Sheraton chain is the latest to announce entry to the Angolan market

This stems from a formal agreement signed between Marriott International and the Angola Sovereign Wealth Fund (Fundo Soberano de Angola – FSDEA), announced in late June during the US-Africa Summit held in the Angolan capital. 

The forthcoming Sheraton Luanda will feature 326 rooms and will be situated along the Bay of Luanda, positioning it at the heart of the city’s commercial, diplomatic and cultural districts.  

According to the parties involved, the development will expand the hospitality offering in the city and enhance Angola’s appeal as an emerging tourism and business travel destination on the continent. 

Angola’s Minister of Tourism, Márcio Daniel, who was present at the signing of the agreement, noted that the project is “a strategic milestone” that elevates hospitality standards, fosters international investment and reinforces Angola’s position within the global tourism market. 

Similarly, Armando Manuel, Chairman of the Board of Directors at FSDEA, emphasised that the partnership reflects a clear strategy to strengthen Angola’s portfolio of national assets. 

Angola has traditionally relied on its oil exports, which comprise more than 90% of its foreign exchange earnings. However, diversification efforts have gained momentum in recent years – with agriculture, fisheries, manufacturing and tourism emerging as potentially important sectors of the economy. 

Hilton also making its Angolan debut 

Recently the Hilton’s chain announced an ambitious Africa strategy, which also includes making its debut in the Angolan market. 

Hilton has concluded agreements for three properties in the country – two in the capital city of Luanda under its flagship Hilton Hotels & Resorts brand and affordable-but-still-upscale Hilton Garden Inn brand, as well as a property in Cabinda under its DoubleTree by Hilton brand. 

“We are thrilled to announce several new hotel agreements which significantly expand our footprint in Africa, a continent brimming with potential and opportunity,” said Carlos Khneisser, Chief Development Officer for the Middle East and Africa at Hilton, at the time. 

The African Marketing Confederation is launching an AMC Tourism Chapter during its Marketing Conference 2025, which is scheduled to take place in Accra, Ghana in August. This forms part of a collaboration with the Brand Africa initiative by UN Tourism.