. For stakeholders hoping to meet the changing preferences of Nigerian tourists, it is essential to comprehend the underlying consumer psychology causing this change. The sector can capitalise on this trend to promote sustainable growth and enhance the country’s cultural fabric by emphasising real, immersive experiences.
Understanding experiential travel: A simple explanation
Let’s go through this realistically: Tunde and Amaka are two friends setting out to tour Badagry, Lagos. Tunde is a traditional tourist who consults a guidebook, takes a few photos before the first storey building of Nigeria, buys some souvenirs, and heads back home. His outing was fascinating but more like tick-boxing against a list.
Amaka has a different path. Instead of just seeing the historical monuments, she stays with the fishermen and watches how they cast their nets. She visits a nearby household and joins them as they prepare coconut rice and hears tales passed down from generation to generation. She participates in a cultural dance performance and hears the rhythm of the talking drum. By the time she leaves, Amaka doesn’t have only pictures—she has memories, encounters, and a newfound understanding of life in Badagry.
This is where experiential travel differs from traditional tourism. Tunde visited the location, but Amaka experienced it. Experiential travel is about sensing, engaging, and making genuine connections with people, cultures, and landscapes. It turns a vacation from mere escape into an intimate, individual experience that lingers long after.
With an increasing number of Nigerians, especially youths on the move, desiring experience more than looking at sights, experiential travel is emerging as the most popular way of world travel. It turns every trip into a story worth telling. In the case of experiential travel, its features include cultural experience, cultural discovery and adventure, and the intention to instigate individual development.
The psychological appeal of experiential travel
The growing trend of experiential travel stems from a deep-seated human need for personal growth, authenticity, and meaningful social connections. Unlike traditional tourism, which often focuses on relaxation and sightseeing, today’s travellers—particularly millennials and Gen Z—are on the lookout for adventures that enrich their lives and help them realise their true selves. Whether it’s trekking through the scenic hills of Idanre, taking part in a traditional Yoruba naming ceremony, or mastering the delicate craft of Aso-Oke weaving in Iseyin, these experiences offer a sense of achievement and exploration that goes far beyond the trip itself. This kind of travel nurtures a bond between one’s identity and the journey, transforming travel from a mere escape from reality into an opportunity to broaden one’s perspective.
At the core of experiential travel lies the quest for authenticity. In a time when commercialised tourism can make every destination feel similar, travellers are increasingly attracted to experiences that allow them to connect with a place on a more profound level. This might involve staying in a local homestay in Calabar, exchanging stories with elders about Efik traditions, or actively participating in the sacred Osun-Osogbo festival instead of just watching from the sidelines. These genuine interactions offer a real sense of place and culture, shifting from passive observation to active involvement. Through these authentic experiences, travellers don’t just observe history and tradition—they become a part of it.
Beyond personal satisfaction, experiential travel also acts as a powerful means of forging emotional connections and creating lasting memories. Studies indicate that engaging directly with one’s surroundings leaves stronger emotional impressions, resulting in more vivid and enduring memories of a trip. This is why people often remember the taste of homemade tuwo shinkafa shared with new friends in Sokoto far more than a standard meal from a hotel buffet. Additionally, in our hyper-connected world, travel has evolved into a platform for storytelling. Social media amplifies the urge to share meaningful experiences, making every journey a narrative waiting to be told.
Read also: Touchdown: Revolutionising Nigeria’s travel industry with virtual reality
The role of social influence in shaping experiential travel in Nigeria
In today’s world of social media, the way in which we shape and book our travels has changed dramatically. Travelers now know about destinations, such as the peaceful canopies in Lekki Conservation Centre, through Instagram reels before even leaving. Or a TikTok that “goes viral” showing an adventurer jumping into the icy waters of Erin Ijesha Waterfall. The power of social media goes beyond exposure; an adventure can be based on shared experience, more travel trends can be dictated by thousands of recommendations, and aspirational demand for destinations where travel is not just about seeing nature but will be immersive and generates social media shareable content.
As Nigerians continue to share travel experiences through social media, we have seen the impact of shared experiences whether it be peer recommendations or travel influencers, as the trend continues to seem more directed to experiential travel. This growing digital culture is reshaping tourism in Nigeria, with many destinations adjusting to appeal to modern travelers. A growing list of destinations, such as the Kajuru Castle in Kaduna, the Obudu Mountain Resort in Cross River, and the Yankari Game Reserve in Bauchi, are influenced as attractions move from tourist experiences to destination staged experiences, such as, group hiking challenges to cultural heritage exposure.
Experimental data of experiential travel in Nigeria does not exist in the literature, although tourism data in Nigeria may provide meaningful context. In 2022, Nigeria saw around 528,000 visitors, placing it 88th in absolute rankings at the global level. In 2020, Nigeria’s tourism receipts reached USD 321 million, although this was a significant decline that was largely attributable to the COVID-19 pandemic. However, there now appears to be a renewed focus on domestic travel, as well as the growing influence of social media, which is expected to increase the number of Nigerians looking for travel experiences beyond sightseeing.
The emergence of experiential travel in the Nigerian tourism sector is both an opportunity and a threat, as it creates a platform for marketing destinations in real-time, generating interest among domestic and international visitors. At the same time, this requires a shift in the industry towards curating authentic experiences of high quality that reflect the changing interests and preferences of Nigerian travelers. By harnessing the influence of digital technologies and enhancing experiential travel offerings, Nigeria has the opportunity to position the tourism sector as a dynamic experience industry that generates economic growth while advancing the experience of culture for travelers.
The shift in travel behaviour and industry response
Nigerian travelers now want trips that mean something and let them dive into local life, not just regular sightseeing. A look at what people buy shows more folks crave getting in touch with cultures, having adventures, and growing as people. This pushes the travel business to offer trips that go deeper and get people more involved.
Online tools are big in this change. About 54 percent of people book their trips on the internet, while 47 percent still go to travel agencies in person for help that’s just for them. Social media also makes people want to travel for experiences by shaping what they like and spreading stories of cool trips, which makes places look more fun to visit.
To keep up with what people want now, Nigeria’s travel world is making things more personal and earth-friendly. Trip planners are putting together one-of-a-kind experiences, and ideas that are good for nature and help local people are catching on. This mix of new ideas and travel that cares about doing the right thing is turning Nigeria into a place for trips that are more lively and responsible.
Conclusion
The rise of experiential journey reflects a fundamental shift in purchaser psychology, emphasising the desire for true, significant experiences. In Nigeria, this fashion gives each demanding situation an opportunity. By understanding and adapting to those evolving possibilities, stakeholders inside the Nigerian tourism industry can create compelling services that resonate with present day vacationers, ultimately contributing to the growth and sustainability of the arena.
Michael Ajassi is an accomplished business executive with nearly a decade of experience in Travel Business Management. He has a proven track record of driving long-term growth and profitability through robust training programs and sound financial strategies.
