Press Releases

Running Through Africa’s Diverse Landscapes: How the Continent Is Becoming the New Stage for Global Sports Tourism

Frankfurt/M., 10. June 2026. From iconic marathons and trekking adventures to conservation-driven running events, Africa is emerging as one of the world’s most exciting destinations for sports and active travel. As demand for experience-led holidays continues to rise, travelers are increasingly seeking authentic journeys that combine physical challenges with extraordinary natural settings and meaningful cultural encounters.

 

 

According to UN Tourism, sports tourism already accounts for around 10 percent of global tourism spending, with strong growth expected in the years ahead. The World Economic Forum estimates that the global sports tourism market could expand from approximately US$609 billion in 2023 to as much as US$1.7 trillion by 2032. Industry analysts forecast annual growth rates of around 17 percent through 2030, with emerging and unconventional destinations gaining increasing appeal.

“The African continent offers a unique combination of spectacular scenery, authentic cultural encounters and professionally organized sporting events that remain refreshingly uncrowded,” says Hanna Kleber, founder of Voice4Africa. “For many travelers today, holidays are no longer simply about relaxation; they are about transformative experiences that create lasting memories and foster deeper connections with people and places.”

From internationally renowned races to grassroots events in remote regions, sporting competitions across Africa are generating economic opportunities, supporting conservation initiatives and empowering rural communities, while contributing to the sustainable development of entire destinations.

 

South Africa: Marathons with Global Appeal

South Africa has established itself as one of Africa’s leading destinations for sports tourism. The Comrades Marathon in KwaZulu-Natal, recognized by Guinness World Records as the world’s oldest and largest ultramarathon, attracted more than 22,000 runners in 2025 and generates significant economic benefits for the Durban and Pietermaritzburg regions. Hotels and accommodation providers experience exceptionally high occupancy levels during race week.

Cape Town has also become a major hub for international marathon tourism. The Cape Town Marathon is poised to become the first race in Africa to join the prestigious World Marathon Majors series and continues to attract a growing number of international participants. In 2025 alone, South Africa hosted no fewer than 138 marathon and ultramarathon events. Many flagship races also offer shorter distances that place community participation and shared experiences at the heart of the event, such as Cape Town’s five- and ten-kilometre Peace Run.

 

Kenya, Tanzania and Uganda: Endurance, Conservation and Community Impact

Across Africa, sporting events increasingly combine athletic achievement with tangible social and environmental impact. The ForRangers Ultra and the Lewa Safari Marathon both blend demanding courses with wildlife conservation and safari experiences. The 230-kilometre ForRangers Ultra traverses five protected areas in the Laikipia region at the foot of Mount Kenya and raised around €150,000 for ranger and wildlife protection initiatives in 2025. Meanwhile, the Lewa Safari Marathon takes place within an active rhino conservancy, with proceeds supporting critical conservation efforts.

Local communities are also benefiting from the growth of active tourism. In Tanzania, the organizers of the Kilimanjaro Marathon work closely with community projects around Africa’s highest peak. In neighbouring Uganda, the Rwenzori Marathon demonstrates how new sporting events can unlock tourism potential in lesser-known regions. The course winds through communities surrounding the Rwenzori Mountains, offering participants unforgettable experiences in one of East Africa’s most spectacular landscapes.

“The marathon strengthens our rural communities in Rwenzori. The long-overlooked Kasese region has evolved into a magnet for international runners and nature enthusiasts,” says Amos Wekesa, founder of the event and tour operator. “Registrations from 34 countries and hotel and lodge occupancy rates exceeding 75 percent highlight the economic opportunities sports tourism can create for the region.”

 

Angola: Pioneering New Routes Through Untouched Terrain

Less familiar destinations are also increasingly using sporting events as catalysts for tourism development. In Angola, the Meia Maratona da Paz in Luanda, a half marathon celebrating peace in the country, is attracting a growing number of international participants. In the scenic Huíla Highlands, the Água da Chela Lubango Half Marathon ranks among the country’s most picturesque running events.

Trail running in Iona National Park offers exceptionally remote and rugged desert experiences in one of the world’s oldest deserts. While the park has so far hosted mainly trail-running test events for rangers, conservation organization African Parks plans to make organized outdoor experiences accessible to visitors in the future. Covering 15,000 square kilometres in the northern Namib Desert, the park is characterized by sweeping sand dunes, rocky plains, ancient Welwitschia plants and dramatic coastal scenery.

 

Trekking and Outdoor Adventures: Experiencing Africa on Foot

Beyond organized races, demand for individual trekking and outdoor experiences across Africa continues to grow. Climbing Mount Kilimanjaro in Tanzania remains one of the continent’s most iconic active travel experiences, attracting thousands of international visitors every year.

Across East and Southern Africa, trekking, trail running and multi-day hiking tours are increasingly becoming part of sustainable tourism offerings that combine immersive nature experiences with local value creation and cultural exchange. As the worlds of sports tourism, adventure travel and sustainability converge, African destinations are ideally positioned to attract a growing, cross-generational audience of active and conscious travelers from around the globe.

 

 

About Voice4Africa

VOICE4AFRICA is an initiative of the KLEBER GROUP, a full-service marketing and public relations agency specializing in tourism and drawing on decades of Africa expertise. Together with African tour operators, the initiative promotes responsible tourism to Africa as a means of fostering intercultural understanding and driving sustainable growth. Voice4Africa is a founding member of the ReThinking Africa business initiative and recipient of the Corps Touristique Award for International Understanding.

 

 

Picture rights: Sporttourismus in Afrika © Mark Sampson/Cape Town Marathon

KLEBER GROUP launches KAPITAL by KLEBER GROUP

KLEBER GROUP strengthens its global Investor Relations unit and FDI advisory for destination and hospitality development

 

 

Zurich/Dubai, 9 June 2026 – KLEBER GROUP, the globally integrated communications, marketing and consulting agency specializing in tourism, travel, luxury and lifestyle, is further strengthening its Investor Relations and Foreign Direct Investment (FDI) advisory services as part of its international growth strategy. The launch of KAPITAL by KLEBER GROUP marks the establishment of a dedicated unit that combines expertise in destination and hospitality development, investment attraction, strategic communications and stakeholder engagement. With representations across Germany, Switzerland, Austria, Spain, Poland, the UK, South Africa, Angola and the UAE, KLEBER GROUP continues to evolve its service portfolio in response to the changing needs of destinations, governments, hospitality brands and global investors.

As destinations worldwide increasingly seek international investment, infrastructure development and sustainable tourism growth, KLEBER GROUP is now expanding its advisory capabilities in the field of FDI, bridging public and private sector stakeholders through strategic positioning, investor engagement and international relationship management.

KAPITAL by KLEBER GROUP will be led by Varun Kapur, Director KAPITAL by KLEBER GROUP who brings more than two decades of cross-border experience at the intersection of FDI, tourism economies and capital deployment across the GCC (Gulf Cooperation Council). His career spans investment banking, family office investing,

venture capital and travel industry development. From KLEBER GROUP’s Dubai office, Varun Kapur oversees investment operations across the Middle East and North Africa (MENA), connecting governments and tourism destinations with international private capital to support infrastructure development, hospitality growth and long-term economic value creation.

“The needs of governments and private sector stakeholders are evolving. They are looking for partners who can attract investment, structure opportunities and actively engage the global capital community on their behalf. Tourism and hospitality are today among the most capital-intensive sectors in the world, and the opportunity for well-positioned destinations and hospitality developments is immense. At KAPITAL by KLEBER GROUP, we bring that capability to the table, leveraging three decades of industry relationships and a global network of investors, operators and hospitality stakeholders to ensure committed capital translates into lasting tourism infrastructure and destination growth,” says Varun Kapur, Director KAPITAL by KLEBER GROUP.

“KAPITAL by KLEBER GROUP reflects our commitment to supporting destinations and tourism stakeholders at the intersection of communication, investment and development. Across both emerging and established tourism markets, we see significant opportunities to help destinations attract the right investment partners, strengthen their market positioning and enhance their competitiveness.

Strategic investment is a powerful driver of destination success. Whether supporting emerging destinations on their growth journey, helping mature tourism markets increase tourism’s contribution to Gross Domestic Product (GDP), or strengthening a destination’s positioning within the luxury travel segment, the right investments can accelerate infrastructure development, elevate international visibility and unlock new economic opportunities. Tourism investment has the power to create lasting value for destinations, businesses and local communities alike,” says Julia Kleber, CEO KLEBER GROUP.

Through this strategic service expansion, KLEBER GROUP reinforces its position as a leading integrated 360-degree communications, marketing and consulting agency at the intersection of destination branding, investment attraction and strategic tourism development, helping destinations and hospitality stakeholders unlock economic potential, global visibility and sustainable long-term impact.

 

 

About KLEBER GROUP

KLEBER GROUP is an internationally positioned, integrated marketing and communications consultancy with more than three decades of experience, specialising in tourism, luxury and lifestyle. With its 360-degree approach, the agency creates compelling storytelling that strengthens brands along the entire customer journey, through impactful, data-driven strategies that directly contribute to clients’ business objectives. KLEBER GROUP offers a comprehensive range of services to create consistent and unique brand experiences. These include strategy and consulting, PR and communications, representation and trade marketing, social media, influencer marketing and foreign direct investment strategies. The portfolio is further complemented by CRM, digital and affiliate marketing, advertising and media planning, MICE and corporate travel, cross-marketing and broadcast, as well as sustainability and ESG. With offices in Germany, Switzerland, Austria, Spain, Poland, UK, UAE, South Africa and Angola as well as partners covering all five continents, KLEBER GROUP collaborates with key players across public and private sectors in emerging, mature and the luxury market. In addition, KLEBER GROUP expands its offering with innovative services such as AI Video and S-Buyer – a strategic tool that uncovers the emotional, behavioral and symbolic motives of target groups. For more information, visit our  Webseite; LinkedIn

 

Contact:

Julia Kleber
CEO KLEBER GROUP
julia.kleber@klebergroup.com
+49 173 3453240

Varun Kapur
Director KAPITAL by KLEBER GROUP
varun.kapur@klebergroup.com
+971 55 567 6839

 

Press clippings: 

New client in Central America: KLEBER GROUP secures PR and trade representation for Guatemala in the German-speaking market

Frankfurt am Main, May 26, 2026. KLEBER GROUP has been appointed to handle PR and trade representation for the Guatemalan Tourism Institute (INGUAT) across the German-speaking markets.

 

 

The collaboration aims to reposition Guatemala in Germany, Austria and Switzerland—shifting perceptions from a supposedly complex and hard-to-access destination to a curated, bookable and culturally enriching travel experience. Key communication themes include Guatemala’s vibrant Mayan heritage, dramatic volcanic landscapes, coffee as cultural heritage, rich craftsmanship, and the emerging culinary scene around Antigua.

KLEBER GROUP is responsible for strategic PR consulting, ongoing press office activities, thematic press releases, media partnerships, as well as the conception and execution of events in the DACH region and press trips to Guatemala. In trade marketing, the agency also supports engagement with the travel industry and fosters exchange with tour operators and key multipliers.

 

Experience Guatemala in Berlin 

The collaboration launches with a highlight showcasing the country’s creative side: from May 28 to 31, 2026, Guatemala will be featured at Berlin Design Week with the exhibition “Guatemala designs with hands / Guatemala diseña con las manos.” Supported by INGUAT, the exhibition celebrates the intersection of traditional craftsmanship and contemporary design, inviting visitors to discover the country’s cultural and creative richness.

At its center is a capsule-like installation inspired by Temple I of Tikal, the “Great Jaguar,” reinterpreted in aluminum and wrapped in textiles that combine traditional techniques with digital tools. Inside, a sensory installation of sound, imagery, and organic elements connects visitors with Guatemala’s landscapes, textiles, and cultural identity. The project was developed by Idonika in collaboration with Amarillo Studio for INGUAT.

The exhibition will be on display at Macherei Kreuzberg, Hallesches Ufer 40–60, 10963 Berlin.

 

A special incentive awaits visitors: those attending the exhibition can take part in a guessing competition for a chance to win a trip to Guatemala. Participants are asked to estimate the number of mostacilla (delicate, colorful glass beads) used in the textile covering of the installation.

“We are very pleased to welcome a client from Central America to our portfolio. Guatemala is one of the most exciting and authentic destinations in Latin America—a country where living Mayan heritage, coffee and craft culture, an emerging culinary scene, and dramatic volcanic landscapes come together in a unique way. This is a destination not just to be discovered, but to be seen anew. Our mission is to position Guatemala in the German-speaking market as a curated, bookable, and culturally enriching travel experience,” says Julia Kleber, CEO KLEBER GROUP.

 

 

 

About KLEBER GROUP

KLEBER GROUP is an internationally operating, integrated marketing and communications agency with more than three decades of experience, specializing in tourism, luxury, and lifestyle. With its 360-degree approach, the agency develops compelling storytelling that strengthens brands across the entire customer journey through impactful, data-driven strategies aligned with business objectives. Services include strategy and consulting, PR and communications, representation and trade marketing, social media, influencer marketing, and investor relations. The portfolio is further complemented by CRM, digital and affiliate marketing, advertising and media planning, MICE and business travel, cross-marketing and broadcast, as well as sustainability and ESG. With offices in Germany, Switzerland, Austria, Spain, Poland, the UK, the UAE, South Africa, Angola, and partners across five continents, KLEBER GROUP works with key public and private stakeholders in emerging, established, and luxury markets. It also expands its offering with innovative services such as AI Video and S-Buyer—a strategic tool that identifies emotional, behavioral, and symbolic audience drivers.

 

Press Contact

Christin Freitag
Senior PR Consultant
E-Mail: Christin.Freitag@klebergroup.com
T.: +49 172 617 20 51

Kornelia Gavouchidou
PR Consultant
E-Mail: kornelia.gavouchidou@klebergroup.com
T.: +49 172 617 1468

 

Picture rights: © Idonika x Amarillo Studio x INGUAT

Print is Alive – KLEBER GROUP Receives Double Honour at the WorldMediaFestivals 2026: Gold and Grand Award for Angola

Zurich/Luanda, 11 May 2026 – The internationally operating communications and marketing consultancy KLEBER GROUP, specialising in travel, tourism, lifestyle and luxury, received a double distinction at the WorldMediaFestivals 2026 in the main Print category: the travel feature “Angola – Angola – Der Weg ist das Ziel (The Journey is the Destination)”, created in collaboration with Seazen Travel Magazine and with the support of Dreamtime Travel, won Gold in the subcategory “Editorial & Magazine Formats” and additionally received the Grand Award as the “Best of Category” across the entire Print category. A total of 803 entries from 34 countries were submitted.

 

 

The WorldMediaFestivals are among the internationally established awards for media and communications projects, recognising outstanding content across various categories – including print as a strategic communication format.

KLEBER GROUP’s award in the Print category sends a deliberate signal: contrary to the often-cited narrative of declining relevance of traditional media, the award-winning work demonstrates that print not only remains relevant but can serve as a strategic starting point for cross-channel communication.

The project originated from one of the first press trips sponsored by the Angolan Ministry of Tourism and exemplifies the combination of authentic storytelling, international media relations and integrated communication. Initially conceived as a six-page travel report it evolved into a high-quality 27-page feature including photo spread, presenting the destination with substantial depth of content, carefully curated imagery and deliberately chosen design elements. The print story formed the foundation of a strategically interconnected communication approach, expanded to include digital content – also in English – as well as a podcast format and a live event.

As the global representation of the destination Angola, KLEBER GROUP aims to position the country in international media and among journalists, while strategically increasing its visibility within the global tourism and investment landscape. The feature illustrates how curated press trips, close media collaboration and strategic communication can open up new narrative perspectives and build long-term media relevance.

“This feature clearly demonstrates that print is far from obsolete. The carefully selected photographic paper chosen by Seazen gives the images a distinctive quality – more intense, more tangible and far more immersive than on a screen. Particularly in travel storytelling, print remains highly relevant, as printed features are more likely to be revisited, allowing readers to continually immerse themselves in the imagery,” says Christin Freitag, Senior PR Consultant KLEBER GROUP, who accompanied the first German-language press trip to Angola on site.

Delivering one of the first German travel features on Angola required partners willing to break new ground, while already having a strong familiarity with Africa: Gordana Saric, publisher of the Swiss premium travel magazine Seazen, Dominic Eckert, Founder of Dreamtime Travel and Angola enthusiast, Christina Leitner, freelance travel journalist based in Cape Town, and Justin Hession, Seazen photographer based in Zurich.

“We are delighted to receive these awards at the WorldMediaFestivals, which once again highlights the potential of print – particularly as a starting point for far more than traditional communication,” says Julia Kleber, CEO KLEBER GROUP. “Especially for a destination that is still relatively unknown internationally, it is essential to enable journalists and opinion leaders to experience the country authentically. Print plays a central role in this: as a curated and credible format, it creates depth, trust and lasting relevance, becoming the foundation for further communication. My sincere thanks go to everyone involved.”

KLEBER GROUP and the destination Angola have been working closely together for over a year in a long-term partnership – spanning investor relations and brand development, successful positioning as Host Country at ITB Berlin and CMT Stuttgart, as well as further strategic projects. Most recently, KLEBER GROUP opened its office in Luanda; in addition, the Angola Convention Bureau was officially inaugurated on site together with the Angolan Ministry of Tourism.

 

 

 

About KLEBER GROUP

KLEBER GROUP is an internationally positioned, integrated marketing and communications consultancy with more than three decades of experience, specialising in tourism, luxury and lifestyle. With its 360-degree approach, the agency creates compelling storytelling that strengthens brands along the entire customer journey, through impactful, data-driven strategies that directly contribute to clients’ business objectives. KLEBER GROUP offers a comprehensive range of services to create consistent and unique brand experiences. These include strategy and consulting, PR and communications, representation and trade marketing, social media, influencer marketing and investor relations. The portfolio is further complemented by CRM, digital and affiliate marketing, advertising and media planning, MICE and corporate travel, cross-marketing and broadcast, as well as sustainability and ESG. With offices in Germany, Switzerland, Austria, Spain, Poland, UK, UAE, South Africa and Angola as well as partners covering all five continents, KLEBER GROUP collaborates with key players across public and private sectors in emerging, mature and the luxury market. In addition, KLEBER GROUP expands its offering with innovative services such as AI Video and S-Buyer – a strategic tool that uncovers the emotional, behavioural and symbolic motives of target groups. For more information, visit our Website; LinkedIn 

 

Contact:

Julia Kleber
CEO KLEBER GROUP
julia.kleber@klebergroup.com
+49 173 3453240

Christin Freitag
Senior PR Consultant
christin.freitag@klebergroup.com

 

Picture rights: ©Justin Hession, Tribe Mumuila

Voice4Africa by KLEBER GROUP Goes International: Initiative for Sustainable Tourism to Africa Expands Activities into Additional Markets

Frankfurt am Main, 04. May 2026. The initiative Voice4Africa, founded by Hanna Kleber, is building on its successful work in the DACH region and expanding its international presence. Going forward, the initiative will extend its communications activities into additional key markets of the globally operating tourism marketing and PR agency KLEBER GROUP, including Spain, the UK, Poland and South Africa.

 

 

“With the international expansion of Voice4Africa, we aim to further broaden perspectives on the African continent and strengthen the international visibility of tourism as a connecting force – as a driver for employment, sustainable growth and intercultural dialogue,” explains Hanna Kleber. “Now is the right time to travel to Africa: the continent combines pristine natural landscapes, authenticity and immersive experiences with easy accessibility through direct flights and stable conditions across many destinations.”

Voice4Africa’s current #AfricaNow campaign reflects these developments and consciously challenges common, often one-sided perceptions of the continent by positioning Africa as a diverse, confident and future-oriented region offering a wide range of safe travel destinations. The aim is to actively shape the international discourse and help establish a more differentiated and contemporary image of Africa within the global tourism landscape.

Voice4Africa particularly supports the visibility of community-based tourism projects, women’s empowerment initiatives, conservation and wildlife protection efforts, as well as locally led tourism experiences. Through targeted communications activities, these topics are being brought increasingly into international focus.

With its expansion into additional international markets, Voice4Africa aims to communicate the strengths of African destinations to a broader audience while further developing its role as a platform for a differentiated perception of Africa with a strong focus on sustainability.

 

Strong Partnerships and Industry Integration

Voice4Africa is a founding member of the ReThinking Africa Foundation and contributes to the positioning of the African tourism sector within the context of international investment. The initiative is also a member of the DRV German Travel Association, where Hanna Kleber serves in an advisory role on the Foreign Affairs Board.

In addition to traditional media relations, Voice4Africa is actively involved in international industry events such as ITB Berlin, FITUR and the Africa Tourism Forum, including discussion formats dedicated to new narratives around Africa. The initiative also supports selected charity projects, including fundraising activities for local education initiatives in cooperation with African tourism partners.

Voice4Africa has already received several awards for its work, including the PR Picture Award and the Corps Touristique Award for International Understanding.

 

 

About Voice4Africa

VOICE4AFRICA is an initiative of KLEBER GROUP, a full-service marketing and PR agency with a strong focus on tourism and longstanding expertise in Africa. Together with specialist Africa tour operators, the initiative promotes responsible tourism to Africa as a tool for intercultural understanding and a driver of sustainable growth. Voice4Africa is a founding member of the ReThinking Africa Foundation and recipient of the Corps Touristique Award for International Understanding.

 

Press Contact:

Hanna Kleber und Julia Kleber | General Management

Friederike Galuschky | Communications Specialist

Hamburger Allee 45
60486 Frankfurt am Main
Tel: +49 (69) 71 91 36 0

E-Mail: hanna.kleber@klebergroup.com und julia.kleber@klebergroup.com /friederike.galuschky@klebergroup.com

Web: https://voice4africa.de/ https://klebergroup.com/

LinkedIn: Voice4Africa / Kleber Group

 

Picture rights: ©Voice4Africa

KLEBER GROUP opens office in Luanda, expanding Africa presence

Following its Cape Town office in South Africa, the new Angolan office strengthens KLEBER GROUP’s footprint across Africa

 

 

Zurich/Luanda, 29 April 2026 – KLEBER GROUP continues to expand its international footprint in Africa with the opening of a new office in Luanda, Angola. Following its successful market entry in South Africa in 2025 with its Cape Town office, the internationally active marketing and communications consultancy for travel, tourism, lifestyle and luxury is now extending its presence into Central Africa.

In addition to its core expertise in PR and communications, as well as MICE, trade relations, destination development and hospitality, KLEBER GROUP’s key strengths lie in investor relations, branded residences, and wellness and longevity – areas that are becoming increasingly relevant within the global tourism and hospitality landscape.

The expansion reflects KLEBER GROUP’s long-term role as the global representation partner for the destination Angola, successfully established over a year ago. Since then, KLEBER GROUP has been actively supporting the country’s international positioning and tourism development. Establishing a presence in Luanda marks the next strategic step to further strengthen on-the-ground engagement and deepen impact in a region of growing strategic importance for global tourism, investment and cross-border cooperation.

The Angolan office will be led by Margarida Gorjão-Henriques, Director Angola KLEBER GROUP. In her role, she will support Angola’s positioning on the global MICE (Meetings, Incentives, Conferences and Exhibitions) landscape, driving strategic marketing, international visibility and partnership development. She brings extensive experience across hospitality, DMC (Destination Management Companies), MICE and events, as well as strategic marketing. Her expertise spans new business development, stakeholder engagement, project positioning, and commercial growth. In Angola, she has played a key role in shaping the strategic marketing and positioning of Dubai Investment Park (DIP) Angola, increasing its visibility and strengthening its investor appeal within a broader development context.

“Africa has long moved beyond being considered an emerging market and is today a dynamic growth region with significant potential for sustainable tourism development and international investment. By expanding our on-the-ground presence, we are creating the foundation to support our partners across both the public and private sectors more effectively, combining global visibility with local relevance,” says Julia Kleber, CEO KLEBER GROUP.

The existing office in Cape Town remains a key pillar of the company’s Africa strategy. Led by Lexi Hall, Director Africa KLEBER GROUP, she will continue to focus on new business development and market expansion across the African continent. Parallel to that, the KLEBER GROUP team in Cape Town is expanding with Sunny Tembani joining as Senior PR Consultant. She will serve as PR Lead on site, overseeing communications and media relations across Southern Africa. With experience spanning corporate and stakeholder communications, hospitality PR, Non-Profit Organization (NPO) brand strategy and luxury travel, Sunny Tembani brings both strategic expertise and hands-on execution, complemented by a strong track record in managing high-profile commercial relationships in South Africa.

KLEBER GROUP is recognised for its decades-long engagement in Africa through advocacy initiatives such as Voice4Africa, founded by the company, as well as its active involvement in investment platforms such as ReThinking Africa, alongside a strong track record in developing international client mandates across the continent. Through these initiatives and partnerships, KLEBER GROUP has consistently contributed to the international positioning of African destinations and topics – shaping new narratives, unlocking investment potential, and strengthening the continent’s role as a key player in the global tourism discourse.

 

 

About KLEBER GROUP

KLEBER GROUP is an internationally positioned, integrated marketing and communications consultancy with more than three decades of experience, specialising in tourism, luxury and lifestyle. With its 360-degree approach, the agency creates compelling storytelling that strengthens brands along the entire customer journey, through impactful, data-driven strategies that directly contribute to clients’ business objectives. KLEBER GROUP offers a comprehensive range of services to create consistent and unique brand experiences. These include strategy and consulting, PR and communications, representation and trade marketing, social media, influencer marketing and investor relations. The portfolio is further complemented by CRM, digital and affiliate marketing, advertising and media planning, MICE and corporate travel, cross-marketing and broadcast, as well as sustainability and ESG. With offices in Germany, Switzerland, Austria, Spain, Poland, UK, UAE, South Africa and Angola as well as partners covering all five continents, KLEBER GROUP collaborates with key players across public and private sectors in emerging, mature and the luxury market. In addition, KLEBER GROUP expands its offering with innovative services such as AI Video and S-Buyer – a strategic tool that uncovers the emotional, behavioural and symbolic motives of target groups. For more information, visit our Webseite; LinkedIn

 

About Voice4Africa

VOICE4AFRICA is an initiative of the KLEBER GROUP, a full-service marketing and PR consultancy with a strong focus on tourism and extensive expertise in Africa. Together with African tour operators, the initiative promotes responsible tourism to Africa as a means of fostering intercultural understanding and as a driver for sustainable growth. Voice4Africa is a founding member of the ReThinking Africa business initiative and recipient of the Corps Touristique Award for Intercultural Understanding. Website, LinkedIn

 

Contact:

Julia Kleber
CEO KLEBER GROUP
julia.kleber@klebergroup.com
+49 173 3453240

Margarida Gorjão-Henriques
Director Angola KLEBER GROUP
margarida.gorjao-henri…rgroup.com

Lexi Hall
Director Africa KLEBER GROUP
lexi.hall@klebergroup.com
+27 82 669 5784

Sunny Tembani
sunny.tembani@klebergroup.com
PR Senior Consultant KLEBER GROUP

Friederike Galuschky
Lead Voice4Africa
friederike.galuschky@k…rgroup.com

 

 

Media Coverage: 

  • TRVL Counter: “Neues Angola-Büro stärkt Afrika-Strategie der Kleber Group”
  • ATTA: “Angola Tourism celebrates the opening of Luanda office by their global tourism development partner”
  • Travel and Tour World: “Angola Tourism Marks Milestone with new full-time office in Luanda, boosting their media relations, trade trips and updates on its infrastructure and property openings”
  • TOP AFRICA NEWS MEDIA

Pope Leo XIV’s Visit Shines a Global Spotlight on Angola as a Tourism Destination

The visit of Pope Leo XIV to Angola this week has placed the country firmly in the international spotlight, drawing global attention not only to Angola’s religious and cultural significance, but also to its growing appeal as one of Africa’s most compelling emerging travel destinations.

 

 

During his visit, Pope Leo XIV travelled to Luanda and to the pilgrimage town of Muxima, one of Angola’s most important spiritual centres, where thousands gathered to welcome him. His presence has highlighted a side of Angola that remains little known internationally: a country of deep faith, warm hospitality, rich heritage and extraordinary landscapes.

Located around 130 kilometres south of Luanda on the banks of the Kwanza River, Muxima has long been a place of pilgrimage for Angolans and visitors from across southern Africa. Home to the Sanctuary of Our Lady of Muxima and a 17th century fortress overlooking the river, the town combines spiritual significance with striking scenery and an atmosphere of peace and reflection.

The Pope’s visit to Muxima has introduced this historic destination to a worldwide audience, underlining Angola’s potential for cultural, faith and heritage tourism. For many international visitors, Angola remains one of Africa’s least explored destinations, yet it offers a remarkable combination of history, spirituality, dramatic landscapes and authentic experiences.

“As the world watches Pope Leo XIV in Angola, we have an opportunity to show the country in a new light,” said Márcio de Jesus Lopes Daniel, Minister of Tourism of the Republic of Angola. “Angola is a country of faith, culture and extraordinary beauty. The Pope’s visit has shone a light on places such as Muxima, which hold deep meaning for our people and offer visitors the chance to discover a side of Africa that is both moving and authentic.”

Beyond Muxima, Angola is increasingly opening itself to international travellers. The country has invested heavily in tourism infrastructure, including a new international airport in Luanda, improved roads, expanded visa-free access for almost 100 countries and significant investment in hotels and tourism services.

For visitors inspired by the images emerging from the Pope’s visit, Angola offers a wealth of experiences:

  • Pilgrimage and faith tourism in Muxima, one of southern Africa’s most important Catholic pilgrimage sites

  • Cultural discovery in Luanda, where Portuguese, African and indigenous influences come together through architecture, music and cuisine

  • Visits to historic sites including M’banza Kongo, Angola’s UNESCO World Heritage city and former capital of the Kingdom of Kongo

  • Spectacular landscapes from the dramatic rock formations of Pedras Negras de Pungo Andongo to the vast Namibe Desert and the waterfalls of Kalandula

  • Nature and wildlife in Iona National Park and Quiçama National Park

  • The timing of the Pope’s visit is particularly significant as Angola continues to mark 50 years of independence and looks towards tourism as a key driver of economic growth and international connection

 

Angola welcomed more than 223,000 international visitors in 2025, an increase of almost 28 per cent year-on-year, with arrivals from Europe rising by nearly 29 per cent. The figures reflect growing international interest in the country as awareness increases.

“Angola is one of the world’s last great travel discoveries,” added Márcio de Jesus Lopes Daniel. “We are proud to share our culture, our faith and our landscapes with the world, and we hope that Pope Leo XIV’s visit will inspire more people to discover Angola for themselves.”

Link to images here

About Angola

Angola is Africa’s magnificent secret, a country of jaw-dropping contrasts and untamed beauty in the heart of Southern Africa. As the continent’s sixth-largest nation, Angola dazzles with landscapes that shift from lush rainforests to dramatic desert expanses, from thundering waterfalls to 1,600 kilometres of pristine Atlantic coastline. This is a land shaped by powerful kingdoms and complex history, where the ancient Kingdom of Congo once held sway and Portuguese colonial influence left an indelible mark. The capital, Luanda, is a dynamic Atlantic gateway where African vitality, Portuguese heritage, and indigenous traditions create an intoxicating urban energy. Here, the music never stops – semba, kizomba, and kuduro provide the soundtrack to a city that’s cosmopolitan, creative, and utterly captivating. With its rallying cry “Visit Angola – The Rhythm of Life,” the destination calls to explorers, nature enthusiasts, and culture seekers who refuse to follow the crowd. For those who want to experience Africa as few have seen it – raw, authentic, and profoundly moving – Angola represents truly virgin territory. This is where the real adventure begins.

 

Press Contacts:

Adele Cutler, PR Manager E-Mail: adele.cutler@klebergroup.com. Tel: +44 7976 578988

Tim Henshall, UK Director E-Mail: tim.henshall@klebergroup.com. Tel: +44 7810 508791

 

Picture rights: © MINTUR/ Ministry of Tourism of Angola

#AfricaNow: Voice4Africa Launches Social Media Campaign for a New Perspective on the Continent

Authentic, diverse, transformative – now is the time to rediscover African destinations.

 

 

Frankfurt am Main, April 7, 2026. The Voice4Africa initiative is launching #AfricaNow, a four-week international social media campaign starting mid-April. The focus is on five key themes: joy & well-being, peace & stability, Ubuntu & human connection, sustainability & impact travel, as well as nature & exclusivity. The campaign will feature visually strong content formats combining data-driven insights with emotional reels.

With this campaign, Voice4Africa sets a strong signal for a contemporary positioning of Africa within international tourism. The goal is to reposition the continent with its diverse, inspiring, and meaningful destinations beyond outdated clichés. The campaign combines data-based context, emotional storytelling, and purpose-driven travel.

“Through #AfricaNow, we aim to open a new perspective on the continent — one based on real experiences, authentic encounters, and positive developments. Africa stands for diversity, innovation, and deep connections. It is time to bring these perspectives more strongly into the global tourism discourse,” explains Hanna Kleber, Founder of Voice4Africa.

 

Five Content Pillars for a Shift in Perspective

At the heart of #AfricaNow are five thematic pillars that present a differentiated view of the continent:

 

  1. Joy & Well-being as a Guiding Theme

African destinations reveal a new dimension of quality of life, shaped by community, social connection, and a strong sense of togetherness. Recent data from the World Happiness Report 2026 highlights positive developments across the continent, with younger generations in countries such as Togo, Niger, and the Republic of the Congo showing particularly strong upward trends.

For travelers, this becomes tangible through authentic encounters — sharing moments, stories, and traditions that foster closeness, community, and genuine connection.

 

  1. Peace & Stability

Based on the Global Peace Index 2025, several African countries rank among the most stable regions worldwide. Mauritius (ranked 26 globally), Botswana, Namibia, Gambia, and Sierra Leone are among the 60 most peaceful countries in the world.

The campaign highlights an often underestimated reality: despite regional challenges, Africa’s 54 nations are, overall, more peaceful than commonly perceived, especially established destinations, but also emerging ones such as Angola.

 

  1. Ubuntu & Human Connection

Guided by the philosophy of Ubuntu (“I am because we are”), widely rooted in Southern Africa, travel is presented as a deeply connecting experience. Authentic encounters, cultural heritage, and community-based offerings create meaningful experiences beyond pure consumption.

 

  1. Sustainability & Impact Travel

Examples from the Okavango Delta, as well as rural regions in Angola and Uganda, demonstrate how tourism can actively contribute to environmental protection and the empowerment of local communities.

 

  1. Nature & Exclusivity

African destinations offer what is increasingly rare elsewhere: space, tranquility, and authenticity. Less crowded and more immersive, luxury here is defined by vastness, silence, and the conscious experience of being offline in nature.

Through inspiring examples from various African destinations, the #AfricaNow campaign brings these themes to life across the social media channels of @voice4africa.

 

 

About Voice4Africa

VOICE4AFRICA is an initiative of the KLEBER GROUP, a full-service PR agency with a strong focus on tourism and long-standing expertise in Africa. Together with African tour operators, the initiative promotes responsible tourism to Africa as a means of fostering intercultural understanding and driving sustainable growth. Voice4Africa is a founding member of the ReThinking Africa and a recipient of the Corps Touristique Award for intercultural understanding.

 

 

Some Media Coverage: 

Will Smith lands in Luanda to announce Angola’s inclusion as a new host city of the UIM E1 World Championship

The Hollywood actor, owner of the Visit Angola Westbrook Racing team, announced yesterday, Thursday 26 March, during a presentation event in the Angolan capital —which was attended by E1 founder and chairman Alejandro Agag and Márcio de Jesus Lopes Daniel, Minister of Tourism of the Republic of Angola— that Angola will join the UIM E1 World Championship calendar presented by PIF. The E1 Luanda GP 2026 is scheduled for the weekend of 12–13 September 2026, joining an international calendar that already includes cities such as Monaco, Miami and Lake Como, among others. This announcement marks a milestone, making Angola the first host of the championship in Southern Africa.

 

 

Madrid, 27 March 2026. – The E1 Series, the world’s first all-electric powerboat championship and a new benchmark in sporting luxury —which features global figures such as Will Smith, Rafael Nadal, LeBron James, Tom Brady, Marc Anthony and Steve Aoki among the star-studded line-up of team owners— has officially announced Angola as a new host destination, with the E1 Luanda Grand Prix 2026 set to take place over the weekend of 12–13 September. This milestone positions Angola as the first host of the championship in Southern Africa.
The announcement was made by American actor and producer Will Smith, owner of the Visit Angola Westbrook Racing team, who presided over the official launch event held yesterday, Thursday 26 March, in Luanda alongside Alejandro Agag, founder and chairman of the E1 League, and Márcio de Jesus Lopes Daniel, Minister of Tourism of the Republic of Angola. “Africa has always embodied passion and unstoppable determination. E1 in Angola is more than a moment; it’s a movement. This September, the world will be watching, and I’m thrilled to be part of it,” said Will Smith.

Beyond the official announcement, the visit includes an institutional and cultural agenda designed to highlight the destination’s potential. This includes the “Blue Dinner”, an event focused on attracting investment in nautical tourism —a strategic segment whose roadmap was approved in December 2025 by the Council of Ministers— as well as visits to emblematic sites such as the National Museum of Slavery, Mussulo Island and the National Museum of Military History, showcasing the country’s rich cultural, historical and natural heritage. With more than 1,600 kilometres of Atlantic coastline, Luanda is positioning itself as one of Africa’s main gateways and a natural setting to host a competition such as E1. The city will work alongside the championship to strengthen its commitment to a sustainable development model, supported by key investments —such as hydropower— and a long-term vision that places innovation and environmental protection at the core of its growth.

“We are proud that Angola is the new destination for the E1 Championship. With its international reach, E1 represents a key platform to showcase our country’s potential and future. Angola is building its tourism industry from the ground up, with a structured and progressive approach that prioritises sustainability, innovation and long-term value creation —principles we share with E1 and that guide our development model. This milestone reinforces our international positioning in the sports arena. We look forward to seeing the E1 RaceBirds competing in our waters,” said Márcio de Jesus Lopes Daniel, Minister of Tourism.

For his part, Alejandro Agag, founder and chairman of E1, stated: “We are delighted to welcome Luanda, Angola, as a key new stop on the global E1 calendar and as a statement of our ambition to continue expanding internationally. It is fantastic to have Will Smith as a team owner supporting this exciting new location, and to see both his enthusiasm and that of the local community for this unique form of racing on water.”

 

Teams and broadcast of the E1 Luanda WC 2026

The E1 Championship features ten teams led by prominent figures from international sport and entertainment, including Rafa Nadal —who was one of the first to join the competition in 2023 with Team Rafa— as well as Visit Angola Westbrook Racing (owned by Will Smith); Team Miami, sponsored by Magnus and owned by Marc Anthony; Aoki Racing Team (owned by Steve Aoki); Team Drogba (owned by Didier Drogba); Team Brady (owned by Tom Brady); and Team AlUla (owned by LeBron James), among others. These are just some of the teams and their electric RaceBird powerboats, piloted by mixed-gender crews, which will make their debut in Angolan waters next September, bringing this innovative competition to the country’s Atlantic coast. The global expansion of the sport has been one of the founders’ key goals since its inception, and according to organisers, that vision is now becoming a reality. The team owners collectively reach more than 1.2 billion followers on social media, and the championship is broadcast to fans in over 230 territories via platforms such as DAZN and SuperSport, as well as through the official E1 YouTube channel.

 

View the full E1 World Championship calendar here.

Tickets for the E1 Angola GP 2026 will be available via the following link: https://www.e1series.com/tickets

 

 

Picture rights: Will Smith & E1 founder and Chairman Alejandro Agag ©UIM E1 World Championship presented by PIF

V4A: Africa’s Adventure Tourism on the Rise: Billion-Dollar Market Strengthens Rural Regions and Cultural Encounters

Frankfurt am Main, 19. März 2026. Adventure travel is among the fastest-growing segments of the global tourism industry. With its diverse natural and outdoor destinations, the African continent is increasingly benefiting from this trend—while enriching it with a unique cultural dimension. 

 

 

According to an analysis by Future Market Insights, Africa’s adventure tourism market reached a value of approximately USD 18.4 billion by the end of 2025. With an average annual growth rate of 11.2 percent, the market is projected to grow to around USD 53.9 billion by 2035. 

The sector supports around 3.8 million jobs across the continent—from bush pilots and local trekking guides to hosts in rural accommodations. Key trends include female-led expeditions, backpacker safaris, and homestays with pastoral communities. 

 

Adventure Tourism as a Driver of Rural Economic Impact 

For many African countries, adventure tourism offers an important opportunity to extend tourism-related economic benefits into rural areas and actively involve local communities. Countries such as Rwanda, Kenya, Uganda, and Angola have firmly integrated adventure and outdoor tourism into their national tourism strategies. 

“Adventure travel can serve as an important bridge between nature-based experiences, cultural exchange, and economic opportunities for rural regions. It is essential that local communities are not only included, but also actively participate in the economic benefits,” emphasizes Hanna Kleber, Chairwoman of Voice4Africa. 

 

Active Nature and Cultural Experiences at the Forefront – Examples from Uganda and Angola

A key trend is the growing demand for culturally driven adventure travel. By 2025, more than 57 percent of all adventure activities in Africa already included cultural elements and eco-tourism experiences.

In Uganda’s remote Karamoja region, for example, cross-border mountain biking tours take travelers through East Africa’s natural landscapes. These adventure activities are community-based and include visits to traditional villages with intercultural encounters.

In the Rwenzori Mountains, a marathon takes runners through local communities along the foothills, offering stunning views of the lush landscape. Amos Wekesa, initiator of the international race and tour operator, explains:

“The Rwenzori Marathon is a strong example of the growing adventure tourism sector and demonstrates how such initiatives can strengthen local communities. The once lesser-known region of Kasese has developed into a destination for international runners and nature enthusiasts. Registrations from 34 countries and occupancy rates of over 75 percent in hotels and lodges clearly highlight the economic opportunities that active tourism creates locally.”

A growing demand for authentic outdoor experiences can also be observed in Angola. “Off-road adventures combined with cultural interaction, in particular, create economic opportunities in remote regions while helping to preserve cultural traditions,” says Gerson Sungo, Managing Director of Sungo’s Adventures. “Angola offers unique opportunities for this—from 4×4 expeditions through the dunes of the Namib Desert to encounters with the remote Mwila and Mucubal communities in the Lubango highlands.”

 

Personalized Adventure Travel on the Rise 

At the same time, demand for customized travel experiences is increasing. By the end of 2025, tailor-made adventure travel already accounted for around 70 percent of the African market. Travelers are increasingly designing their own journeys, combining physical activities with cultural and sustainable experiences. 

In Zambia and Zimbabwe, travel programs combine rafting on the Zambezi River near Victoria Falls with active safari experiences and traditional storytellers sharing their stories around the campfire. At Lake Malawi, canoe trips are combined with trekking tours on Mount Mulanje, while in Tanzania, active travelers enhance their Kilimanjaro climbs with stays in Maasai communities. 

Local operators report that personalized travel programs not only increase guest satisfaction but also lead to higher spending per trip. 

 

Future Outlook for Africa’s Adventure Tourism 

By combining nature-based experiences, cultural encounters, and local ownership, a tourism model is emerging that enables immersive and authentic travel experiences while generating economic benefits in rural regions. 

“The future of travel lies in authentic, personalized experiences. With its diverse offerings, the African continent has the potential to position itself as a leading region for community-driven, sustainable adventure tourism in the years to come,” emphasizes Julia Kleber, CEO of the Kleber Group and co-founder of Voice4Africa. 

 

 

About Voice4Africa 

VOICE4AFRICA is an initiative of the KLEBER GROUP, a full-service PR agency with a strong focus on tourism and extensive expertise in Africa. Together with African tour operators, the initiative promotes responsible tourism to Africa as a means of fostering intercultural understanding and as a driver for sustainable development. Voice4Africa is a founding member of the ReThinking Africa business initiative and recipient of the Corps Touristique Award for intercultural understanding. 

 

Press Contact:

Hanna Kleber and Julia Kleber | Management
Friederike Galuschky | Senior Consultant Communications
Hamburger Allee 45
60486 Frankfurt am Main
Tel: +49 (69) 71 91 36 0
Email: hanna.kleber@klebergroup.com and julia.kleber@klebergroup.com / friederike.galuschky@klebergroup.com 

 

Picture rights: Angola © Gerson Sungo/Sungo`s Adventures
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