In what has been a successful participation at this years Fitur International Trade Fair, destination Sierra Leone made remarkable inroads and partnerships during the global showpiece event in Madrid. In an official visit by Sierra Leone’s Minister of Tourism and Cultural Affairs, Mrs. Nabeela Farida Tunis and team to UN Tourism Headquarters in Madrid, the Secretary-General, Zurab Pololikashvili commended the sector’s strides and reaffirmed UN Tourism commitments to supporting Sierra Leone’s Tourism drive.
During the meeting, Mrs. Tunis thanked Zurab Pololikashvili for meeting with them while looking forward to forging a greater partnership with UN Tourism. She talked about the huge potential of tourism and how it can be harnessed to enhance the growth of the sector.
On his part Secretary-General of UN Tourism, Zurab Pololikashvili commended Mrs. Tunis and team for their participation at Fitur. He recognized the efforts of Sierra Leone in revamping tourism and reaffirmed UN commitments on unlocking Sierra Leone tourism potential in investment, innovation, gender equality and domestic tourism. UN Tourism Director of Regional Department for Africa, Elcia Grandcourt Programme Officer, Regional Department of Africa, Lydia Bebekum, Director of Tourism, Mohamed Jalloh, the General Manager, NTB, Fatmata Hamid, Assistant Director of Culture, Ishmael A. Kamara and the Administrative Manager, MRC, Ann-Marie Kamara were all part of the discussions.
On other front, the Directorate of Tourism and the National Tourist Board held productive discussions with the Zambia Tourism Board on the establishment of operative tour companies in Sierra Leone. Similar engagements were also held with travel agencies during the course of the deliberations at the trade fair.
Mrs. Tunis appreciated the delegation, (staff of the Ministry, NTB, MRC) and private sector players (Tourism is Life, Best Travel Solutions, Kallon Travels) for the level of participation and collaboration during the trade fair. She encouraged all to continue in the spirit of nationalism in pushing the sector forward for the general good of Sierra Leone.
The World Tourism Organization (UNWTO) enters a new era today with a new name and brand: UN Tourism. With this new brand, the Organization reaffirms its status as the United Nations specialized agency for tourism and the global leader of tourism for development, driving social and economic change to ensure that “people and planet” are always center stage.
To achieve this goal, UN Tourism engaged the services of Interbrand, the leading global branding agency. Interbrand successfully translated the Organization’s renewed vision for tourism into a new visual identity and brand narrative.
This involved renaming the Organization, transitioning from UNWTO to UN Tourism. At the same time, a new brand narrative was meticulously crafted, one that seamlessly aligns with UN Tourism’s central mission and priorities. This narrative pivots around three main messages: the UN as a global altruistic organization, the notion of connecting humans around the world, and the concept of proactivity and movement.
Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism
By moving away from acronyms, UN Tourism adopts a more approachable stance and capitalizes on its strengths: the “UN”, signifying authority, and tourism, a simple and relatable concept for all. This change has been endorsed by the Organization’s membership, highlighting its united support for the profound transformation and reinvention of UN Tourism in recent years, as it has become more agile, visible, and ever closer to its Member States, partners and the sector as a whole.
With 160 Member States and hundreds of private sector affiliates, UN Tourism has its headquarters in Madrid, Spain, and Regional Offices in Nara (Japan) covering Asia & Pacific, Riyadh (Saudi Arabia) for the Middle East, as well as forthcoming Regional Offices for the Americas (Rio de Janeiro, Brazil) and Africa (Morocco). Its priorities center on promoting tourism for sustainable development in line with the UN’s 2030 Agenda for Sustainable Development and its 17 Global Goals. UN Tourism promotes quality education, supports decent jobs in the sector, identifies talent and drives innovation and accelerates tourism climate action and sustainability with:
To achieve this goal, UN Tourism engaged the services of Interbrand, the leading global branding agency. Interbrand successfully translated the Organization’s renewed vision for tourism into a new visual identity and brand narrative.
This involved renaming the Organization, transitioning from UNWTO to UN Tourism. At the same time, a new brand narrative was meticulously crafted, one that seamlessly aligns with UN Tourism’s central mission and priorities. This narrative pivots around three main messages: the UN as a global altruistic organization, the notion of connecting humans around the world, and the concept of proactivity and movement.
Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism
By moving away from acronyms, UN Tourism adopts a more approachable stance and capitalizes on its strengths: the “UN”, signifying authority, and tourism, a simple and relatable concept for all. This change has been endorsed by the Organization’s membership, highlighting its united support for the profound transformation and reinvention of UN Tourism in recent years, as it has become more agile, visible, and ever closer to its Member States, partners and the sector as a whole.
With 160 Member States and hundreds of private sector affiliates, UN Tourism has its headquarters in Madrid, Spain, and Regional Offices in Nara (Japan) covering Asia & Pacific, Riyadh (Saudi Arabia) for the Middle East, as well as forthcoming Regional Offices for the Americas (Rio de Janeiro, Brazil) and Africa (Morocco). Its priorities center on promoting tourism for sustainable development in line with the UN’s 2030 Agenda for Sustainable Development and its 17 Global Goals. UN Tourism promotes quality education, supports decent jobs in the sector, identifies talent and drives innovation and accelerates tourism climate action and sustainability with:
Member States – both as recipients of its services, assistance and as active stakeholders in the Organization’s Programme of Work.
Individuals – specifically travelers and local communities whose lives flourish through the empowerment of the economy through tourism.
Private, semi-private, and public organizations – all engaging with UN Tourism’s work, including its data and insights, events and products.Zurab Pololikashvili, Secretary-General of UN Tourism, said: “As society progresses, the tourism sector, much like many other sectors, needs to transform to serve as a catalyst for prosperity at a universal scale. Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism. The organization takes on the role of driving a sustainable force that is now central to many economies.”Borja Borrero, Executive Director at Interbrand, said: “Transitioning from UNWTO to UN Tourism marks a significant new phase for the organization. The revised nomenclature offers several advantages, including simplicity, enhanced comprehension, improved legibility and memorability. It also serves to clarify the agency’s sphere of influence within the global tourism industry. The new elements of the brand are the foundations of a distinct and proprietary image – one that is direct, relatable, and relevant for diverse audiences.”The new brand expression is not only limited to words and messages but also expands into a reinvented visual discourse. UN Tourism has a new design language starting from its symbol. “Bringing the world closer” is the new tagline that inspires the concept of a Pangea shaping a human figure in action. This drastic evolution from the former globe symbols reflects the Organization’s emphasis on the dynamic nature of tourism and on putting people first.Beyond the symbol, the rebrand also includes a revamp of the entire visual system, which is now based on a grid of geographical coordinates meant to help people navigate the brand’s touchpoints, both offline and online, such as events, website, reports, social media channels and campaigns. This system unlocks a rich universe of elements including imagery, fonts, colors, and pictograms all designed to personalize social media campaigns, events, posts, and videos.The new brand will be gradually implemented across all UN Tourism touchpoints over the next few months, beginning with digital channels such as the website, social media accounts and newsletters, followed by physical spaces such as offices and events, and elements such as reports and stationary.
Madrid- FITUR, 24th January 2024. Sierra Leone, a country known for its rich culture and stunning natural beauty, is making a significant push into the Spanish tourism market, leveraging the momentum of FITUR 2024, one of the world’s leading tourism trade fairs. The Sierra Leonean delegation’s presence at the event underscores a strategic approach to tourism marketing and expansion, with the support of the Sierra Leone Economic Diversification Project (SLeDP), which plays a critical role in facilitating international connections and promoting the nation’s tourism sector.
It is traditional for NTB before the commencement of FITUR, which officially opened on January 24th at the IFEMA North Gate, the Sierra Leone Tourism delegation received an in-depth briefing from their LOTUS representative. This preparatory session was designed to provide insights into Spanish marketing trends and consumer behavior, ensuring that the delegation could effectively engage with potential partners and customers.
The Hon. Minister Nabeela F. Tunis, demonstrating Sierra Leone’s commitment at the highest level, graced the opening ceremony with her presence. This not only signified the importance of the tourism sector to the national economy but also provided a platform for high-level networking. Minister Tunis met with fellow tourism ministers, laying the groundwork for future collaborations and knowledge sharing.
A notable meeting took place with Mr. Borja Gutierrez of Inspiring SOHO, a travel agency from Malaga that specializes in crafting exclusive tours to emerging destinations like Sierra Leone. The conversation with Mr. Gutierrez highlighted the growing interest in unique travel experiences and the potential for developing bespoke packages that cater to this demand.
The delegation’s proactive approach continued with a meeting with Madam Marisa Nogales, president of Descubre Viajes, a boutique tour operator. Her company’s focus on fulfilling special client needs aligns well with Sierra Leone’s diverse tourism offerings, which range from unspoiled beaches to rich historical heritage.
One of the highlights of the delegation’s activities at FITUR was a featured interview of the Hon. Minister of Tourism, Madam Nabeela Tunis, conducted by Mr. Kojo Bentum-Williams of UNWTO Communications. Minister Tunis provided a compelling overview of Sierra Leone’s tourism potentials and the general status of the industry, effectively communicating the country’s value proposition to the global audience.
The delegation’s schedule remained packed with Asier Reino, the Director of Culturay Viajes, engaging in productive discussions about the possibility of integrating Sierra Leone into their extensive travel portfolio that spans five continents. This collaboration could potentially bring Sierra Leone to the forefront of travel itineraries for clients with specialized needs across the globe.
Moreover, on January 24th, the Sierra Leone team had the opportunity to sit down with CN Traveler Brand Lead Jose Manuel Manrique, though the details of this encounter were not provided in the brief. However, one can surmise that this meeting could significantly boost Sierra Leone’s visibility in the Spanish market, considering CN Traveler’s influence and reach.
The strategic efforts at FITUR 2024 reflect a comprehensive approach by Sierra Leone to tap into the Spanish market, with the SLeDP offering invaluable support. By engaging with travel experts, boutique tour operators, and media influencers, Sierra Leone is not only showcasing its tourism potential but is also establishing the groundwork for sustainable growth in the sector. The meetings and interviews conducted during the fair are expected to yield fruitful partnerships
The attendees of the meeting were high-level officials and stakeholders in the tourism industry, including:
– Mr. Mohamed Jalloh, the Director of Tourism from the Ministry of Tourism, who plays a significant role in shaping the country’s tourism policies and strategic direction.
– Mrs. Fatmata Mida Carew, the General Manager (GM) of the National Tourist Board, who is responsible for overseeing tourism promotion and marketing within the country and external.
– Mr. Francis Kaifala, the Chairman of the Monuments and Relics Commission, tasked with the preservation and promotion of Sierra Leone’s cultural heritage sites.
– Lucinda Kargbo, the Marketing Manager, whose role involve marketing and promoting Sierra Leone as a desirable tourist destination.
– Mr. Ishmael Abu Kamara, the Deputy Director of Culture, has vested interest in incorporating cultural elements into tourism initiatives.
– Annmarie Kamara, the Administrative Manager of the Monuments and Relics Commission, involved in the administrative side of preserving and promoting historical sites.
Additionally, various travel and tour companies, including Tourism is Life Tours, Best Travel Solutions, Kallon Travel, and Tasso Ecotourism, were managing a promotional booth. These entities have been responsible for engaging with potential tourists and partners, showcasing what Sierra Leone has to offer in terms of tourism experiences.
The report notes that the booth captured the attention of almost 400 stand visitors on the first day, indicating a substantial interest in Sierra Leone as a travel destination.
This level of engagement is a positive sign for the country’s tourism industry, suggesting that their presence at the event was well-received and generated curiosity among the event attendees.
FITUR, 25th January 2024. As the international tourism industry convened at the renowned FITUR 2024, Sierra Leone’s tourism sector stood out on the event’s second day with a series of strategic meetings aimed at bolstering its presence on the global stage. The West African nation’s delegation, demonstrating a blend of readiness and grace, engaged in well-organized dialogues with influential industry partners, signaling a promising leap forward in its tourism development.
Sierra Leone, a country rich in natural beauty and cultural heritage, has long sought to expand its reach within the international tourism market. The efforts at FITUR 2024, where over 150 countries gathered, have shown that the nation is not only serious about attracting visitors but also committed to sustainable practices, a pivot that aligns with the growing global demand for responsible travel.
One of the day’s highlights was the meeting between Sierra Leone’s tourism delegation and Lola Mellado, the product manager from ICARION. With a vast portfolio encompassing more than 1,000 itineraries in 140 countries, ICARION’s dedication to sustainable tourism resonates with Sierra Leone’s vision. Mellado emphasized that for Sierra Leone to be featured in ICARION’s offerings, a sustainable approach is not just preferred but essential, underscoring the importance of environmental and cultural preservation in today’s travel industry.
After a brief intermission, representatives from HOTEL BEDS, including Florian Blois and a colleague, joined the discussion to explore the integration of Sierra Leone’s accommodations into their booking system. This potential collaboration promises to generate increased leads for local tourism businesses, enhancing the country’s visibility and accessibility to international travelers.
The momentum continued with a meeting with Mr. Ruben Torres, the Development Director from LUZOTOUR. Torres, an expert tour operator with origins in Morocco and a history of charter flight services, has now turned his expertise toward Africa. His keen interest in Sierra Leone was evident, indicating a strong vote of confidence in the country’s tourism sector from a seasoned industry professional.
As the day progressed, Mr. Adolfo Alonso, the Strategic Partnerships Account Manager from DESTINA, took the lead in engaging the Sierra Leonean team on the prospect of promoting Sierra Leonean accommodations to their extensive client base in Spain. This interaction opened up a crucial European market for Sierra Leone’s hospitality sector, fostering a bridge between the two regions.
The day concluded with a meeting with Maryana Marcano, a tourism specialist from EXOTICCA, an online tour operator known for crafting sophisticated and enticing travel itineraries. Marcano expressed interest in developing unique travel packages that would showcase Sierra Leone’s allure, targeting a special market niche that seeks out-of-the-ordinary experiences.
Sierra Leone’s presence and proactive engagement at FITUR 2024 not only reflect the nation’s dedication to developing its tourism sector but also its commitment to sustainable and responsible tourism practices. The strategic meetings held on the second day of the event have set the groundwork for future collaborations and have positioned Sierra Leone as a rising star in the global tourism landscape. As the country moves forward with these partnerships, the promise of increased international exposure and tourism growth shines brightly on the horizon for this vibrant and culturally rich destination.
The attendees of the meeting were high-level officials and stakeholders in the tourism industry, including:
– Mr. Mohamed Jalloh, the Director of Tourism from the Ministry of Tourism, who plays a significant role in shaping the country’s tourism policies and strategic direction.
– Mrs. Fatmata Mida Carew, the General Manager (GM) of the National Tourist Board, who is responsible for overseeing tourism promotion and marketing within the country and external.
– Mr. Francis Kaifala, the Chairman of the Monuments and Relics Commission, tasked with the preservation and promotion of Sierra Leone’s cultural heritage sites.
– Lucinda Kargbo, the Marketing Manager, whose role involve marketing and promoting Sierra Leone as a desirable tourist destination.
– Mr. Ishmael Abu Kamara, the Deputy Director of Culture, has vested interest in incorporating cultural elements into tourism initiatives.
– Annmarie Kamara, the Administrative Manager of the Monuments and Relics Commission, involved in the administrative side of preserving and promoting historical sites.
Additionally, various travel and tour companies, including Tourism is Life Tours, Best Travel Solutions, Kallon Travel, and Tasso Ecotourism, were managing a promotional booth. These entities have been responsible for engaging with potential tourists and partners, showcasing what Sierra Leone has to offer in terms of tourism experiences.
The report notes that the booth captured the attention of 352 stand visitors on the first day, indicating a substantial interest in Sierra Leone as a travel destination.
This level of engagement is a positive sign for the country’s tourism industry, suggesting that their presence at the event was well-received and generated curiosity among the event attendees.
To create awareness for domestic tourism and to effect positive economic, social, and ecological impacts for sustainable tourism development, the Ministry of Tourism and Cultural Affairs, the National Tourist Board, and the Monuments and Relics Commission have started a one-year campaign on National Domestic Tourism in Sierra Leone. The theme for the one-year campaign is “Tourism for All,” with a monthly thematic focus, and the theme for January 2024 is “Explore and Discover.”
In this one-year domestic tourism campaign drive, the Ministry of Tourism and Cultural Affairs, in partnership with its sub-vented agencies, has invited students, academic staff, and non-academic staff from universities across the country, including Fourah Bay College, Milton Margai Technical University, the University of Makeni, and Limkokwing University, to tour major attraction sites across the country. The tour started on the 17th of January from the Family Kingdom with a visit to the Tacugama Chimpanzee Sanctuary and will continue to other attraction sites across the country, including the Historic Banana Island, Bounce Island, Freetown City Tour, Peninsula Tour, Tiwai Island Wildlife Sanctuary, and will end with a visit to Wara Wara Hills in Kabala on the 25th of January 2024. These visitations aim to provide a unique opportunity for the students and staff from the various universities to gain hands-on experience with our domestic tourism products and to become ambassadors for promoting and marketing Sierra Leone in their various institutions and communities, using different social media handles across the country, etc.
This one-year domestic tourism campaign will continue with different activities, including radio and television discussions, innovation challenges, engagements, and collaboration with key stakeholders, including private sector players, civil society actors, local community members, the media, Ministries, Departments and Agencies across the country.
