Tourism Reimagined: Nigeria’s experience economy

The aroma of grilled seafood and freshly baked bread drifts from new fine-dining spots across Victoria Island, while live Afrobeats pulse from rooftop bars nearby. In Lekki, a boutique hotel hosts a packed wellness retreat, while far away in Yankari, adventure seekers set out on guided hikes. These scenes capture a new chapter in Nigeria’s economic story: the steady rise of the experience economy, where value is no longer just measured in barrels or banknotes, but in moments. As oil revenue fluctuates, more Nigerians are opting to spend on expe

The aroma of grilled seafood and freshly baked bread drifts from new fine-dining spots across Victoria Island, while live Afrobeats pulse from rooftop bars nearby. In Lekki, a boutique hotel hosts a packed wellness retreat, while far away in Yankari, adventure seekers set out on guided hikes. These scenes capture a new chapter in Nigeria’s economic story: the steady rise of the experience economy, where value is no longer just measured in barrels or banknotes, but in moments. As oil revenue fluctuates, more Nigerians are opting to spend on expe