<p>This study examines the conservation challenges and economic potential of vernacular architecture in Oke-Idanre, Nigeria, a culturally significant heritage landscape. A mixed-methods approach was adopted, combining structured field observations, questionnaire surveys (<i>n</i> = 114), and in-depth interviews with key stakeholders.150 questionnaires were distributed, in which 114 were returned (76% response rate), and 30 in-depth interviews were conducted with stakeholders. Quantitative data were analysed using descriptive statistics and Pearson correlation, while qualitative data were subjected to thematic analysis. Findings reveal that conservation efforts are constrained by irregular funding, weak institutional capacity, inadequate stakeholder engagement, poor documentation, political instability, and the absence of adaptive reuse strategies. The results further indicate a significant inverse relationship between conservation challenges and economic outcomes, demonstrating that ineffective conservation practices undermine the site’s capacity to generate sustainable socio-economic benefits. Despite these constraints, the study identifies opportunities for enhancing heritage value through participatory governance, adaptive reuse, and improved documentation practices. It establishes that integrating conservation strategies with local economic systems can reposition vernacular architecture as a driver of sustainable development. The study contributes to knowledge by providing empirical evidence on the linkage between heritage conservation and economic performance within a developing country context. However, further research is required to apply advanced analytical techniques, such as regression modelling, and to undertake longitudinal and comparative studies across similar heritage sites to better understand long-term economic impacts and causal relationships.</p>