THE AFRICAN COURIER. Reporting Africa and its Diaspora! The African Courier is an international magazine published in Germany to report on Africa and the Diaspora African experience. The first issue of the bimonthly magazine appeared on the newsstands on 15 February 1998. The African Courier is a communication forum for European-African political, economic and cultural exchanges, and a voice for Africa in Europe.
In a landmark development for African tourism, Angola has been officially announced as the host country of International Tourism Bourse (ITB) Berlin 2026, taking centre stage at the world’s largest trade show’s 60th anniversary edition. On 16 October 2025, Angola’s Ministry of Tourism and Messe Berlin signed a partnership agreement to elevate Angola onto the global travel-industry stage from 3 to 5 March 2026 at the Berlin Exhibition Grounds.
The agreement was inked by Angola’s Tourism Minister, Márcio de Jesus Lopes Daniel and Dirk Hoffmann, COO of Messe Berlin. Also present was Julia Kleber, CEO of the Kleber Group and official representative of the Angola Tourism Board.
“The Rhythm of Life”
With the host-country announcement, Angola launched its fresh destination identity, “Visit Angola – The Rhythm of Life.” It is positioned not merely as a slogan, but as a thematic anchor to exhibit Angola’s natural splendour, cultural richness and diversity. From untamed coastlines and sprawling desert landscapes to towering waterfalls and ancient rock formations, the country is promoting a tourism narrative of contrasts and authenticity.
Minister Daniel emphasized that ITB Berlin represents a “unique opportunity to showcase the country’s diversity, culture and natural beauty on one of the world’s most important platforms.” He invited the global travel industry to “experience the rhythm of Angola with all their senses.”
Dirk Hoffmann described Angola’s participation as sending “a strong signal on the international tourism stage.” Julia Kleber added that Angola is “full of energy, diversity and warmth,” with its invitation to be seen as a “new, authentic destination in international tourism.”
Opportunity, Visibility and Strategic Growth
For Angola, hosting ITB Berlin 2026 is more than pageantry; it is a strategic move in its broader effort to grow tourism as a pillar of its economy. TravelNews reports that Angola remains relatively underexplored compared to many African destinations, yet it has immense potential: a nearly 1,600-kilometre Atlantic coastline, pristine national parks, strong biodiversity and a host of cultural traditions.
One report adds that Angola is also using this host status to accelerate its visibility not only at ITB Berlin but also at other major European travel fairs, including CMT Stuttgart in January 2026. These exhibition presences aim to draw both trade (business-to-business) and consumer attention.
Moreover, ITB Berlin as a platform provides Angola with unparalleled access to buyers, media, investors and tourism stakeholders. In 2025, the event hosted more than 5,800 exhibitors from 170 countries and drew almost 100,000 attendees. The host-country slot allows Angola to shape its narrative, showcase investment opportunities and forge partnerships in sustainability, infrastructure and experiential travel.
Challenges & Expectations
Analysts note that while the spotlight is welcome, top-level visibility must translate into sustainable infrastructure, regulatory reforms, safety and consistent visitor experiences. Angola’s relative obscurity in global destination rankings means that expectations will be high: lodging, transport connectivity, conservation management and cultural tourism readiness will be judged strictly.
Tourism watchers will be keen to see how Angola leverages its new brand identity — whether the “Rhythm of Life” becomes more than a tagline, by embedding local communities, preserving ecosystems and ensuring inclusive benefits.
Looking Ahead
The ITB Berlin 2026 opening gala is scheduled for 2 March 2026 at CityCube Berlin, where Angola will officially inaugurate the 60th iteration of the trade show. Over the following three days, Angola is expected to present an extensive programme including cultural performances, presentation of tourism products, investment pitches and networking events aimed at drawing business and visitors alike.
As ITB Berlin starts its diamond anniversary, Angola’s selection as host marks a signal: the global travel industry is looking more attentively towards Africa’s under-tapped destinations. For Angola, this could be a defining moment to step forward as not just a participant in global tourism, but a destination that challenges expectations and captures imaginations.
Adira Kallo
For more information about ITB Berlin, visit: www.itb-berlin.com
