In a strategic move to broaden its footprint beyond flight and hotel bookings, African online travel giant Wakanow has acquired Nigerian digital ticketing startup Nairabox, signifying its entry into the fast-growing experience economy.
Founded by Ogochukwu Jay Chikezie, Nairabox is widely known for providing easy access to cinema and event tickets, and the acquisition positions Wakanow as a player in the intersection of travel, entertainment, and digital payments.
“We see tremendous opportunity in the intersection of travel and entertainment. This allows us to offer richer experiences, not just where people go, but how they engage with culture,” said Bayo Adedeji, CEO of Wakanow Group.
What Does Wakanow Do and How?
Founded in 2008, Wakanow has grown into one of Africa’s leading online travel platforms, providing customers with flight bookings, hotel reservations, vacation packages, and visa assistance.
The company operates with a goal of simplifying travel across Africa through technology-driven solutions that make trip planning seamless and affordable.
Its robust online presence and mobile-friendly interface have made it a preferred platform for millions of travelers seeking convenience and cost transparency.
Over the years, Wakanow has also partnered with key airlines and tourism operators to boost Africa’s travel accessibility and digital adoption.
The Acquisition of Nairabox and Why It Matters
The acquisition of Nairabox marks Wakanow’s foray into the entertainment and lifestyle ecosystem, an expansion designed to create an all-in-one platform that connects travel, leisure, and culture.
Nairabox’s core business model revolves around digital ticketing for concerts, cinemas, and events, and its integration into Wakanow’s ecosystem means users can now book flights, reserve hotels, and purchase event tickets within a single platform.
The move reflects Wakanow’s ambition to redefine how Africans experience travel by merging logistics with cultural immersion.
CEO Bayo Adedeji emphasized that this synergy will “offer richer experiences, not just where people go, but how they engage with culture,” underlining the company’s intent to transform travel into a holistic adventure.
Previous Market Expansion Achievements
In 2023, Wakanow underwent a major restructuring, evolving into a group entity and launching a range of innovative digital products.
Among these are Kalabash, a fintech solution designed to provide flexible travel payment options, and RoomDe, a platform focused on accommodation booking.
These expansions underscored Wakanow’s strategy to diversify its offerings beyond ticket sales, positioning it as a comprehensive travel-tech company.
The acquisition of Nairabox is a continuation of this trajectory, one that brings entertainment under the same roof as travel and fintech, reinforcing Wakanow’s bid to become Africa’s go-to digital ecosystem for lifestyle and mobility.
A Move Towards the Experience Economy
Globally, the experience economy, where consumers value experiences over possessions, is forecasted to be worth billions of dollars in a couple of years to come.
Wakanow’s latest acquisition taps directly into this trend, allowing the company to capture new audiences, particularly younger, tech-savvy Africans who prioritize social and cultural activities as part of their travel goals.
By integrating event ticketing and entertainment, Wakanow positions itself to compete not only with regional travel startups but also with international players that blend leisure with lifestyle, such as Expedia and Airbnb Experiences.
Why This Matters
For Africa’s fast-digitizing travel sector, this acquisition represents a significant leap in ecosystem integration.
With internet penetration across the continent exceeding 40% and mobile payment adoption rising rapidly, Wakanow’s model could set a precedent for how travel and entertainment platforms co-exist.
The company’s investment in Nairabox reflects a growing trend among African tech firms seeking cross-sector value creation, combining travel, payments, and culture to build deeper customer engagement.
As CEO Bayo Adedeji noted, Wakanow is “not just about where people go, but how they engage with culture,” a statement that mirrors the broader evolution of travel into an immersive, digitally powered experience.
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