The event is a hub for networking, negotiating, and getting the latest insights on trends, issues, and innovations in the travel and tourism sector. ITB Berlin attracts thousands of visitors, exhibitors, and media representatives from all over the globe, making it a significant event on the international tourism calendar.

Sierra Leone, located on the west coast of Africa, is a nation rich in natural beauty and cultural heritage. Known for its pristine beaches, lush rainforests, and vibrant communities, Sierra Leone is becoming an emerging destination for tourists seeking unique travel experiences. With a focus on ecotourism and sustainable practices, Sierra Leone’s tourism industry is committed to preserving the country’s environment and improving the livelihood of its people.

Berlin, Germany – The International Tourismus-Börse (ITB) Berlin 2024 has commenced with an impressive showcase from Sierra Leone’s tourism delegation, captivating the interest of German and international travelers on the first day of the event, March 5th. Hosted this year by Oman as a lead player and partner, the ITB Berlin inauguration saw influential figures from the global tourism industry gather at the City Cube arena, including the UN Tourism Secretary-General, the Africa Regional Director of UN Tourism, the World Tourism and Travel Council, and the CEO of ITB Berlin.

The opening ceremony was graced by the presence of the Honorable Minister of Tourism from Sierra Leone, Madam Nabeela Tunis, accompanied by an esteemed team of senior officials. The delegation included Permanent Secretary Mr. Edward Kwame Yankson, Director of Tourism Mr. Mohamed Jalloh, General Manager Mrs. Fatmata Mida Carew, Commissioner of Monuments and Relics Commission Mr. Joseph Kaifala, Mrs. Annmarie Kamara of MRC, Marketing Manager Lucinda Kargbo, Kai Bockarie-Saquee- P.R and Marketing Assistant Ismatu Koroma.

As ITB 2024 began, Sierra Leone’s tourism booth attracted over 400 trade participants, eager to engage with the country’s tourism representatives, including Vist Sierra Leone(VSL),International Partnership Cooperation (IPC), Tourism is Life Tours(TILT), Country Lodge, Hello Sierra Leone (HSL) and Best Travel Solutions (BTS). The Sierra Leonean presence was marked by the distribution of promotional content such as T-shirts, caps, artifacts, brochures, polos, and mixed local snacks, all set against the backdrop of peaceful traditional drumming that drew the attention of trade visitors and created a captivating atmosphere.

The day was filled with productive meetings and engagements, yielding smart outcomes.

– An individual press trip with Malte Clavin, an adventure story journalist.
– Daniela Köster from Unique-Universe travel blog, who will narrate stories about Sierra Leone’s events.
– An interview with Museeah, a journalist from Africa News Analysis.
– Discussions regarding media cooperations with Manuela, a manager from RTL/G&J Media.
– An introduction of the destination to Gesche Jensen, Product Manager from Reisen mit Sinnen tour operator.
– Feedback from Philip Muders of Journification on his trip to Sierra Leone.
– Engagements with Frank Heller, Product Manager of GEOPLAN Tour Operator, discussing new product opportunities on the Familiarization trip to Sierra Leone last October. Frank informed his company has included Sierra Leone in their new catalog which will be out in two weeks, thus making Sierra Leone it 3 west Africa countries they will be promoting. Initially it was Senegal and Togo.

– A feature on the “55 Countries” Africa-Podcast.

Sierra Leone’s participation in this year’s ITB is a testament to the country’s commitment to promoting its tourism industry on an international stage. With a more formidable and organized presence, the Sierra Leonean delegation has made a significant impact on day one, leveraging the platform to highlight the nation’s beauty, culture, and potential as a travel destination.

As Sierra Leone continues to engage with global tourism stakeholders at ITB Berlin 2024, the response from German travelers and international participants alike suggests a growing interest in the country as a vibrant and culturally rich destination for future exploration.

Sierra Leone’s Embassy officials in Germany amazed the team with tremendous and outstanding support, from airport and transfers unto protocols and booth management. This support is laudable and appreciated from the leadership.

Sierra Leone Economic Diversification Project( SLeDP) supports Sierra Leone’s participation at this year’s ITB.

Kai Bockarie-Saquee
Communications and P.R. Officer – NTB.