Angola sets the rhythm at ITB Berlin travel showcase

Speaking at the opening of ITB Berlin, the landmark global travel trade show, Angola’s tourism minister, Márcio de Jesus Lopes Daniel, said the country’s role as host underscores its growing international voice in tourism and reflects its ambition to strengthen partnerships within the global travel industry.

Widely regarded as a cornerstone of the international tourism calendar, ITB Berlin has evolved into a leading business-to-business showcase and a key platform for industry dialogue, economic opportunity and strategic debate on the future of travel.

From 3 to 5 March, nearly 6 000 exhibitors from more than 160 countries are expected to gather in the German capital.

At the opening event, Daniel thanked ITB Berlin, Messe Berlin and the city of Berlin for their partnership, while also praising Germany as an important tourism partner for Angola.

He highlighted tourism as a key element of Angola's economic diversification, with the aim of creating long-term and stable added value beyond the oil sector.

Sustainable tourism

Economic resilience, social inclusion and ecological responsibility are integral parts of the direction development is taking in Angola, Daniel said.

Under the theme “The Rhythm of Life”, the minister presented Angola’s tourism brand, highlighting culture, music and dance, diverse natural landscapes and vibrant communities as defining features of the country’s appeal.

Angola is positioning itself as an authentic, culturally rich and largely untapped destination with significant tourism potential, Daniel noted.

With regard to Angola's young population, the minister described the country’s demographic situation as a huge asset. Tourism offers good employment prospects, with a particular focus on training, entrepreneurship and community-based tourism models designed to promote local added value, he said.

José de Lima Massano, Angola’s minister of state for economic development, outlined the country’s ambition to become a stronger player in the global tourism market at the opening of ITB.

He told participants that Africa is currently recording some of the fastest tourism growth rates worldwide, adding that Angola is well positioned to benefit from this momentum thanks to its unique combination of natural landscapes, cultural heritage and expanding infrastructure.

Welcome Namibia

The minister invited visitors to discover Angola at ITB Berlin and beyond, calling for partnerships, investment and deeper international dialogue to help advance the development of the tourism sector.

During a visit to the Angolan stand, representatives of Network Media Hub (NMH) and its brand Enjoy were welcomed as media and tourism partners. Angola also signalled its view of Namibia as a complementary partner, with both countries able to promote one another – a motto long championed by Namibia’s Tourism Expo under the theme “Beyond Borders”.