Exploring the Nexus of Film and Tourism in Nigeria: A Decade of Destination Nollywood, 2012–2022

Abstract

Over the past three decades, Nollywood, as Nigeria’s booming film industry is widely known, has surpassed both Hollywood and Bollywood with regards to production and consumption size. Due to its commercial success and cultural impact, in recent years Nollywood has often been heralded for its tourism potential within Nigeria and across Africa. However, despite much talk about the potential impact of Nollywood on Nigerian and African tourism, relatively little is known about Nollywood’s actual impact on film tourism and the existing connections between Nigeria’s film and tourism industries more generally. This article discusses the connections between Nollywood and tourism and reviews the efforts and opportunities related to Nollywood film tourism, as reported in the public domain. Based on a content analysis of over fifty newspaper articles and other online available materials, such as websites, blogs and forums, it explores the practices and discourses surrounding Nollywood’s nexus with tourism in Nigeria and across Africa over the past ten years.