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Tourism in Angola: why do you waste time in lectures?
Yesterday I was asked why I continue to invest time in lectures, workshops and training. The answer is simple, but not consensual: because I believe that tourism in Angola needs, above all, to be built from within.
Today there is a vision that we must communicate more and better abroad, promoting Angola as a destination and, thus, attracting the tourist profile we desire. I don't disagree with the importance of promotion. But, from my perspective, it cannot be the starting point.
My vision is different: I believe that we will only be able to attract the right tourist and in a sustainable way, when we are internally organized.
When we promote an image that does not yet fully correspond to the experience on the ground, we run a silent risk: that of creating expectations that are not met. And when that happens, we are not building tourism, we are just generating occasional visits, without continuity, without recommendations, without real impact.
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Tourism is built on a foundation
Tourism is not built with campaigns. It is built on the basis.
And this basis involves something essential: real engagement between all stakeholders.
When I say everyone, I mean everyone. Not just tour operators, travel agencies, guides or hotels. I'm talking about municipal administrations, provincial governments, traditional authorities, but also health, security, relief and local communities. Tourism is transversal and only works when everyone understands their role within the system.
More than infrastructure, alignment
More than infrastructure, we need alignment. We need a common language about what tourism is, what we want to achieve and how to get there.
Because the long term is built on well-made decisions in the short and medium term.
The visitor starts inside
Another point that we often ignore: the visitor is not just foreigners. The visitor is also the national, the resident, anyone who finds value in a destination.
And, if we are unable to mobilize and enchant those inside, it will be difficult for us to support those from outside.
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Training as a structural investment
That's why I continue to dedicate time to these trainings. It's not a waste of time. It is structural investment.
I deeply believe that tourism in Angola has extraordinary potential. But potential, in itself, is not a product. Only when we manage to transform this potential into consistent experiences, organized and shared by everyone, will we become a true tourist destination.
A vision for the future
My vision is not against anyone. It's just a different view.
A vision that argues that tourism is not imposed, it is built. And it is built from the inside out.
Sincerely
Jorge Nunes
www.hoteisangola.com
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