It could be less that he's not into it, and more that he's embarrassed. I know it sounds odd, but I can relate as I get like that sometimes. Getting into something kinky, when you are told what it is and don't really get it, is really hard... sometimes you can make yourself do it, but sticking with it when you feel nothing is just difficult.
You could always try to show him the appeal. It was an approach that was actually taken ON me back when I was still a fresh new college student. I was dating a girl who was into some really kinky stuff, and I really wasn't into much- non bondage tickling was pretty much where I was happy at. In particular, she loved bondage and vibrators, and wanted to get me into it. We tried the whole fuzzy handcuffs thing on her and a back massager as a vibrator but I wasn't really getting into it... it was more awkward than anything. I wanted to give her what she wanted, but my heart was nowhere into it. It didn't help that I felt mildly pressured, being put on the spot to do this 'strange' thing that I wasn't at all getting the appeal of. The whole situation just wasn't lending itself to me converting.
That said, she managed to convert me and was the one who got me into light bondage with the tickling. She snagged a video clip of the hottest girl she could find in a bondage, vibrator orgasm, situation and left it for me to watch on her laptop. It peaked my interest majorly. When I went into the bedroom, she had a sleep mask on, 3 limbs strapped to the bed and was waiting for me to finish the 4th. The sleep mask she later said was in case it would make me feel less pressured.
It worked. =D I was pretty much on board from that point forward. And she also got to learn along with me that I enjoyed bondage tickling. Not that she had a lot of choice but to be my guinea pig that time around... 😀
From personal experience, I'd say try to push it in a way that will appeal to him. Find a tickling video with the hottest girl you can find and present it to him. An attractive girl all tied up and not wearing much would get any "vanilla"'s attention, and might even get him interested in the rest of the stuff going on. Of course, if you are at the point where you trust him enough to be in a bondage situation with him and want to lay yourself out all tied up like an S&M Christmas present, then give that a try, too. Chances are SOMETHING fun will happen with you all tied up, and perhaps tickling will be part of it (especially if he just got done watching a tickling vid). Don't forget the blindfold- helps a lot to keep someone who is just starting out avoid feeling awkward. They can fumble around and get a "feel" for things (no pun intended) without ever watchful eyes following their every movement expectantly.