Picture Nigeria as a vibrant magnet for Muslim travelers, where ancient Islamic cities hum with visitors, halal-friendly beach resorts buzz with families, and festivals pulse with Afrobeats and fashion. This isn’t a far-off dream. As of mid-2025, the global halal tourism market has surged to around $230 billion in spending by Muslim travelers, up from $216.9 billion in 2023, and is projected to climb toward $410.9 billion by 2032. Nigeria—home to roughly 80 million Muslims, nearly half its population—stands poised to lead West Africa in this booming sector. Its northern heritage sites, like the ancient walls of Kano, and natural wonders, like Yankari National Park’s hot springs, could rival the draw of Morocco’s medinas or Malaysia’s halal resorts. Yet, crumbling infrastructure, safety concerns, and a lack of halal standards keep Nigeria on the sidelines. As a senior travel writer who’s witnessed countries like Turkey and Indonesia reinvent themselves as halal hotspots, I believe Nigeria, with its unmatched cultural and natural wealth, can claim its spot as West Africa’s premier destination. Here’s how, informed by the latest developments as of October 2025.
The Allure of Halal Tourism—and Nigeria’s Untapped Edge
Halal tourism, or Muslim-friendly travel, caters to those seeking journeys aligned with Islamic values: meals free of pork or alcohol, dedicated prayer spaces, family-focused accommodations, and often gender-segregated amenities. It’s more than faith—it’s an ethical ethos that prizes sustainability and inclusivity. The sector, which saw Muslim travelers spend $216.9 billion in 2023, is the fastest-growing pillar of the $7.7 trillion global halal economy projected for 2025. Even secular powerhouses like Japan and Singapore have adapted, installing prayer rooms and halal kitchens to lure this affluent crowd. In Africa, South Africa leads with tailored safaris and urban escapes, while Zanzibar’s certified beach retreats pull in waves of visitors.
Nigeria’s assets scream potential. Its northern heartland, steeped in Islamic lore from the Sokoto Caliphate to Kano’s storied walls, could host profound pilgrim-like tours. Yankari’s steaming springs and wildlife safaris promise ethical adventures, while Lagos’s sun-kissed shores beg for alcohol-free resorts. Layer in the nation’s cultural firepower—Nollywood’s cinematic tales, Afrobeats’ infectious rhythms, halal fashion weeks—and you have a cocktail no competitor in Senegal or Ghana can match. Elizabeth Agboola, a sharp-eyed Nigerian tourism innovator, distills it to “faith, food, fashion, festivals, and stories”—a unique blend that could elevate both culture and commerce when paired with tourism. As Africa’s most populous and economically mighty nation, Nigeria is primed as a regional launchpad, especially with intra-African flights on the rise. Recent events like the Halal Expo Nigeria 2025 in August underscore this momentum, spotlighting the country’s role in the global halal ecosystem.
The Barriers—and a Roadmap to Overcome Them
Reality bites, though. Nigeria limps in at 112th on global tourism competitiveness charts, hobbled by potholed roads, flickering power grids, and a scarcity of halal-vetted hotels. Security shadows loom large, particularly in the northeast where Boko Haram’s scars linger, prompting advisories from Ottawa to Canberra. Tourism coffers shrank to $1.5 billion in 2017, a pittance against its promise. Absent a unified halal certification—unlike Malaysia’s gold standard—wary travelers balk. And Nigeria’s marketing? It’s whisper-quiet on the world stage. Agboola laments that while Dubai dazzles, her homeland is still scrambling, starved of policy muscle and funding. A July 2025 study on Nigeria’s halal industry highlights these challenges but also opportunities for growth through better standards and investment.
The fix demands resolve. Kick off with a national halal blueprint, carving out northern heritage trails laced with mosques, Qibla-marked rooms, and certified eateries. Rally the Standards Organisation of Nigeria for airtight accreditations. Pour resources into infrastructure: smoother highways, upgraded airports, eco-resorts sans spirits. Emulate South Africa’s public-private pacts to bankroll it all. Ignite buzz with a “Nigeria Halal Culture Week,” blending spice-laden feasts, runway shows, and sonic showcases to woo partners from the Organisation of Islamic Cooperation. Go digital—team with HalalBooking to beam targeted ads for history hikes or seaside serenity. Train staffs in sensitivity, from salaam greetings to sustainable sourcing. And prioritize safety: fortified tourist corridors, as in Jordan, to shatter stereotypes.
Nigeria’s fresh footprint at the September 2025 Malaysia International Halal Showcase (MIHAS), where a delegation of 21 buyers led West Africa and sparked millions in potential deals across sectors including tourism, hints at momentum. Borrow from Malaysia’s playbook—certified chains, savvy promotion—or Zanzibar’s sun-soaked sanctuaries, and the dividends could cascade. Looking ahead, the upcoming International Conference on Halal Tourism and Islamic Tourism in Abuja on October 25, 2025, offers a platform to forge these paths.
A Vision Realized: From Sidelines to Spotlight
Sustainability must thread every strand, echoing halal’s call for stewardship: think solar-powered lodges and community-led safaris. Agboola rallies Nigeria to vault “from the sidelines to centerstage.” Forge ties with OIC peers, wield apps for real-time halal maps, and nurture domestic jaunts to stoke the fire. The payoff? A GDP jolt from millions of arrivals, cultural bridges built, and a narrative flipped from peril to paradise. Vice President Kashim Shettima envisions Nigeria dominating the $7.7 trillion global halal market by year’s end, with tourism as a key driver.
In 2025’s evolving trends, wellness retreats and cultural immersions are leading the charge in halal travel, areas where Nigeria’s spas in the north and festival circuits could excel. For travelers, this means more options: guided tours of Islamic heritage with halal wellness add-ons, or family beach packages blending relaxation and ethical exploration. Policymakers can prioritize incentives for halal-certified developments, while investors eye the untapped billions.
Nigeria isn’t just West Africa’s sleeping giant in halal tourism—it’s the one awakening with roar. With deliberate strides in policy, investment, and ingenuity—bolstered by recent strides like MIHAS and the upcoming Abuja conference—it can summon the faithful from afar, weaving its tapestry of faith and flair into the global travel canon. The world, ever hungry for authentic escapes, awaits. For Nigeria, the question isn’t if, but how swiftly it seizes this moment to redefine its story on the world stage.
Hafiz Maqsood Ahmed is the Editor-in-Chief of The Halal Times,
