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Angola Looks Beyond Oil to Unlock Its Hidden Gem
Originally published by Al Jazeera | 25 June 2026
جوليا كليبر للجزيرة نت: أنغولا تبحث في “جوهرتها الخفية” عن بدائل لقطاع النفط | اقتصاد | الجزيرة نت
As countries around the world seek to diversify their economies beyond natural resources, Angola is positioning tourism as a strategic driver of long-term economic growth, employment and foreign investment. As part of this vision, the government is transforming the country’s rich but largely untapped natural and cultural assets into sustainable economic opportunities.
In an interview with Al Jazeera, Julia Kleber, CEO KLEBER GROUP, shares her perspective on Angola’s tourism strategy, the challenges of building a tourism industry from a relatively undeveloped starting point, and the country’s ambition to establish itself as one of Africa’s emerging tourism and investment destinations.
INTERVIEW
To begin with, what role does KLEBER GROUP play in shaping tourism strategies, particularly in emerging markets and across Africa?
KLEBER GROUP is an international consultancy specialising in tourism development, destination branding and strategic communications. We support destinations in building strong tourism identities, developing communications and marketing strategies, strengthening investor relations, and enhancing local expertise through capacity building. Our work focuses primarily on emerging destinations and leading international hospitality brands, helping them create sustainable and integrated tourism ecosystems.
Across Africa, we have built more than two decades of experience, contributing to the tourism development of destinations including South Africa, Namibia, Uganda and Zambia. We also launched our own initiative, Voice for Africa, which aims to reshape international perceptions of the continent by highlighting its genuine strengths and presenting Africa as a destination of opportunity, authenticity and innovation.
Building Angola’s Tourism Identity
Based on this experience, how did your collaboration with the Angolan government begin, and how did you identify the country’s competitive advantage as an economy traditionally associated with oil?
Our collaboration with Angola began approximately eighteen months ago, following an invitation from the country’s Minister of Tourism, Márcio de Jesus Lopes Daniel, to explore how tourism could become a catalyst for sustainable economic development. Drawing on our experience in destination branding, our first priority was to identify Angola’s unique competitive advantage – the defining characteristic that would distinguish the country on the international tourism stage.
This ultimately led to the creation of the national tourism brand “Visit Angola: The Rhythm of Life” – a brand that reflects the country’s rich culture, vibrant spirit and the warmth of its people.
Building on this foundation, we launched international communications and marketing campaigns across key source markets, organised familiarisation trips for international journalists and travel professionals, and introduced Angola’s tourism assets to global audiences.
Our work extended well beyond international promotion. We also focused on strengthening local expertise through professional training programmes and capacity-building workshops for tourism stakeholders. In addition, we supported the development of Angola’s Convention Bureau, which officially launched its new identity in Luanda last month under the brand “Meet in Angola – The Meeting Room in Africa”, reinforcing the country’s ambitions as a destination for business events and conferences.
It is clear that you faced the challenge of developing a tourism sector that was still in its infancy. How do you build a tourism industry almost from scratch?
Building a tourism sector almost from scratch is undoubtedly challenging. From the outset, we developed a comprehensive ten-year strategic roadmap designed to translate the government’s vision into practical action while attracting both visitors and investors.
One of the greatest challenges for destinations that have not previously been established on the international tourism map is balancing demand with supply. Investors are unlikely to commit to hotels and tourism infrastructure without confidence that visitors will come, while travellers expect quality accommodation, services and accessibility before choosing a destination.
For that reason, both aspects had to be developed simultaneously through carefully coordinated and strategically aligned measures.
Tourism as a Driver of Sustainable Development
Many countries still regard tourism primarily as a leisure activity, yet it is also a powerful economic sector. How can tourism contribute to sustainable development in Angola compared with resource-based industries such as oil?
Tourism has the power to transform economies by opening countries to the world and creating opportunities that extend far beyond the travel sector itself.
Unlike extractive industries such as oil, gas and other natural resources, where revenues are often concentrated or leave the country, tourism distributes economic benefits directly throughout local communities while generating significant employment opportunities.
Angola has a particularly young population, making tourism an important sector for creating jobs for both young people and women. At the same time, tourism supports middle- and lower-income households by encouraging local entrepreneurship and keeping economic value within the country.
When a visitor enjoys a meal at a local restaurant or purchases products from local artisans, the benefits reach communities directly. Tourism therefore contributes not only to economic growth but also to improving quality of life while helping to build a positive and lasting international image for the country.
Angola’s Competitive Advantages
What makes Angola an attractive and distinctive destination compared with its neighbours in Southern Africa?
One of Angola’s greatest strengths is the clear political commitment and strategic vision demonstrated by both the Ministry of Tourism and the government. Not every country recognises tourism as a fundamental pillar of national development, but Angola has made this commitment and is investing the necessary resources to realise its ambitions.
From both a geographical and security perspective, Angola is a welcoming and accessible destination with strong connectivity.
The country’s challenge has never been overcoming a negative international reputation. Instead, Angola has remained largely undiscovered, providing a unique opportunity to shape its global image from the ground up.
Its vast landscapes offer exceptional diversity – from pristine beaches and year-round sunshine to national parks, wildlife experiences and vibrant cities.
Above all, however, Angola’s greatest strength lies in its people. Their warmth, hospitality and rich cultural heritage are at the very heart of our destination brand, “The Rhythm of Life.”
In today’s highly competitive global tourism market, what message would you like to share with international travellers considering Angola as their next destination?
Today, Angola remains one of Africa’s best-kept secrets.
It offers an authentic and largely untouched travel experience that has yet to be shaped by mass tourism. Visitors encounter a destination that remains genuine, unspoilt and deeply connected to its cultural identity.
Modern travellers are increasingly searching for places that feel authentic rather than manufactured. They want meaningful encounters with local communities and experiences that cannot be replicated elsewhere.
In Angola, visitors discover exceptional seafood, a fascinating cultural heritage influenced by Portuguese traditions, spectacular landscapes and, above all, the warmth and generosity of its people. Art, music and genuine hospitality come together to create experiences that stay with travellers long after they return home.
Ultimately, Angola is far more than a destination – it is a memorable journey defined by authentic human connections and extraordinary natural beauty.
Source: Al Jazeera
