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Wakanow Positions for $38BN Revenue Boom in Africa’s Travel, Tourism Sector 




With Africa’s travel and tourism market revenue projected to hit $38 billion by 2028, Wakanow, a prominent online booking player in the sector, is leveraging advanced technology to be part of the sectorial boom.

This is according to the Group Chief Executive Officer of Wakanow, Bayo Adedeji who led its team at the recent Wakanow Unpacked event in Lagos.

The Africa’s foremost technology-driven travel and fintech conglomerate, unveiled a suite of innovative products poised to revolutionise the travel and finance industries while delivering an unparalleled level of customer experience.

Adedeji said: “In Africa, the travel & tourism market is projected to reach a revenue of $38 billion by 2028; the number of users in hotels is expected to rise to 120 million users by same year; the largest business in this market is hotels, which is projected to have a market volume of $12 billion in 2024; while online sales are projected to generate 75% of the total revenue in the travel & tourism market by 2028.”

He said these informed the renewed vision of the company to expand in Africa and beyond to ‘take over the world in years to come’ by continually leveraging technology to improve its services to meet various demands in the sector.

According to him, Wakanow currently operates in 11 countries of Nigeria, Ghana, Sierra Leone, Gambia, Togo, Liberia, Cameroon, United Kingdom, Dubai, Senegal and Benin Republic, while it is ready for geographical expansion to Kenya, Uganda, Tanzania, DRC Congo, Burundi, Ethiopia and Rwanda.

He said: “Wakanow is expanding its reach across Africa, UAE, Europe and America. Our goal is to bring our innovative travel solutions to more people, making travel accessible and enjoyable for everyone.”

Adenike Macaulay, CEO, Wakanow Nigeria, elaborated on this development saying: “Our newly redesigned website features an intuitive interface and user-friendly features, making it easier than ever for you to access our extensive range of products and services, including a rich selection of flights, hotel and ride options. With these improvements, we anticipate a smoother browsing experience, ensuring that your journey with us is seamless from start to finish.”

Meanwhile, the Group also complemented the expansion with the introduction of, an online booking platform offering a comprehensive range of accommodations – hotels, short-let apartments, and more.

The group said simplifies the process of finding and booking accommodations for travellers worldwide. With a user-friendly interface and access to a vast inventory of accommodations, Roomde promises to improve the way travellers plan their trips.

According to Gbolahan Salami, Senior Vice President (SVP) of Product and Strategy, “ represents our commitment to leveraging technology to enhance the travel experience for our customers, both B2B and B2C alike.”

Further expanding its innovative offerings, Wakanow Group’s fintech subsidiary,, unveiled three cutting-edge products set to transform the way individuals manage their finances.

Ladi Ojuri, CEO of, highlighted, “The Kalabash App, Kalabash Wallet, and Kalabash Naira and USD Card offer users unparalleled convenience and security, empowering them to streamline their financial transactions with ease.

“With features such as top-notch security, multi-currency support, and customizable options, these products are poised to set new standards in the fintech industry.”

Also commenting, Deji Ojo, Chief Technology Officer (CTO) of Wakanow Group, said: “These new solutions are built with the latest technologies to ensure a seamless and secure user experience. Our goal is to provide customers with tools that make their lives easier and more efficient, whether they are booking a trip or managing their finances.”

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