A government subsidiary and the official travel portal for the archipelago, the Cabo Verde Tourism Institute (CTVI) promotes the magic of the country on an international scale. The institute works hard to market the warmth of the nation’s people, its adrenaline-filled sporting activities, and plethora of wonderous carnivals and festivities.
Dr Carlos Jorge Duarte Santos, Minister of Tourism and Transport, and Francisco Martins, Executive Member, tell us how the government actively supports the tourism industry and why Cabo Verde should be at the top of travellers’ bucket lists for 2025.
Firstly, can you talk us through the Cabo Verde Tourism Institute’s purpose and mission?
Francisco Martins, Executive Member (FM): The Cabo Verde Tourism Institute (CVTI) is a government body that falls under the supervision of the Ministry of Tourism and Transport, which has its statutes approved by law and responds as a National Central Entity for the execution of the government’s public policies in areas such as regulation, inspection, licensing, destination promotion, training, and other responsibilities.
How does the Ministry of Tourism and Transport support the industry in Cabo Verde?
Dr Carlos Jorge Duarte Santos, Minister of Tourism and Transport (CJDS): The Ministry of Tourism and Transport, the governmental department, defines public policies and the strategy of the tourism industry within the scope of the government programme, incorporated in the Strategic Plan for Sustainable Development (PEDS), which chose tourism as a locomotive of development and the sector that induces all economic activities.
In such a way, tourism represents 25 percent of GDP, being the sector that creates the most jobs, especially for young people, the majority of whom are women.
How do you promote Cabo Verde and everything it has to offer as a travel destination?
FM: Over the years, CVTI has actively promoted the country at international fairs to issuing merchants in conjunction with large operators and incoming agencies in Cabo Verde. Recently, the definition of a new diversification strategy for both products and the market, following the guidelines of our Strategic Marketing Plan and our social and digital networking, have been strong vectors of promotion.
Another form of promotion that has had very positive results is the organisation of and participation in major events, both in the country and abroad, as well as the sponsorship of water sports events, namely kitesurfing, windsurfing, and sport fishing.
It is also worth highlighting that Cabo Verde recently approved a new tourist brand slogan: ‘Cabo Verde, From the Heart’.
In what ways has Cabo Verde’s tourism industry evolved since you became Minister of Tourism and Transport in 2020?
CJDS: My entry into the government practically coincided with the advent of the COVID-19 pandemic. Between 2020 and 2021, we therefore focused on implementing measures to mitigate the effects. This ultimately impacted all economic activity, causing a financial contraction of around 20 percent and more than 20,000 job losses.
We responded quickly with an extended and successful vaccination campaign and promoted the tourism industry’s recovery in 2021 with an ambitious tourism renaissance plan, whose main pillars were health and safety, product diversification, sustainability, company support for employment and families, training and valuation of tourism professionals, and the introduction of the Tourism Operational Programme (POT).
It was a very challenging period, and certainly one with much unpredictability, but in light of the current reality, we can say that we managed to overcome it and get the country back on the right path safely.
In 2022, POT was approved by the government and financed by the state and World Bank. Budgeted at around €235 million and set to last until 2026, POT is structured into five sub-programmes:
- Requalification of tourist offerings that aim to qualify and diversify tourism experiences.
- Governance that aims to reinforce institutional articulation and tourism and local planning.
- Tourism promotion that primarily aims to implement the marketing plan, focusing on digital marketing and important projects to improve regional and maritime connectivity.
- Sustainability that aims to respond to the sector’s environmental, social, and economic challenges.
- HR Requalification that complements the diversification and qualification of the national tourism product through the extensive training of young people in segments already identified as priorities.
We also organize major international events in the country, such as the 64th Regional Commission for Africa (CAF), under the auspices of UN Tourism, maintaining Cabo Verde’s status as a member of the Executive Board for the second consecutive term.
In addition to cultural festivals, Cabo Verde also holds international events. In 2023, the country held the first International Conference on Nature Tourism.
In terms of transport, we moved forward with the restructuring of Cabo Verde Airlines and introduced a new strategy for approaching the business and aiming to reinforce the company’s internal capacity while investing in traditional destinations such as Lisbon (Portugal), Paris (France), Bergamo (Italy), and Barcelona (Spain). We plan to announce new routes by the end of this year.
Meanwhile, a design contract was signed with VINCI for the management of the country’s airports, which is part of the strategy to modernise and improve the efficiency of airlines. This agreement was made with the aim of attracting and promoting new air connections to and from Cabo Verde. Law reforms in tourism and transport are also being carried out with a view to improving connectivity in air and sea links to the country.
This year, we also reached our much-desired target of one million guests. This confirms the industry’s strong recovery after the pandemic, with the number of visitors and overnight stays registering growth of between 20 and 26 percent respectively compared to the previous year and surpassing the values recorded before the pandemic in 2019.
In Q1 2024, we carried out the rebranding of Cabo Verde’s tourist offering based on ‘MORABEZA’, meaning ‘Cabo Verde, from the heart’ in English. As a result, we are spreading the identity of the people and their unique hospitality to those who visit us, becoming the symbol and image of tourist promotion inside and outside of the country.
Next October, due to an agreement between the Cabo Verdean government and EasyJet, we will begin the first low-cost operation from Lisbon and Porto to the country.
In summary, these are some of the important measures and achievements that are part of the government’s strategy to enhance and develop Cabo Verde as a more attractive, competitive, and sustainable tourist destination, having a positive impact on current and future generations.
“In Q1 2024, we carried out the rebranding of Cabo Verde’s tourist offering based on ‘morabeza’, meaning ‘Cabo Verde, from the heart’ in English”
Dr Carlos Jorge Duarte Santos, Minister of Tourism and Transport
In what ways can travellers experience the true essence of ‘morabeza’?
FM: Visitors arriving in Cabo Verde have increasingly ventured out of the resorts and hotels and travelled throughout the islands in search of local experiences, especially to sample local cuisine and music which are key parts of Cape Verdean culture.
There is also an increase in tourists who love trekking and ecotourism, particularly on the islands of Santo Antão, Santiago, and Fogo.
How would you recommend visitors best experience Creole and Cabo Verdean culture?
CJDS: Fly to our islands and enjoy the sun, white sand beaches, and turquoise waters 365 days a year on the islands of Sal, Boa Vista, and Maio.
Walk around the city of Mindelo, discover and visit the museums, and immerse yourself in the carnivals, music, and gastronomy festivals that take place throughout the year across all the islands. Don’t forget Pico do Fogo, the splendid and unique active stratovolcano on Fogo Island, where you can taste a unique, locally produced wine. Visit the Cidade Velha (Old Town) – the first to be built by the Portuguese in the tropics and Cabo Verde’s first UNESCO World Heritage Site.
Travellers can also choose the pedestrian paths on Santo Antão, São Nicolau, Santiago, Fogo, and Brava, which connect the islands from north to south through valleys, mountains, and the sea coast, each with stunning landscapes and welcoming people.
FM: To be immersed in music festivals, let yourself be rocked by morna, a genre and rhythm immortalised by the eternal singer Cesária Évora and classified by UNESCO on its Intangible Cultural Heritage List.
Discover the rich historical heritage, namely the Cidade Velha, delight in the sounds and rhythms of songs such as Kola San Jon and genres like the coladeira and funaná, and explore the rich and varied local gastronomy, including Cabo Verde’s national dish, the famous Cachupa.
What upcoming events can travellers in Cabo Verde look forward to?
FM: The country is rich in music festivals and other cultural events. The most popular ones that should be mentioned are the Santa Maria Festival, Mindelact theatre association, GKA Kite-Surf World Cup, Mindelo Carnival, Kriol Jazz Festival, Atlantic Music Expo, Kavala Fresk Festival, and Baía das Gatas Festival, alongside many other religious and cultural festivities in the country’s 22 municipalities throughout the year.
Are you optimistic about the future of the tourism industry in Cabo Verde?
CJDS: Due to the work that has been done in recent years, the numbers that have been recorded, and above all, the very positive and adequate response during the fight against the pandemic, I believe that the future of tourism in Cabo Verde will have a very positive impact on the country’s development and, consequently, people’s lives.
We are confident and anticipate we will reach the target of 1.2 million tourists in 2024 and further induce the growth of economic activity linked to the agriculture, agribusiness, fishing, and creative industries in the tourism value chain.
Finally, what can travellers expect from Cabo Verde in 2025?
FM: In addition to all the festivals and events we mentioned, 2025 should be a year of many new features, starting with the opening of a new cruise terminal in São Vicente as well as many new international hotel brands, namely Sheraton and New Horizon, among others, boosted by the start of Operation EasyJet in October with flights from Lisbon and Porto.
