Angola Launches Convention Bureau to Position Itself as Africa’s Emerging MICE Destination

Angola has officially launched the Angola Convention Bureau (ACB), a significant step forward in the country’s ambition to establish itself as one of Africa’s rising destinations for meetings, incentives, conferences and exhibitions (MICE).

The bureau was officially inaugurated on 6 May at the Talatona Convention Centre in Luanda, during a high-profile gathering that brought together around 400 delegates from government, tourism, aviation, hospitality and the international events industry. Ministers, investors, tourism stakeholders and international partners attended the launch, reflecting the growing momentum behind Angola’s tourism and business events strategy.

Among the international guests was Senthil Gopinath, CEO of the International Congress and Convention Association (ICCA), whose presence underscored Angola’s increasing engagement with the global meetings industry. Held under the theme “Meet in Angola – The Meeting Room in Africa”, the initiative forms part of a broader national strategy focused on economic diversification through tourism, international investment and business travel.

The launch arrives at a defining moment for Angola’s tourism sector. In 2025, the country welcomed 223,140 international visitors, representing a year-on-year increase of 27.9%. Notably, business travel arrivals reached 59,750, surpassing leisure arrivals, which totalled 52,072. The figures reinforce Angola’s growing status as a regional business and investment hub, while highlighting the potential to transform corporate travel into broader tourism growth.
 

Tourism as a driver of economic diversification

Opening the event, José de Lima Massano described the Angola Convention Bureau as a strategic instrument for positioning Angola competitively within the international events market. He pointed to the country’s progress in economic diversification, the expansion of the non-oil economy and tourism’s increasing role as a pillar of national development, supported by initiatives such as visa exemptions for more than 100 countries and ongoing investment in tourism infrastructure and connectivity.

Meanwhile, Márcio de Jesus Lopes Daniel framed the ACB as a platform designed not only to attract international conferences and corporate events, but also to stimulate employment, investment and global visibility for Angola.

“Angola is prepared to host events of international scale,” he said. “The launch of the Angola Convention Bureau represents an important step in strengthening our international positioning and showcasing Angola as a modern and competitive destination for business tourism in Africa.”
 

Angola targets the rise of ‘bleisure’ travel

Alongside traditional MICE tourism, Angola is also seeking to capitalise on the growing global trend of ‘bleisure’ travel, where business travellers extend work trips for leisure and cultural experiences. From the Atlantic coastline and the energy of Luanda to the dramatic landscapes of Namibe, Iona National Park and Kalandula Falls, the country is increasingly promoting itself as a destination where business travel and authentic exploration can coexist.

“Today’s business travellers are looking for more than conference facilities alone,” said Julia Kleber, CEO of the KLEBER GROUP, which manages Angola’s international tourism representation and supported the development of the ACB.

“Angola offers something genuinely different: modern infrastructure combined with one of Africa’s most undiscovered and culturally rich destinations. There is a real opportunity to position Angola at the intersection of business travel and meaningful travel experiences.”
 

Building Angola’s international events infrastructure

The launch of the ACB also reflects wider investment in tourism and transport infrastructure aimed at strengthening Angola’s position as a regional hub for international events.

Key developments include:

• The new Dr. António Agostinho Neto International Airport, with capacity for up to 15 million passengers annually
• Expanding international connectivity through airlines including Lufthansa, Emirates, Qatar Airways and Ethiopian Airlines
• The future Luanda Conference Centre, scheduled to open in 2026 with capacity for up to 3,000 delegates
• Continued investment in internationally branded hotels, hospitality infrastructure and tourism services

Throughout the event, panel discussions explored the future of the global MICE industry, the economic impact of international events and Angola’s long-term positioning within Africa’s meetings sector. Speakers from ICCA, AIPEX, the hospitality sector, tourism operators and event specialists highlighted the broader economic contribution of business tourism across accommodation, transport, food services and investment attraction.

During the ceremony, the Ministry of Tourism also awarded certificates of intent to join the Angola Convention Bureau under the “Meet in Angola” initiative, bringing together organisations from the transport, hospitality, catering and events sectors as part of the country’s developing MICE ecosystem.
 

Angola’s next tourism chapter

As Angola continues opening itself to international tourism markets, the MICE sector is increasingly viewed as a gateway for introducing global audiences to the country. The strategy aligns with Angola’s broader tourism vision under the destination brand “The Rhythm of Life”, positioning the country as one of Africa’s last great undiscovered destinations.

With growing international awareness, significant infrastructure investment and rising business arrivals, Angola is seeking to position itself not only as a place to do business, but as one of Africa’s next emerging destinations to experience and explore.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.