Berlin – As the curtains closed on the 60th edition of the world’s largest travel trade fair, ITB Berlin, one country dominated the global tourism conversation: Angola. The Southern African nation, which served as the official host country of the 2026 edition, used the prestigious platform not only to showcase its culture and landscapes but to present a bold message to the global tourism industry: Angola is ready to become Africa’s next major tourism powerhouse.
For decades, Angola has been known primarily for its oil wealth. But as the world’s travel leaders gathered in Berlin, the country unveiled a new vision — one in which tourism plays a central role in economic transformation, foreign investment and sustainable growth.
The message from Angolan officials and international partners was clear: a new giant in African tourism is awakening.
A Global Stage for an Emerging Destination
Founded in 1966, ITB Berlin has grown into the world’s most influential travel trade exhibition, bringing together thousands of tourism professionals, investors and media from around the globe each year.
For Angola, hosting this landmark event was more than symbolic. It was a strategic opportunity to position the country as a serious contender in the global tourism market.
The opening ceremony of the 60th anniversary edition of the fair was led by Angolan officials and featured cultural performances, music, and visual presentations highlighting the country’s landscapes, traditions, and heritage. The event introduced the international travel industry to Angola’s tourism brand, “Visit Angola – The Rhythm of Life,” which reflects the country’s vibrant culture and natural diversity.
From waterfalls and deserts to beaches and forests, Angola presented itself as a destination of extraordinary contrasts — one that remains largely unexplored.
Tourism: Angola’s “Green Oil”
Behind the celebration and cultural diplomacy lies a powerful economic strategy. Angola’s government is seeking to diversify its economy away from oil, which has historically dominated national revenues.
Tourism has now been identified as one of the country’s most promising sectors.
During ITB Berlin, Angola’s Minister of Tourism, Márcio de Jesus Lopes Daniel, described tourism as the nation’s “green oil” — a sustainable economic engine capable of generating jobs, investment and regional development.
Unlike the extractive industries that have historically shaped Angola’s economy, tourism offers opportunities for long-term, inclusive growth.
“Angola is entering a new phase in which tourism potential is being translated into concrete business opportunities,” Daniel said during the high-level tourism leaders’ gathering held alongside the fair.
The government hopes that by investing in infrastructure, easing visa requirements and attracting international hotel brands, tourism can become a key driver of economic transformation.
A Country Rich in Natural Wonders
One of Angola’s greatest strengths is its extraordinary natural diversity.
Stretching across more than 1,600 kilometres of Atlantic coastline, the country combines pristine beaches with dramatic deserts, tropical forests and vast river systems.
Among its most iconic landmarks is Kalandula Falls, one of the largest waterfalls in Africa. The country is also home to the Namibe Desert, where sand dunes meet the Atlantic Ocean in one of the continent’s most striking landscapes.
Wildlife reserves, national parks and wetlands further enhance Angola’s appeal to eco-tourism enthusiasts and adventure travellers.
Tourism experts note that Angola’s biggest advantage may be that much of its natural beauty remains largely untouched by mass tourism.
“From untouched beaches to safari parks and some of Africa’s most impressive waterfalls, Angola is positioning itself as a rising tourism destination,” Euronews Travel observed in a recent report on the country’s growing tourism ambitions.
For travellers seeking authentic experiences away from overcrowded destinations, Angola represents one of the last great frontiers.
Turning Potential into Investment
However, natural beauty alone is not enough to build a tourism industry.
Recognising this, Angola used ITB Berlin to launch a comprehensive investment strategy aimed at attracting global capital to the sector.
At the centre of this initiative is a new investment guide developed in partnership with UN Tourism titled “Tourism Doing Business – Investing in Angola.”
The guide outlines a pipeline of tourism projects across the country, including eco-tourism lodges, coastal resorts, cultural heritage sites and large-scale hospitality developments. It also provides investors with detailed information about legal frameworks, incentives and partnership opportunities.
By offering clarity and transparency, the government hopes to reduce investment risks and accelerate the flow of foreign direct investment into the tourism sector.
Several memoranda of understanding with international companies were also signed during meetings in Berlin, covering tourism infrastructure, transport and hospitality development projects.
The agreements signal a shift from promotion to implementation — a sign that Angola’s tourism ambitions are beginning to move from vision to reality.
Infrastructure and Connectivity
Another key pillar of Angola’s tourism strategy is infrastructure development.
Over the past decade, the country has invested heavily in airports, roads and transport corridors designed to improve accessibility for international travellers.
The opening of the new Dr António Agostinho Neto International Airport near Luanda is expected to significantly boost the country’s aviation capacity, while upgrades to regional airports and road networks will make it easier for tourists to reach remote natural attractions.
Connectivity is essential for a country as geographically vast as Angola. By improving transport links, officials hope to unlock the tourism potential of regions that have historically been difficult to access.
From Berlin to Luanda
The momentum generated during ITB Berlin is expected to continue in the coming months.
Angola is preparing to host the Global Tourism Forum Investment Summit in its capital, Luanda, where government leaders, hotel groups, infrastructure developers and financial institutions will explore new tourism investment opportunities.
The summit is scheduled to take place from 7 to 9 May and aims to strengthen partnerships between public institutions and private investors.
For Angola, the event will represent another step in its strategy to position itself as a serious player in the international tourism market.
A New Narrative for Angola
For many international travellers, Angola remains a relatively unknown destination.
Years of civil conflict and economic reliance on oil overshadowed the country’s tourism potential. But that narrative is now changing.
Angolan officials believe the country is entering a new chapter — one defined by economic diversification, international partnerships and sustainable development.
In Berlin, Angola’s representatives emphasised that tourism is not only about attracting visitors but about building a broader ecosystem of investment, infrastructure and cultural exchange.
