Wakanow, Africa’s leading online travel group, has acquired Nairabox, Nigeria’s leading digital platform for event and cinema ticketing. The strategic acquisition marks a major step in Wakanow’s evolution from a travel booking platform to a key player in Africa’s broader experience economy, where travel, entertainment, and payments seamlessly intersect.
Launched in 2015, Nairabox transformed Nigeria’s entertainment landscape by pioneering barcode technology for ticketing and offering users a simple way to book concerts and cinema tickets. Over the years, the platform has sold more than 10 million tickets, forging partnerships with cinemas, concert promoters, and food vendors to become a household name in the ticketing space.
The acquisition aligns with Wakanow’s long-term vision to build a comprehensive lifestyle ecosystem. In 2024, the company transitioned to a group structure and introduced new digital solutions, including Kalabash, a fintech product, and RoomDe, a platform for accommodation services. These moves are designed to unlock Africa’s tourism potential, which remains largely untapped.
“The opportunity for African travel is far greater than we realise,” said Bayo Adedeji, Group CEO of Wakanow. “We see tremendous potential in the intersection of travel and entertainment. This acquisition allows us to offer richer experiences, not just where people go, but how they connect with culture.”
Under the new structure, Tobi Andero will lead Nairabox as Head of Business, with a mandate to expand the platform’s reach across Africa. Through this integration, users will be able to plan and book entire experiences, flights, accommodation, and entertainment, within one ecosystem, enhancing convenience and deepening customer engagement.
For Ugochukwu Jay Chikezie, Nairabox co-founder, the acquisition represents a defining moment.
“We started this journey in 2015 to change how people accessed tickets for movies and concerts,” Chikezie said. “Today, Nairabox has found a new home in Wakanow. Bayo Adedeji and I have been in discussions since 2022, and our visions align perfectly. Together, we’re building a future where access to unforgettable experiences is simpler and more connected than ever. The journey doesn’t end here.”
While the financial details of the deal were not disclosed, the acquisition comes at a pivotal time. Africa’s travel and entertainment market is projected to grow from $15 billion in 2025 to $38 billion by 2028, creating opportunities for integrated lifestyle platforms to shape consumer experiences.
Wakanow has already established itself as an innovation-driven company through products like Pay Small Small, which allows customers to pay for travel in instalments, and Amina, an AI-powered chatbot that enhances customer service.
By integrating Nairabox into its ecosystem, Wakanow is not just expanding its service offerings, it is redefining travel in Africa. The company aims to make travel more immersive by combining mobility with cultural and entertainment experiences, creating a seamless lifestyle journey for customers across the continent.
