An international race arrives in Luanda

In September 2026, the waters of Luanda Bay became the setting for a new chapter in international motorsport. Angola hosted its first E1 Grand Prix, bringing the all-electric powerboat championship to Southern Africa for the first time. Held on September 12 and 13, the event placed the country's capital on a racing calendar that includes destinations such as Monaco and Miami.

The E1 World Championship features electric RaceBird powerboats competing in races across different waterfront destinations. Its arrival in Luanda brought together international teams, professional pilots and personalities from sport and entertainment. Among those attending were actor Will Smith and basketball star LeBron James, both associated with teams competing in the championship.

Star power meets destination promotion

Will Smith owns the Westbrook Racing by Visit Angola team, while LeBron James is associated with Team AlUla. Their presence in Luanda offered an additional source of international visibility for a championship still building its global audience.

The relationship between Westbrook Racing and Visit Angola is particularly significant. By associating its tourism identity with a competing team, Angola has created a promotional presence that extends beyond the host city.

The partnership connects the country's destination marketing to a sporting competition built around technology, entertainment and international travel. These associations offer a different perspective on a country that has traditionally attracted less global tourism attention than several of its African counterparts.

Competition on the Atlantic coast

On the water, Team Brady emerged victorious. The team owned by former American football star Tom Brady, represented by Emma Kimiläinen and Sam Coleman, won the inaugural Luanda Grand Prix and strengthened its championship lead.

The race also brought setbacks for some of its most recognisable participants. Westbrook Racing by Visit Angola encountered technical problems and failed to reach the finals. Team AlUla and Team Drogba Global Africa also finished outside the leading positions.

For the host destination, however, the event extended beyond the competitive results. Luanda's waterfront, skyline and Atlantic setting provided the visual backdrop to an international sporting production.

The value of hosting the world

Major sporting events can introduce a destination to audiences who might not otherwise consider visiting it. They also create opportunities for local hospitality businesses, event suppliers and tourism operators.

But visibility alone does not establish economic success. The lasting value of hosting depends on visitor spending, commercial returns and whether the event helps generate interest beyond race weekend.

Luanda's debut demonstrated Angola's capacity to stage a round of an international electric racing championship. Its longer-term contribution to the country's tourism ambitions will depend on what follows.