Angola is broadening its reach in the German, Austrian and Swiss (DACH) markets through a partnership with a leading tourism marketing firm, the Kleber Group, under the slogan “Visit Angola – The Rhythm of Life”. The campaign aims to position Angola as a leading travel destination beyond its established business tourism sector, which is driven largely by the oil and gas industries.
The Kleber Group will focus initially on the DACH markets before expanding globally.
“Angola remains relatively unknown in European markets so our strategy is to introduce the country to Africa specialists selling the continent as a destination. We will support these efforts with strong marketing activities, including media outreach to introduce the country to potential visitors,” Hanna Kleber, President of the Kleber Group, told Tourism Update.
“Additionally, we will emphasise education and training for the distribution network, including tour operators and travel agencies, as German-speaking travellers still primarily book through these channels,” Kleber added.
Kleber Group has identified five core regions for promotion:
- Luanda – The capital where modern city life meets cultural heritage
- Kalandula Falls – Among Africa’s largest waterfalls
- Benguela – A coastal city popular with water sports enthusiasts
- Namibe – Home to dramatic desert landscapes meeting the Atlantic Ocean
- Huíla – Featuring the Serra da Leba mountain range and the Tundavala Gap
The campaign will highlight the country’s culture, music, landscapes, cuisine and hospitality.
“One of the main challenges is that awareness and perception of Angola as a destination are still quite low but we expect this to improve over time. However, there are no travel warnings in our key markets and visas are no longer required so these factors are no longer barriers,” said Kleber.
Broader tourism drive
Kleber said the country is on a tourism growth drive that includes infrastructure investment in four- and five-star hotels and building air access.
“In terms of accessibility, Angola is well-connected, including a direct Lufthansa flight from Frankfurt, which we hope will increase to daily flights in the future. Additionally, several major airlines, such as Qatar Airways, and Emirates, also operate flights to Angola,” said Kleber.
Luanda’s new international airport, Dr António Agostinho Neto International Airport, is due to start passenger operations later this year. The airport will accommodate up to 15 million passengers per year.
Angola was recently recognised by The New York Times as one of the 50 best travel destinations in 2025.
