Angola unveils fresh tourism drive with new brand

At a Glance

Angola unveils “Visit Angola: The Rhythm of Life” to showcase culture, landscapes, and hospitality on the global stage.
A new tourism push backed by cultural icons and corporate partners aims to move Angola beyond oil dependence.
From Luanda’s skyline to Atlantic beaches, Angola positions itself as one of Africa’s rising travel destinations.

Angola is moving to claim its place on the global travel map with the launch of a new national tourism brand, Visit Angola: The Rhythm of Life.

The initiative, unveiled in Luanda, is part of a broader effort to diversify an economy long reliant on oil and to showcase the country’s cultural wealth, natural beauty, and hospitality.

Government leaders, joined by business and cultural figures, described the brand as more than a slogan.

They framed it as a national statement—an attempt to shift Angola’s international image from one tied to resource wealth to one defined by human warmth, culture, and resilience.

Tourism is increasingly viewed as a critical growth driver across Africa.

For Angola, the new brand offers an entry point to attract travelers seeking authentic experiences.

From its Atlantic beaches to bustling Luanda, and from wildlife-rich highlands to diverse cultural traditions, the campaign is designed to highlight a side of Angola often overshadowed by its oil sector.

*Night view of Cape Town’s V&A Waterfront with ferris wheel and harbor reflections*

A national launch with global ambitions

The launch ceremony brought together senior government officials, ambassadors, tour operators, and trade associations.

The attendance of the president of the Constitutional Court and several cabinet ministers underscored the government’s commitment to making tourism a top priority.

Officials also outlined a suite of tools to support the rollout.

A new official website will provide travel information and booking options, while a digital and print magazine will feature stories about the country.

A music album inspired by Angolan rhythms and a 24-hour tourist hotline are also part of the package, aimed at improving visibility and visitor support.

*Angola’s tourism brand launch in Luanda, featuring a keynote speech before a large audience*

Culture and partnerships at the core

“Visit Angola” draws heavily from the nation’s cultural identity. Well-known figures such as Leila Lopes, Jessi Madalena, DJ Djeff, Jessé Manuel, Nadir Tati, and chef Helt Araújo have been named cultural ambassadors, tasked with promoting Angola’s story at home and abroad.

The private sector is also backing the push.

Companies including Sonangol, ENSA, Pumangol, TAAG, Banco Sol, and Viva Seguros have signed on as founding partners, bringing financial and institutional support to sustain the campaign’s reach.

Tourism Minister Márcio Daniel, in his keynote speech, called the project a “collective journey” that reflects both national pride and a commitment to economic diversification.

Linking the campaign to Angola’s Afrobasket triumph, he said the brand represents “the maximum expression of who we are.”