• Market Watch

Angola to host ITB Berlin 2026

• 1 Day Ago

Ellanie Smit



Angola is poised to take centre stage in global tourism, having been officially announced as the host country for ITB Berlin 2026, the world’s leading travel trade show. This event, held annually in the German capital, will take place from 3 to 5 March 2026.



Being the host country of ITB Berlin means receiving top billing at the world’s premier travel trade show, showcasing tourism potential through a high-profile opening ceremony, press conferences, and marketing opportunities. The role provides significant visibility, a platform to promote culture and attractions, and the chance to gain international media attention and industry contacts.



This landmark partnership, sealed between Angola’s Ministry of Tourism and Messe Berlin, represents a milestone for the southern African nation and a defining moment for Africa’s collective presence in the international tourism arena. Prime exposure through exhibitions, the opening ceremony, and international media coverage will allow Angola to present its culture, natural beauty and tourism offerings to a global audience of industry professionals, investors and travellers.



For Angola, this is an extraordinary chance to position itself as a must-visit African destination. For Africa, it is a collective victory that reinforces the continent’s growing influence and confidence in shaping the future of global travel. Africa has long been celebrated for its natural beauty, diverse cultures and authentic experiences, yet it remains underrepresented in global tourism markets.



The 2026 edition of ITB Berlin, which marks its 60th anniversary, will serve as a pivotal stage for showcasing a new African narrative: one of resilience, creativity and sustainable development.



“Angola’s role as the official host country sends a powerful message that Africa is ready to lead, not just participate, in the global tourism conversation,” said Dirk Hoffmann, COO of Messe Berlin. “With its new brand identity and slogan ‘The Rhythm of Life’, Angola embodies the energy and diversity that travellers around the world are seeking.”



Angola’s tourism brand reflects its vibrant character, rich cultural heritage, and breathtaking landscapes - from pristine national parks to dramatic waterfalls and ancient rock formations. This new image will headline Angola’s presentation at ITB Berlin 2026, beginning with a grand opening gala on 2 March at CityCube Berlin.



For Africa’s tourism professionals, Angola’s hosting is more than symbolic. It opens the door to new partnerships, investment opportunities, and collaborations that could transform the industry. ITB Berlin attracts nearly 100 000 visitors and 5 800 exhibitors from over 170 countries each year, offering a powerful platform for visibility and business networking.



The event will enable African tour operators, hospitality brands, and conservation organisations to connect directly with international buyers, travel media and investors, while also highlighting shared priorities across the continent like community-based tourism, nature conservation, and cultural storytelling.



Tourism Minister Márcio de Jesus Lopes Daniel described Angola’s selection as a historic moment, signalling the nation’s progress, institutional reform, and growing stability. Beyond national borders, it demonstrates that African countries are ready to position themselves as competitive, sustainable, and innovative destinations. ITB Berlin’s 60th anniversary edition will not only celebrate six decades of travel innovation but also mark a turning point for Africa’s tourism renaissance, arriving at a moment when global travellers increasingly seek authenticity, connection and purpose - values Africa naturally embodies.