The Global Tourism Forum Angola Leaders Dinner, hosted by the Ministry of Tourism of Angola and the World Tourism Forum Institute (WTFI) in Berlin, got off to a sparkling start with a red carpet rolled out for tourism experts and investors from around the world, including Germany, Turkey and Saudi Arabia.
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It was a special evening for a special occasion, taking place on the very first day of the world’s largest tourism trade fair, ITB Berlin 2026, with Angola serving as the official host country.
"ITB is considered the mecca of tourism," says Márcio de Jesus Lopes Daniel, Minister of Tourism of the Republic of Angola, in an interview with Euronews Travel. "If you are in ITB, you are at the centre of a platform that decides the tourism in the world."
Between exquisite dinner courses and lively conversations, Daniel outlines what is at stake for his country.
Angola is not yet a widely known destination, he explains: "We want to promote our country because we are well aware that nobody visits the place that they don't know, so we have to make ourselves known to the world."
Tourism is a 'key pillar' for Angola
The Southern African nation has ambitious goals. It is working to diversify its economy, with tourism identified as a "key pillar".
For now, oil and gas account for around 20% of Angola’s GDP. However, the country is seeking to identify other sectors that can help accelerate economic growth, says José de Lima Massano, Minister of State for Economic Coordination of Angola. Tourism is one of them.
While he came to Berlin to showcase Angola’s beauty and potential, mobilising capital was also a major objective behind hosting ITB and the Global Tourism Forum dinner. "We think that tourism is so special at this time that Angola is trying to take the country to the next level of social and economic development," Lima Massano told Euronews.
And the hard work has paid off. "In seven years time period, they did a lot," says Bulut Bağcı, president of the World Tourism Forum Institute. According to Bağcı, the Global Tourism Forum Leaders Dinner hosted by Angola is "the basis and the platform to creating", with tourism ranking among the country’s top priority sectors.
Angola: A place made in heaven
Angola has much to offer. From safaris to tropical flora, the country is made for adventurers. "The Southern African Country has 1,650 kilometres of coast with virgin beaches and national parks where you can do safari," Daniel says. In addition, Angola is home to the world’s oldest desert – the Namib Desert – and one of Africa’s largest waterfalls, the Kalandula Falls.
Lima Massano also spoke to Euronews about Angola’s unique beauty. "It doesn't matter where you go, north, south, east, west, it is a country blessed with a lot of national and natural beauties."
Yet as stunning as the landscape may be, what truly defines Angola is its people and their unique culture. Visitors should be prepared not just to observe its beauty, but to immerse themselves in a warm and welcoming society.
As Lima Massano describes the heart of his culture, his face lights up. "In Angola, we enjoy life," he says. "Being there, you have to be open to it, to the music, the gastronomy, to the culture of the country. Be prepared to be involved, be prepared to part. Because we are welcoming country. It is like we are a big family."
Angola is a country with a very vibrant gastronomy and hospitality, Daniel adds. The country offers a truly unique experience. "It is very untouched and unexplored," he says. "You can feel the rhythm of life by itself."
Combining sustainability and responsible tourism
Angola is particularly suited to adventurous travellers. "You can do an immersion with the local tribes,” Daniel says. “It makes the experience just unique."
At the same time, the country plans to broaden its target audience in the future by developing all-inclusive resorts, hotels and eco-lodges, thereby inviting families to explore the country.
However, while the focus is on developing and expanding the tourism sector, Angola also wants to act responsibly towards its people and its environment. The country aims to preserve its unique natural beauty by focusing on luxury and high-end tourism. "We have a strategy not to do mass tourism because we want to preserve the nature," Daniel says.
Enhancing the tourism sector with the help of AI
This is where artificial intelligence could play a key role, helping Angola reach the visitors it wants to attract. By gaining a better understanding of tourists’ needs, the country can respond to them more effectively, Lima Massano explains.
How? AI could help Angora trace the tourist data. "This is the most important thing," Bağcı says. Tourism is one of the largest pillars of economic infrastructure. “If you want to build up your country, first of all you have to focus on tourism.”