Creator Economy Tourism: How Nigerian Content Creators Drive Travel & Culture

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Tourism in Nigeria is changing fast, and content creators are right at the centre of it. They are part of what many refer to as the creator economy tourism. 

With just a phone and an internet connection, young Nigerians are showcasing the country’s culture, food, and local sights in fresh and innovative ways.

In 2023, Nigeria recorded 1.2 million international visitors and approximately 3 million domestic trips, representing a 20% increase from the previous year. Traditional advertising and government campaigns are not the only factors driving this growth. 

Much of it comes from videos, photos, and posts shared daily on platforms like Instagram, TikTok, and YouTube.

These creators are not just sharing content for fun. They are shaping how people see Nigeria and what travellers decide to visit.  

 

The Power of Digital Storytelling

The way people plan trips has undergone significant changes. Most travellers now look at social media before they choose where to go. 

A single video on TikTok or a reel on Instagram can shape how thousands of people see a place. This is where the strength of digital storytelling comes in.

Creators use short videos, photos, and posts to show real moments. A 30-second clip of a boat ride in Lagos or a street food stall in Kano feels more authentic than a polished advert. 

Viewers trust it because it looks natural and unfiltered. These stories connect with people faster than brochures or billboards ever could.

YouTube also plays a key role. Longer travel vlogs provide viewers with a more in-depth look at culture, lifestyle, and costs. 

A creator can break down what it feels like to attend a festival or stay in a local guesthouse. For many, these videos are not just entertainment; they are travel guides.

Digital storytelling works because it is personal. Creators talk to their audience as friends, not as marketers. This is what makes their influence strong in driving tourism.

 

How Creators Make Tourism Grow

Content creators in Nigeria are not just posting for fun. They are shaping tourism in real ways, which include:

• Food vlogs: A video of suya in Abuja or amala in Ibadan does more than show a meal. It brings attention to local food spots. Many small restaurants have seen a surge in new customers after a single viral clip.
• Travel reels: Short videos of waterfalls in Plateau, beaches in Lagos, or historic sites in Enugu spark curiosity. These reels turn hidden landmarks into must-see places for travellers.
• Lifestyle posts, from showcasing how to dress for a festival to highlighting hotels in new cities, blend tourism with culture. It provides viewers with practical reasons to visit, not just beautiful pictures.
  

Step by step, these creators are helping tourism grow. They turn everyday moments into stories that inspire people to pack a bag and see Nigeria for themselves.

 

Showcase Creators Who Made Landmarks Go Viral

Several Nigerian creators have turned local landmarks into viral sensations. Their follower counts and video reach show how online influence translates into real-world tourism.

 

1. Lade Ibikunle

On TikTok, she has over 99,000 followers and more than 1.95 million likes. On YouTube, she has over 9,000 subscribers and 479 videos. 

Her clips of Yankari, Obudu, and Agbokim have brought these sites renewed attention.

2. Steven Ndukwu

His YouTube channel has 661,000 subscribers and millions of views across 231 videos. His Instagram boasts over 303,000 followers.

Videos such as his La Campagne Beach feature gained hundreds of thousands of views, pushing the resort into the global spotlight.

 

3. Odenike Oresanya (@heynikeh)

She has 69,000 Instagram followers and over 43,000 followers on TikTok and is known for visiting all 36 states.
Her focus on safe solo female travel has inspired many women to explore destinations with greater confidence.

4. Niyi Fagbemi (@theniyifagbemi)

With 21. With 9,000 YouTube subscribers and 321,000 Instagram followers, her drone shots and festival reels have made Nigerian skylines and cultural events more appealing to travellers.

 

Economic Impact of Creator Economy Tourism

Social media creators have turned hidden Nigerian landmarks into trending spots, and this attention has begun to generate real money for tourism.

Boost in Local Tourism Spending

 Viral content around sites like Ogbunike Caves or Kajuru Castle has led to spikes in weekend visits. 

For example, after Tayo Aina’s YouTube videos on Kajuru Castle crossed 1 million views, tour operators in Kaduna reported a noticeable increase in bookings. Local hotels also recorded higher occupancy rates.

 

Job Creation and Informal Economy

Tourism activities around creator-promoted sites support jobs in transportation, hospitality, and street vending. 

A 2022 NTDC report estimated that every 100 new tourists generates around 18 indirect jobs in the Nigerian economy.

 

Community Development

When rural sites gain exposure, local businesses, from food vendors to craftspeople, benefit. 

For instance, James Ume’s viral TikTok videos about Ngwo Pine Forest led to an increase in day-trippers, which boosted sales for traders in the area.

 

Global Visibility and FDI Interest

Viral travel content showcases Nigerian destinations to international investors. Travel start-ups like Jand2Gidi reported new interest from diaspora investors after locations trended globally on Instagram and TikTok.

 

 

Monetisation Models for Creators

Creators aren’t just inspiring travel; they’re also building businesses around tourism storytelling. Some of the ways to make money as a travel creator include:.

• Ad Revenue & Sponsorships: YouTubers like Tayo Aina earn ad revenue from high-view travel content, while brands such as travel agencies and hotels sponsor features.
• Affiliate Marketing: Influencers often link flight, tour, or hotel booking platforms in their content. Every booking through those links earns them a commission.
• Content Licensing: Tourism boards, documentaries, and brands seeking authentic Nigerian visuals sell or license high-quality drone shots and vlogs.
• Merchandise & Personal Brands: Some creators launch lifestyle brands, such as selling travel gear, clothing, or digital guides related to the destinations they showcase.
• Tourism Partnerships: A growing number of influencers are partnering directly with state tourism boards.
  
  For instance, in 2022, Lagos State Tourism partnered with Instagram influencers to promote cultural festivals, giving them both exposure and payment.

READ MORE

• Top Nigerian Travel Influencers in 2025 Changing Local Tourism
• How To Make Money as a Gen Z Travel Influencer in Nigeria (2025
• How Travel Micro-Influencers Are Changing the Tourism Industry in 2025

 

Challenges of Creator Economy Tourism

The Nigerian tourism industry has benefited from the creator economy, but influencer travel content has its drawbacks.

• Poor Infrastructure and Accessibility

Many tourist sites lack adequate roads, reliable electricity, or basic amenities. In a 2023 vlog, Tayo Aina admitted that filming at rural attractions was sometimes “harder than the journey”. Itself,” because of poor transport and safety concerns.

 

• Limited Funding and Sponsorships

Unlike in Europe or the US, where tourism boards actively sponsor content creators, many Nigerian influencers still self-fund trips.

Travel vlogger Amarachi Ekekwe once noted that “creators often pay their way and hope for viral reach before brands notice.”

 

• Monetization Gaps

Platforms like YouTube and TikTok pay Nigerian creators less due to regional ad rates. This makes it challenging for them to scale compared to creators in countries with higher CPMs.

As one Abuja-based travel TikToker put it, “It’s the same video that gets millions abroad and earns hundreds, but here you get tens of dollars.”

 

• Security Concerns

Rising insecurity in parts of Nigeria discourages creators from exploring certain regions.

Influencer Onyi Moss highlighted in a podcast interview that safety checks often double filming costs and limit the destinations they can showcase.

 

• Copyright and Content Theft

Creators complain about brands or pages downloading their videos without credit. In 2022, a viral clip of the Osun-Osogbo Festival, initially created by a local YouTuber, was reposted by larger pages, leaving the creator uncompensated.

 

Conclusion

The creator economy tourism space in Nigeria is rapidly growing, driven by influencers who showcase local culture, cuisine, and hidden destinations to a global audience.   

With stronger partnerships between creators, tourism boards, and policymakers, Nigeria can fully harness the power of digital storytelling to become a competitive tourism hub.

 

Showcase Nigeria Through Your Lens – Join Our Open Call for Creators

Are you a photographer, videographer, or content creator passionate about capturing Nigeria’s beauty, from fashion runways and cultural festivals to tourist landmarks and local events? Our Open Call for Content Creators in Nigeria is your opportunity to get featured, collaborate, and bring authentic Nigerian stories to life. Whether you’re into travel, lifestyle, or visual storytelling, we want to see Nigeria through your eyes.

 Explore more stories on tourism in Nigeria – from cultural gems to hidden travel destinations.

 

FAQs

1. What Is Creator Economy Tourism?

Creator economy tourism refers to how influencers and digital creators use platforms like YouTube, TikTok, and Instagram to promote travel, culture, and destinations, often shaping how audiences view a country.

2. How Does Creator Economy Tourism Benefit Nigeria?

It boosts visibility for hidden tourist spots, drives local business patronage, creates jobs, and inspires interest in domestic and international travel.

3. What Are The Main Challenges Nigerian Travel Creators Face?

They struggle with poor infrastructure, low monetisation rates, limited sponsorship, insecurity in certain areas, and burnout from audience pressure.

4. Do Nigerian Creators Earn Enough From Tourism Content?

Earnings are relatively low compared to those of Western counterparts, due to weaker ad rates and fewer sponsorships. Many rely on brand deals or personal funding.

5. How Can The Government Support Creator Economy Tourism?

By investing in infrastructure, creating funding schemes for travel content, forming partnerships with influencers, and protecting creators from content theft.