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 is held annually in the German capital and will take place from 3 to 5 March 2026.
To be the host country of ITB Berlin means being the official partner that receives top billing at the world's leading travel trade show, showcasing its tourism potential to a global audience through a high-profile opening ceremony, press conferences, and marketing opportunities. This role provides a country with significant visibility, a platform to promote its culture and attractions, and a chance to gain international media attention and industry contacts.
This landmark partnership, sealed between Angola’s Ministry of Tourism and Messe Berlin, represents not only a milestone for the southern African nation but also a defining moment for Africa’s collective presence in the international tourism arena.
To be the official host country of ITB Berlin comes with prime exposure through the opening ceremony, exhibitions, and international media coverage, providing the host nation a unique opportunity 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 seen as a continent of raw 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 the 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 the country’s 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 the CityCube Berlin.
For Africa’s tourism professionals, Angola’s hosting of ITB Berlin is much more than a symbolic achievement.
It opens the door to new partnerships, investment opportunities, and collaborations that could transform the industry’s future. ITB Berlin attracts nearly 100 000 visitors and 5 800 exhibitors from over 170 countries each year, making it a powerful platform for visibility and business networking.
The event will allow African tour operators, hospitality brands, and conservation organisations to connect directly with international buyers, travel media, and investors. It also provides a chance to highlight shared priorities across the continent — including community-based tourism, nature conservation, and cultural storytelling.
Angola’s tourism minister Márcio de Jesus Lopes Daniel, described the selection as a historic moment for Angola’s affirmation in the world tourism scene, adding that it demonstrates the nation’s progress, institutional reform, and growing stability.
His message resonates beyond national borders — it signals that African countries are ready to position themselves as competitive, sustainable, and innovative destinations.
In the broader African context, this development could catalyse a new wave of collaboration and knowledge exchange across the continent. As Angola steps into the global spotlight, other African nations stand to benefit from the increased attention and credibility the continent will receive as a tourism region.
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. It comes at a time when global travellers are seeking destinations that offer authenticity, connection, and purpose — values that Africa naturally embodies.
This event is held annually in the German capital and will take place from 3 to 5 March 2026.
To be the host country of ITB Berlin means being the official partner that receives top billing at the world's leading travel trade show, showcasing its tourism potential to a global audience through a high-profile opening ceremony, press conferences, and marketing opportunities. This role provides a country with significant visibility, a platform to promote its culture and attractions, and a chance to gain international media attention and industry contacts.
This landmark partnership, sealed between Angola’s Ministry of Tourism and Messe Berlin, represents not only a milestone for the southern African nation but also a defining moment for Africa’s collective presence in the international tourism arena.
To be the official host country of ITB Berlin comes with prime exposure through the opening ceremony, exhibitions, and international media coverage, providing the host nation a unique opportunity 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 seen as a continent of raw 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 the 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 the country’s 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 the CityCube Berlin.
For Africa’s tourism professionals, Angola’s hosting of ITB Berlin is much more than a symbolic achievement.
It opens the door to new partnerships, investment opportunities, and collaborations that could transform the industry’s future. ITB Berlin attracts nearly 100 000 visitors and 5 800 exhibitors from over 170 countries each year, making it a powerful platform for visibility and business networking.
The event will allow African tour operators, hospitality brands, and conservation organisations to connect directly with international buyers, travel media, and investors. It also provides a chance to highlight shared priorities across the continent — including community-based tourism, nature conservation, and cultural storytelling.
Angola’s tourism minister Márcio de Jesus Lopes Daniel, described the selection as a historic moment for Angola’s affirmation in the world tourism scene, adding that it demonstrates the nation’s progress, institutional reform, and growing stability.
His message resonates beyond national borders — it signals that African countries are ready to position themselves as competitive, sustainable, and innovative destinations.
In the broader African context, this development could catalyse a new wave of collaboration and knowledge exchange across the continent. As Angola steps into the global spotlight, other African nations stand to benefit from the increased attention and credibility the continent will receive as a tourism region.
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. It comes at a time when global travellers are seeking destinations that offer authenticity, connection, and purpose — values that Africa naturally embodies.
