In an industry long dominated by conventional travel agencies and routine holiday packages, Nigerian tourism expert Tolu Adesanmi is redefining how travel is marketed and experienced in the country. Widely regarded in industry circles as a “Luxury Tourism Changemaker,” Adesanmi has spent over 15 years blending entertainment, influence, and high-end travel to drive tourism growth.

Adesanmi’s journey into tourism innovation took a defining turn in 2014 with the introduction of what he termed “Influencer Tourism” in Nigeria. The concept, which was largely unfamiliar to the local market at the time, involved curating group vacation experiences that allowed fans to travel alongside popular celebrities, thereby converting celebrity appeal into direct tourism sales.

“The strategy entails creating a group vacation package with popular stars to influence people to book the package for a chance to go on vacation with their favorite stars,” Adesanmi explained during a recent industry review.

Over the years, this model has seen him work with several high-profile figures across entertainment and sports, including music stars Davido and Falz, Super Eagles footballer Odion Ighalo, and Ghanaian actress Jackie Appiah. His work reached a major milestone in 2019 with the widely talked-about Davido Dubai Luxury Group Tour, which stood out not only for its scale but also for attracting corporate backing.

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“Securing a major corporate partnership with a leading bank as a major sponsor was a milestone that changed the perception of what a tourism project could achieve in Nigeria,” Adesanmi said, referring to the First City Monument Bank (FCMB) sponsorship of the tour.

Industry analysts note that the project marked a shift in how tourism initiatives are valued in Nigeria, positioning them as viable commercial ventures capable of attracting major institutional support.

Beyond celebrity-led travel experiences, Adesanmi is the Founder and Creative Director of DubaiAfrika Tourism, where his focus has expanded to building sustainable tourism systems. His vision centres on the long-term viability of Nigeria’s multi-billion-naira tourism industry, with an emphasis on structure, investment, and global destination management.
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“Tolu has a significant professional and hardcore experience as a tourism expert which has aided him in creating the forecast of tourism,” industry observers noted, citing his transition from entertainment-focused projects to broader destination management strategies.

As Nigeria and Africa continue to reposition themselves within the global travel market, Adesanmi remains a prominent voice advocating for premium, professional, and profitable tourism narratives. Stakeholders believe his model offers a blueprint for how influence, structure, and strategic partnerships can reshape the future of African tourism.