Angola’s ambitious efforts to transform tourism into a cornerstone of national development received a major endorsement on Thursday as UN Tourism Secretary-General-designate Shaikha Al Nuwais hailed the country as a rising investment destination and a model for tourism-led economic transformation in Africa.
Addressing delegates at the opening of the Global Tourism Forum in Luanda, Al Nuwaiscommended Angolan President João Lourenço’s leadership in positioning tourism as a strategic driver of economic growth, job creation, and regional development.
Speaking before government officials, international investors, tourism executives, and industry stakeholders, the UN Tourism chief emphasised that Angola’s progress demonstrates how targeted reforms, infrastructure investment, and political commitment can unlock a nation’s tourism potential.
“Investment follows confidence, and confidence is growing in Angola,” she declared, pointing to a series of reforms that have elevated the country’s profile among global investors and travellers.
At the centre of Angola’s tourism transformation is the government’s National Tourism Development Plan (PLANATUR), which has mobilised more than €8 billion in investments aimed at developing tourism infrastructure and strengthening the sector’s contribution to the national economy. Al Nuwais also highlighted Angola’s decision to grant visa-free access to citizens from more than 90 countries, a move widely viewed as a catalyst for increased visitor arrivals and international business engagement.
Another significant milestone cited was the Luanda Ministerial Statement, an initiative designed to improve air connectivity across Africa, addressing one of the continent’s most persistent barriers to tourism growth and regional integration.
Angola’s growing appeal to global investors
The Global Tourism Forum itself served as evidence of Angola’s growing attractiveness to international investors. Al Nuwais noted that her flight into Luanda was filled to capacity, while the forum attracted representatives from some of the world’s leading hospitality brands and tourism investment firms.
“Their presence is more than a sign of interest,” she said. “It is a recognition of Angola’s progress, its ambition, and the opportunities that lie ahead.”
Her remarks underscored a broader shift in perceptions about Angola, a country long associated primarily with its oil wealth but increasingly seeking to diversify its economy through tourism, culture, and hospitality.
Al Nuwais recalled Angola’s participation at the International Tourism Exchange (ITB) Berlin earlier this year, where the country showcased its rich cultural heritage, cuisine, music, and dance traditions. One particular moment, she said, captured the spirit of Angola’s transformation.
Reflecting on a cultural performance during the event, she described witnessing an Angolan dancer become visibly emotional.
“It was far more than a performance,” she said. “It was pride in a country, pride in a culture, and pride in a future that people believe in.”
Closing Africa’s tourism investment gap
A major theme of the forum was the need to increase tourism investment across Africa, which continues to receive a disproportionately small share of global tourism capital despite possessing some of the world’s most diverse natural and cultural attractions.
Addressing Angola’s Minister of Tourism, Márcio de Jesus Lopes Daniel, Al Nuwaisacknowledged concerns he raised during a recent UN Tourism Executive Council meeting regarding Africa’s investment deficit.
“You reminded us that Africa remains the region receiving the least investment in tourism,” she said. “And you challenged UN Tourism to help close that gap.”
According to Al Nuwais, addressing this imbalance will remain a priority for the organization. She argued that while tourism potential is abundant across the continent, access to investment remains uneven.
“Potential is distributed widely, but investment is not. And that must change,” she stated.
The UN Tourism chief outlined the organisation’s commitment to bridging the gap through investment guidelines, specialized investment forums and initiatives that connect governments with private-sector investors.
Her remarks reflected a growing international recognition that tourism can play a critical role in Africa’s economic diversification, particularly as countries seek new sources of growth beyond traditional extractive industries.
Building the future through tourism
Throughout her address, Al Nuwais portrayed Angola as a country moving decisively from promise to performance.
She praised the government’s willingness to embrace reforms, attract international partnerships, and create an enabling environment for business. Describing Angola as “ready, ambitious, and open for business,” she suggested that the country is well-positioned to become one of Africa’s leading tourism destinations in the coming years.
Drawing on Angola’s tourism branding campaign, “Rhythm of Life,” she said that the country’s story is increasingly resonating far beyond its borders.
“Today, that rhythm is being heard by investors, business leaders, and travelers around the world,” she said.
Concluding her remarks, Al Nuwais offered perhaps the strongest endorsement yet of Angola’s tourism trajectory.
“Angola is not waiting for the future. It is building it,” she said. “One thing is becoming increasingly clear: Angola’s potential is becoming reality.”
