London, United Kingdom — June 25, 2025 — Sierra Leone’s tourism sector took a significant leap forward on the second day of the Experience Africa Showcase, organized by the African Travel and Tourism Association (ATTA). The event, which draws over 600 industry stakeholders from across Africa and beyond, served as a dynamic platform for networking, marketing, and strategic partnerships, with Sierra Leone emerging as a vibrant and engaged participant.
As a fully registered member of ATTA, Sierra Leone benefits from a high-level platform that advocates for African tourism interests. The country’s participation underscores its commitment to positioning itself as a premier travel destination on the continent. The event provided an invaluable opportunity for Sierra Leone to showcase its rich cultural heritage, pristine beaches, and burgeoning tourism infrastructure.
The presence of key diplomatic figures, including Sierra Leone’s High Commissioner to the United Kingdom, Dr. Morie Komba Manyeh, and his team, highlighted the importance placed on tourism development. They joined the Sierra Leone Tourism Board during the Experience Africa Showcase, emphasizing the government’s support and strategic focus on tourism as a key driver of economic growth.
Furthermore, the UK High Commissioner to Sierra Leone paid a visit to the ATTA showcase, signaling strong diplomatic backing and fostering international collaboration.
One of the event’s highlights was the series of B2B (business-to-business) meetings, which proved highly productive for Sierra Leone’s tourism stakeholders. Ten strategic appointments facilitated meaningful dialogue between Sierra Leonean tourism representatives, international trade partners, and media outlets. These sessions are designed to foster collaborations, attract investments, and amplify Sierra Leone’s presence on the global tourism map.
Beyond trade negotiations, the Experience Africa Showcase offers destination training sessions, industry insights, and lively discussions on emerging trends and challenges in the tourism sector. Sierra Leone’s rebranding efforts, aimed at highlighting its diverse tourism offerings, received particular attention, positioning the country as an exciting destination for adventure, culture, and eco-tourism.
As the event concludes, Sierra Leone’s active participation signals a promising future for its tourism industry. The curated experience over the three days has not only elevated Sierra Leone’s profile but also opened avenues for future collaborations and investments. With ongoing efforts to promote its unique attractions, Sierra Leone is poised to attract more international visitors and establish itself as a must-visit destination in Africa.
The second day of the Experience Africa Showcase demonstrated Sierra Leone’s full engagement and commitment to tourism development. Supported by diplomatic backing and strategic industry partnerships, the country is well on its way to transforming its tourism sector into a vital economic pillar. As the continent’s tourism landscape continues to evolve, Sierra Leone’s proactive approach ensures it remains a key player on the African tourism stage.
