Angola is strengthening its push for an integrated African tourism market, positioning regional collaboration, infrastructure investment and experience-led travel as central pillars of its long-term tourism strategy, as it deepens engagement with continental partners at Africa’s Travel Indaba 2026 in Durban.
Speaking to VoyagesAfriq during the trade show, Augusto Laurindo Kalikemala, Secretary of State (Deputy Minister) for Tourism of Angola, said the country views Indaba as a strategic platform for building partnerships across Africa rather than competing in isolation.
From Angola’s perspective, he noted, the theme of this year’s Indaba – Unlimited Africa – reflects precisely the direction in which the country wants to take its tourism sector.
“What we want is exactly what the slogan of Indaba says – Unlimited Africa,” Kalikemala said. “This message incorporates what we are looking for in the development of tourism in Angola, which is to have an integrated African tourism market.”
Regional cooperation over competition
Kalikemala said Angola’s tourism policy increasingly prioritises cooperation with fellow African destinations, especially within the Southern African Development Community (SADC) as a way of strengthening destination appeal and market access.
“Within the SADC region, we understand that we can work with other countries to construct destinations together,” he said. “Each country has a diversified offer, and when we connect those offers, we create stronger tourism products.”
Africa’s Travel Indaba, he added, provides an important space for tour operators and destination managers to make those connections tangible. “It is very important for us that our tour operators connect with tour operators from across Africa and help build the intra-African tourism market,” Kalikemala said.
He stressed that Angola’s approach is informed by learning rather than rivalry. “One thing our Minister always says is that we should not compete with those who are already doing well,” he noted. “We should learn from them. African countries are doing great things in tourism, and we need to learn from the right policies and the right decisions that have helped develop their tourism sectors.”
Tourism targets and public investment
Angola has set an ambitious medium-term tourism growth target, with the government working towards welcoming at least one million tourists by 2029. “That one million is a very important milestone for us,” Kalikemala said. “We are still working towards it, and there is a clear commitment from the state to support tourism development.”
As part of that commitment, he confirmed that the government has earmarked at least US$250 million for tourism-related investment, particularly in enabling infrastructure designed to crowd in private sector participation.
“One of the key focus areas is a coastal region less than 100 kilometres from Luanda,” he explained. “The government will invest in infrastructure, and then attract private investors to develop tourism facilities and accommodation.”
The strategy, he said, is deliberately designed to support both leisure and business tourism. “We are trying to bring up leisure and business together,” Kalikemala said. “At this point, we are working on both sides.”
Sharepening Angola’s destination positioning
Alongside infrastructure development, Angola has been refining its tourism positioning in regional and international markets, placing stronger emphasis on experience-led travel and destination storytelling.
“We always ask a simple question – if you come to Angola, what experience are you coming for?” Kalikemala said. He highlighted Angola’s diverse natural and cultural assets, including its Atlantic coastline, forests, desert landscapes and vibrant urban culture, particularly in the capital, Luanda.
“From beaches and forests to culture and city life, Angola has a lot to offer,” he said. “Even just in Luanda, you can feel that Angola is different – in the hospitality of the people, the culture, the food.”
Angola has increasingly sought to differentiate itself by emphasising authenticity, cultural immersion and emerging urban experiences, rather than positioning itself solely as a traditional safari destination.
Growing global visibility through major events
In recent years, Angola has also stepped up its participation in major global tourism platforms and international events as part of a broader effort to reposition the country on the global tourism map.
The country has increased its visibility at leading trade shows such as ITB Berlin, World Travel Market London and Africa’s Travel Indaba, while also strengthening bilateral tourism cooperation with regional and long-haul markets.
These efforts have been complemented by policy reforms, including visa facilitation measures for key source markets, improved engagement with the private sector and a stronger focus on investment promotion.
According to Kalikemala, Indaba plays a critical role in supporting that outward-facing strategy.
“Indaba allows us to see what other countries are doing, what is working, and how destinations are positioning themselves globally,” he said. “We can learn from that and adapt those lessons to our own reality.”
Intra-African travel as a growth driver
As African destinations increasingly prioritise intra-African travel, multi-country itineraries and improved air connectivity, Angola sees regional trade shows such as Indaba as essential to accelerating that shift.
“We understand that African countries have a lot to offer when we work together,” Kalikemala said. “This is how we grow tourism sustainably across the continent.”
Angola is showcasing its tourism offering at Africa’s Travel Indaba 2026 alongside a delegation of public and private sector stakeholders, as the three-day trade show continues in Durban through 14 May.
