Daniel Adidwa launched Hit The Road Today, a platform that brings together accommodation, food, and activities in one place for travellers crossing the country.
The startup addresses a real problem many road-trippers face. Before Hit The Road Today, travellers had to jump between multiple websites and apps to book hotels, find restaurants, and plan activities along their route. Adidwa’s platform eliminates this hassle.
How Hit The Road Today Works for South African Travellers
Users enter their starting point and destination on the platform’s homepage. The system then suggests places to stay, eat, and explore along the journey. The platform operates as both a booking tool and a matchmaking service.
Travellers can reserve accommodation, meals, and activities directly through the site. Tourism providers register to offer their services to users planning road trips across South Africa.
This approach taps into South Africa’s growing online travel market, valued at USD 2.54 billion in 2024 and expected to reach USD 5.96 billion by 2033, according to IMARC Group research.
Daniel Adidwa Brings Tourism Experience to Road Trip Platform
Adidwa is no stranger to the tourism industry. He leads Tour2.0, which provides urban, cultural, and community-based tourism experiences in South Africa. He also founded The Adidwa Group in 2019, focusing on trade and international development.
His background includes a marketing degree from the AAA School of Advertising in 2009. He worked as an account manager at J. Walter Thompson Worldwide for Nestlé Chocolates & Ice Cream starting in 2010.
Between 2021 and 2023, Adidwa served as South Africa lead for the British Council’s Innovation for African Universities program. In 2015, he became vice-chair of the youth steering committee of RETOSA in Johannesburg.
Tourism Technology Startups Reshape Travel Planning Experience
Hit The Road Today joins a wave of South African travel technology startups using digital platforms to improve the tourism experience. These companies focus on simplifying bookings, promoting lesser-known destinations, and making travel more accessible.
The Tourism Technology Innovation & Incubation Programme aims to stimulate entrepreneurship in tourism using technology and innovation. This creates a pipeline of young entrepreneurs developing new solutions for travellers.
South Africa’s online travel booking service market generated USD 10.14 billion in 2021 and is expected to reach USD 20.84 billion by 2030, according to Grand View Research.
Digital Platforms Transform African Tourism Industry
The rise of digital platforms across Africa makes trip research and planning more straightforward for travellers. Virtual reality, AI, and data-driven strategies create new opportunities for sustainable tourism growth.
Enhanced digital marketing platforms and customer relationship management systems help tourism providers engage audiences more effectively. This technological shift benefits both travellers and businesses operating in the tourism sector.
Tour2.0, Adidwa’s other company, developed a portfolio of 71 products with local guides and experiences. The company planned to raise funding to expand into new African markets, showing the potential for tourism technology across the continent.
Road Trip Planning Platform Addresses Market Gap
Hit The Road Today tackles a specific need in South Africa’s tourism market. While many platforms focus on flights and international travel, road trips within the country require travellers to use multiple disconnected services.
The platform’s matchmaking approach connects travellers with local tourism providers, supporting community-based tourism development. This model helps smaller businesses reach travellers who might not find them otherwise.
South Africa’s well-developed road infrastructure makes it ideal for road trip tourism. The country serves as the most developed tourism hub on the African continent, creating opportunities for domestic and regional travel.
