The purpose of this study was to evaluate the effects of nicotinic acid (
NA
) supplementation on the meat quality, carcass characteristics, lipid metabolism, and tibia parameters in Wulong geese. A total of 360 twenty-nine-day-old Wulong geese were randomly divided into 6 treatments, and each treatment included 6 pens with 10 birds per pen. Birds were fed a basal diet supplemented with 0, 20, 40, 60, 80, or 100 mg/kg NA for 12 wk. Dietary NA supplementation linearly decreased L* value and increased pH and water-holding capacity in the breast muscle (
P
< 0.05). Increasing NA levels linearly and quadratically decreased shear force of breast muscle (
P
< 0.001). Dietary NA supplementation linearly reduced the thickness of subcutaneous fat plus the skin and percentage of abdominal fat, and enhanced the width of intermuscular fat band (
P
< 0.001). Dietary NA addition linearly and quadratically increased intramuscular fat (
IMF
) content (
P
≤ 0.001). Increasing NA levels decreased serum total cholesterol and low-density lipoprotein cholesterol levels and increased serum lipase activity and hepatic mRNA expression of lipoprotein lipase in a linear manner (
P
< 0.05). There were linear and quadratic effects in serum triglycerides and high-density lipoprotein cholesterol (
HDL-C
) levels and malate dehydrogenase activity with the NA addition (
P
< 0.05). Feeding the NA-supplemented-diets linearly increased tibia length, circumference, fat-free dry weight, and ash content (
P
< 0.001). There were linear and quadratic increases in Ca and P contents with the NA supplementation (
P
< 0.05). According to the quadratic regression analyses fitted to shear force, IMF content, serum triglycerides and HDL-C levels, and tibial Ca and P contents, the optimal dietary NA supplementation was 80 to 90 mg/kg. In conclusion, NA addition enhanced meat quality and IMF content, regulated lipid metabolism, and increased tibia quality of Wulong geese. The dosage of 80 mg/kg NA in Wulong geese aged 5 to 16 wk was recommended.