Angola tourism market growing fast
After years of civil war that destroyed the country’s communication and hospitality infrastructures, Angola has been living an economic growth period with the national government highly investing in the country’s reconstruction. Luanda is nowadays a business hub, attracting several international companies in various areas from finance, to engineering and tourism. Although business being the main purpose of tourism in the country, leisure has also been rising as new touristic routes are created and market players become increasingly competitive.
Three stages for tourism development projected in Angola Tourism Master Plan
To promote sustainable growth, the Angola government has designed a plan to boost the country’s touristic demand. In the first stage, this plan targets the increase in domestic tourism though the growth in demand from the national population as well as expatriates. In a second phase, targeted to begin in 2014, the national government is projected to evolve divulgation projects to Southern African Development Community which include countries as South Africa, Botswana, and Namibia, among others, and to nations with economic and cultural links such as Portugal and Brazil. After consolidation in these markets, the government is planning further investment in the expansion of the Angola tourism label internationally, focusing on countries like France, the UK, Germany or the US.
Angola a country of great potential but also many constraints
Angola’s extended coastline and unexploited beaches, high nature diversity and multiculturalism have been highly advertised by tourism entities to attract demand. Nonetheless, the country also presents some features that have been negatively impacting its growth potentiality such as the high prices practiced in hospitality, the low levels of customer service, high bureaucracy on visa policy and insufficient infrastructures.
Travel accommodation with a high dynamic
Fuelled by the low offer of high quality hotels and the expansion of tourism demand, the number of travel accommodation outlets in the country has been seeing a high increase over the last few years. Despite a high percentage of the offer being concentrated in the nation’s capital, investments have been made to fuel the development of in other areas, such as Namibe or Huila. In fact, the demining process in the country has allowed the increase of tourist exploitation in areas of the country in which the tourist offer would have been impossible a few years back.
High expectation for tourism in the coming years
In an underdeveloped stage, Angola tourism has high potential to grow over the forecast period. Furthermore, the expected increase in the country’s middle class, the government’s efforts in the country in terms of reconstruction and tourism divulgation are anticipated to produce positive results in the image of Angola as a touristic destination, boosting demand. Nonetheless, many things have to be done to increase the country’s competitiveness in the tourism arena.
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