This paper investigates the anthropological dimensions of participation in Nigeria’s hospitality and tourism sector, focusing on individual, group, and corporate actors in Southwest Nigeria in the age of digital connectivity. Based on qualitative fieldwork conducted in Lagos, Ibadan, and Osogbo, the study explores how cultural identity, social networks, and institutional frameworks influence tourism engagement across urban and heritage-rich settings. Findings from interviews, focus groups, and participant observation reveal that individual participation is often driven by leisure, digital self-expression, and identity construction, particularly among urban youth. Group involvement is anchored in cultural heritage, ritual practices, and diaspora connections, while corporate actors prioritize branding, investment, and strategic partnerships. The study employs anthropological frameworks including ritual theory, authenticity, and symbolic interactionism to interpret these dynamics. The paper advocates for inclusive tourism policies that integrate indigenous knowledge systems, promote cultural sensitivity, and support community-based tourism enterprises. Recommendations include participatory planning, heritage preservation initiatives, and corporate social responsibility programs that align with local values and digital transformation goals.

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