Click to watchAfrica’s online travel group, Wakanow, has acquired Nairabox, Nigeria’s digital platform for event and cinema ticketing. The deal marks Wakanow’s next leap, from booking flights to owning the full experience economy, where travel, entertainment, and payments converge.
It’s not a surprise move. In 2024, Wakanow restructured into a group entity and rolled out new digital products, including Kalabash for fintech and RoomDe for accommodation, to build what Group CEO Bayo Adedeji described as “a holistic lifestyle ecosystem.” Adedeji said at the time that Africa’s travel and tourism potential was far from realised, pointing out that the continent represented 19% of the global population but only 2% of the world’s tourism. “The opportunity for African travel is far greater than we realise,” he said during the Wakanow Unpacked Expo in Lagos.
The acquisition of Nairabox now ties that vision together, offering users a single platform that connects travel with leisure and culture. “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, already a go-to app for concerts and movie tickets, brings that cultural edge to Wakanow’s ecosystem. Tobi Andero will now lead Nairabox as Head of Business under the Wakanow Group, with plans to scale its reach across Africa.
For Nairabox co-founder Ugochukwu Jay Chikezie, joining Wakanow opens new ground. “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 deal mirrors a broader shift across Africa’s digital economy—from single-purpose apps to integrated lifestyle platforms. With innovations like Pay Small Small, which enables instalment travel payments, and Amina, its AI-powered chatbot, Wakanow is positioning itself beyond travel to become Africa’s lifestyle tech hub.
While financial details of the deal remain undisclosed, the move arrives at a pivotal moment. The African travel and entertainment market is projected to reach nearly $15 billion by 2025 and $38 billion by 2028—a future Wakanow now looks set to shape, one experience at a time.
Click to watch
