• Hit The Road Today, founded in 2024, centralizes accommodation, food services and activities to help travelers plan road-trips across South Africa.

• The platform operates as a booking and matchmaking tool for travelers and tourism providers, who can register to offer their services.

• CEO Daniel Adidwa also leads Tour2.0 and The Adidwa Group, adding tourism-sector experience and entrepreneurial background to the project.

He aims to offer travelers a memorable and distinctive experience. He develops a tool focused on route preparation and access to services along the road.

Daniel Adidwa, a South African entrepreneur, serves as co-founder and chief executive officer of Hit The Road Today, an online travel platform positioned around road-trip experiences in the country.

Founded in 2024, Hit The Road Today presents itself as a portal for travelers who want to plan journeys across South Africa by road. The platform supports the preparation of each stage of a road-trip, including accommodation, food and activities, by gathering the relevant services in a single space.

From the homepage, users enter a starting point and a destination. The site then proposes selections of places to sleep, eat or explore along the way. The platform aims to centralize available options and reduce the need for travelers to switch between multiple platforms.

Hit The Road Today functions as a matchmaking and booking tool. It allows travelers to reserve accommodation, meals or activities. It also enables tourism providers to register as suppliers and offer their services to users.

Alongside this project, Adidwa serves as director of Tour2.0, a provider of urban, cultural and community-based tourism experiences in South Africa. He also leads The Adidwa Group, a company active in trade and international development that he founded in 2019.

He graduated from the AAA School of Advertising, where he earned a marketing degree in 2009. He joined J. Walter Thompson Worldwide in 2010 as an account manager for Nestlé Chocolates & Ice Cream. In 2015, he became vice-chair of the youth steering committee of RETOSA in Johannesburg. Between 2021 and 2023, he served as South Africa lead for the British Council’s Innovation for African Universities programme.

This article was initially published in French by Melchior Koba

Adapted in English by Ange Jason Quenum