Wakanow, Africa’s leading online travel group, has acquired Nairabox, Nigeria’s prominent digital platform for event and cinema ticketing. This strategic acquisition marks a significant evolution in Wakanow’s business model, from facilitating travel bookings to becoming a central player in the broader experience economy, where travel, entertainment, and digital payments intersect.
The move aligns with Wakanow’s long-term vision to build a comprehensive lifestyle ecosystem. In 2024, the company restructured into a group entity and launched several new digital products, including Kalabash, a fintech solution, and RoomDe, a platform for accommodation services.
At the time, Group CEO Bayo Adedeji emphasized Africa’s untapped tourism potential, noting that while the continent accounts for 19% of the global population, it only captures 2% of global tourism activity. “The opportunity for African travel is far greater than we realise,” Adedeji stated during the Wakanow Unpacked Expo in Lagos.
The acquisition of Nairabox is a strategic step toward realizing Wakanow’s vision of integrating 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, widely recognized for its user-friendly platform that enables seamless booking of concert and cinema tickets, adds a cultural dimension to Wakanow’s offerings. With this integration, users can now plan entire experiences, from flights and accommodation to entertainment, within a single ecosystem.
Tobi Andero, who will now serve as Head of Business for Nairabox under the Wakanow Group, is tasked with expanding the platform’s reach across Africa. The goal is to make cultural and entertainment experiences more accessible and interconnected with travel services.
For Nairabox co-founder Ugochukwu Jay Chikezie, the acquisition represents a transformative 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.”
This deal reflects a broader trend in Africa’s digital economy, where companies are shifting from single-purpose applications to integrated lifestyle platforms. Wakanow has already demonstrated its commitment to innovation through services like Pay Small Small, which allows customers to pay for travel in instalments, and Amina, an AI-powered chatbot that enhances customer service.
Although financial terms of the acquisition remain undisclosed, the timing is strategic. Africa’s travel and entertainment market is projected to grow significantly, reaching nearly $15 billion by 2025 and $38 billion by 2028. Wakanow’s expansion into entertainment positions it to be a key player in shaping this growth.
By integrating Nairabox into its ecosystem, Wakanow is not just expanding its service offerings, it’s redefining what it means to travel in Africa. The company is building a future where travel is not just about destinations, but about immersive, culturally rich experiences.
