Beaches are known for their ability to provide people with several services – these are generally referred to as ‘ecosystem services’ and they have been identified as one of the ways through which nature relates to humans. However, beaches in Nigeria are challenged by mismanagement caused by anthropogenic factors. It is expected that people will demonstrate a certain amount of dedication to protecting this ecosystem to address this issue. Sometimes, a person's commitment to conservation is based on the advantages they anticipate or are currently experiencing from the ecosystem, which are a result of their socioeconomic traits. Against this backdrop, this study captured individuals’ commitment as their Willingness to Pay (WTP) for these ecosystem services, assessed their level of awareness of the various ecosystem services provided by beaches and investigated the impact of socioeconomic factors on participants’ willingness to pay. Data were collected using a structured questionnaire and a total of 221 responses were analyzed using descriptive statistics, logistic regression and content analysis. The results revealed that the cultural service provided by beaches was the most common ecosystem service identified by the participants. Furthermore, most of the participants were willing to pay less than $3 for beach maintenance while the major determinants of WTP were age, household size and education. This study recommended that the government should work with other stakeholders to set up programs that would boost people’s awareness of ecosystem services provided by beaches as well as reiterate the need to maintain this ecosystem to ensure continued enjoyment of the services provided.