Wakanow Acquires Nairabox to Tap Into Africa’s $14.8 B Entertainment Market
Wakanow, one of Africa’s leading travel technology companies, has acquired Nairabox, a Nigerian digital ticketing and event management platform. The move signals Wakanow’s entry into the continent’s fast-growing entertainment and lifestyle market, which is estimated to be worth $14.8 billion.
Expanding Beyond Travel
The acquisition marks a strategic step in Wakanow’s plan to evolve from a pure travel company into a broader lifestyle and experience-driven brand. By bringing Nairabox into its ecosystem, Wakanow aims to connect travel and entertainment, offering users not just flight and hotel bookings, but also access to concerts, festivals, movies, and other live experiences across Africa.
Nairabox, founded in Lagos, has built a platform that simplifies event discovery, ticketing, and payments for users and organizers. It also supports digital experiences across cinema, music, and lifestyle events. Integrating this with Wakanow’s travel infrastructure allows the company to offer bundled experiences, such as travel-and-event packages or destination-based entertainment deals.
Leadership and Integration
As part of the acquisition, Wakanow appointed Tobi Andero as Head of Business for Nairabox. His role involves driving the platform’s growth and ensuring a seamless integration into the Wakanow ecosystem. Wakanow said the move is aimed at deepening its presence in Africa’s digital lifestyle space while maintaining its commitment to innovation in travel technology.
The Nairabox platform will continue to operate under its existing brand but will now leverage Wakanow’s scale, customer base, and technology infrastructure. This partnership is expected to enhance both companies’ ability to deliver end-to-end experiences, from booking a trip to attending major events across African cities.
Tapping into Africa's Double-Digit Growth Economy
Africa’s entertainment and media industry h as grown significantly over the past decade, driven by urbanization, a young population, and increased smartphone penetration. Nigeria remains a key hub, with its film, music, and live events sectors expanding rapidly. According to PwC’s Africa Entertainment and Media Outlook, the region is on track for double-digit growth, making it one of the world’s most promising creative economies.
By integrating travel and entertainment, Wakanow is positioning itself to tap into a market where consumer spending on experiences continues to rise. The acquisition comes at a time when digital payments, online bookings, and mobile ticketing are becoming more mainstream, creating opportunities for companies that can merge convenience with access.
The Vision for an Integrated Ecosystem
Wakanow’s portfolio already includes travel platforms such as Wakanow.com, Roomde, and Onburd, serving millions of travelers across Africa and beyond. With Nairabox now part of the group, the company plans to scale its operations into new verticals, combining technology, mobility, and entertainment under one umbrella.
The acquisition highlights a broader trend among African tech companies expanding horizontally to create integrated ecosystems. For Wakanow, this move reinforces its goal of being not only a travel solutions provider but also a key player in Africa’s growing experience economy.
