Wakanow, one of Africa’s leading online travel companies, has acquired Nairabox, Nigeria’s prominent digital platform for event and cinema ticketing. The acquisition represents a strategic shift for Wakanow, expanding its services beyond travel bookings to the wider experience economy, where travel, entertainment, and digital payments converge.
The move aligns with Wakanow’s long-term goal of creating a comprehensive lifestyle ecosystem. In 2024, the company restructured into a group entity and introduced several new digital products, including Kalabash, a fintech solution, and RoomDe, an accommodation platform.
At the Wakanow Unpacked Expo in Lagos, Group CEO Bayo Adedeji highlighted Africa’s untapped tourism potential: “The opportunity for African travel is far greater than we realise.” He noted that while Africa accounts for 19% of the global population, it captures only 2% of global tourism activity.
The Nairabox acquisition strengthens Wakanow’s vision of connecting travel with entertainment and cultural experiences. “We see tremendous opportunity in the intersection of travel and entertainment,” Adedeji said. “This allows us to offer richer experiences, not just where people go, but how they engage with culture.”
Nairabox is widely recognised for its user-friendly platform, enabling seamless booking of concerts and cinema tickets. Its integration with Wakanow allows users to plan entire experiences flights, accommodation, and entertainment—within a single digital ecosystem.
Tobi Andero, now Head of Business for Nairabox under the Wakanow Group, will focus on expanding the platform across Africa, making cultural and entertainment experiences more accessible and connected to travel services.
For Nairabox co-founder Ugochukwu Jay Chikezie, the acquisition marks a pivotal moment. “This marks an exciting chapter for Nairabox and for entertainment in Nigeria,” he said. “Together, we’re building a future where access to unforgettable experiences becomes simpler and more connected than ever.”
The acquisition reflects a growing trend in Africa’s digital economy, where companies move from single-purpose apps to integrated lifestyle platforms. Wakanow has already demonstrated its commitment to innovation with services such as Pay Small Small, which allows customers to pay for travel in instalments, and Amina, an AI-powered chatbot enhancing customer service.
Although financial terms of the deal were not disclosed, the timing is strategic. Africa’s travel and entertainment market is projected to grow to nearly $15 billion by 2025 and $38 billion by 2028. By integrating Nairabox, Wakanow positions itself as a key player in shaping this expansion.
With this acquisition, Wakanow is redefining travel in Africa, building a future where journeys are not just about destinations but about immersive, culturally rich experiences that combine travel, entertainment, and seamless digital payments.
