Angola hosts the ITB Berlin
Angola showcases tourism potential at ITB
Challenges remain
“Leading Tourism into Balance” is the theme for ITB Berlin Tourism Convention this year, with Angola taking centre stage as the official host under its own theme, “Visit Angola – The Rhythm of Life.”
The southern African nation used the international platform to showcase its rich culture, natural beauty, and growing tourism infrastructure, positioning itself as a top African destination.
At the opening press conference, Angola’s Minister of Tourism Márcio de Jesus Lopes Daniel thanked ITB Berlin, Messe Berlin, and the city of Berlin for their support, praising Germany as a key partner. Hosting the 60th edition of the convention highlights Angola’s growing role in global tourism discussions.
The minister underlined tourism as a cornerstone of economic diversification, aiming to create stable, long-term value beyond the oil industry. Sustainability is central to Angola’s approach, combining economic growth, social inclusion, and environmental responsibility.
Speaking about Angola’s young population, Lopes Daniel said tourism presents significant job opportunities in hospitality, culture, creative industries, and services. He also stressed the importance of training, entrepreneurship, and community-based tourism models to ensure local benefits and long-term development.
The country’s tourism brand, “The Rhythm of Life,” highlights Angola’s vibrant culture, music, dance, and diverse natural landscapes. It seeks to attract visitors looking for authentic and largely untapped experiences.
At the Angolan stand, Network Media Hub (NMH) and the brand Enjoy were welcomed as media partners, reflecting Angola’s interest in regional collaboration, echoing Namibia’s Tourism Expo motto, “Beyond Borders.”
However, Angola’s tourism ambitions face challenges.
In 2025, the country signed a Memorandum of Understanding with ReconAfrica for onshore oil and gas exploration in the Etosha–Okavango Basin in south-eastern Angola, covering 5.2 million acres in ecologically sensitive areas. This region feeds the Cubango–Okavango river system, which supports transboundary ecosystems in Namibia and Botswana. The exploration area also borders Luengue-Luiana National Park, part of the Kavango-Zambezi Transfrontier Conservation Area (KAZA), raising concerns about environmental impacts despite the country’s tourism and sustainability goals.
While Angola works to present itself as a sustainable and culturally rich tourism destination, balancing conservation with extractive industries will remain a key challenge for the country in the coming years.
