𝙎𝙞𝙚𝙧𝙧𝙖 𝙇𝙚𝙤𝙣𝙚’𝙨 𝙏𝙤𝙪𝙧𝙞𝙨𝙢 𝘽𝙧𝙖𝙣𝙙𝙞𝙣𝙜 𝙖𝙣𝙙 𝙢𝙖𝙧𝙠𝙚𝙩𝙞𝙣𝙜 𝙚𝙛𝙛𝙤𝙧𝙩𝙨 𝙧𝙚𝙘𝙤𝙜𝙣𝙞𝙯𝙚𝙙 𝙖𝙨 𝙎𝙞𝙚𝙧𝙧𝙖 𝙇𝙚𝙤𝙣𝙚 𝙃𝙞𝙜𝙝 𝘾𝙤𝙢𝙢𝙞𝙨𝙨𝙞𝙤𝙣𝙚𝙧 𝙩𝙤 𝙩𝙝𝙚 𝙐𝙣𝙞𝙩𝙚𝙙 𝙆𝙞𝙣𝙜𝙙𝙤𝙢, 𝘿𝙧. 𝙈𝙤𝙧𝙞𝙚 𝙆𝙤𝙢𝙗𝙖 𝙈𝙖𝙣𝙮𝙚𝙝 𝙟𝙤𝙞𝙣 𝙩𝙝𝙚 𝙥𝙧𝙤𝙘𝙚𝙨𝙨 𝙖𝙩 𝙀𝙭𝙥𝙚𝙧𝙞𝙚𝙣𝙘𝙚 𝘼𝙛𝙧𝙞𝙘𝙖 2025.
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.
Fatmata Mida Carew Continues Sierra Leone’s Tourism Profiling and Rebranding at the Experience Africa Showcase in London
London — Sierra Leone’s vibrant tourism sector is once again in the spotlight as the country continues its ambitious journey of profiling and rebranding at this year’s prestigious Experience Africa Showcase. The event, held in the heart of London, serves as a pivotal platform for Sierra Leone to present its diverse tourism offerings, showcase new developments, and forge valuable international partnerships.
Sierra Leone’s tourism landscape is experiencing a renaissance, driven by strategic investments and innovative projects aimed at positioning the country as a premier African destination. The nation’s rich history, vibrant culture, and breathtaking natural assets are being harnessed to create a compelling narrative for global travelers.
Among the key highlights is the unveiling of Sierra Leone’s new international airport, a significant infrastructural milestone that promises to enhance connectivity and facilitate increased tourist arrivals. The airport’s modern facilities underscore the country’s commitment to providing seamless travel experiences.
Tacugama Chimpanzee Sanctuary — A flagship project supported by the World Bank’s bankable projects initiative, Tacugama is not only a conservation success story but also a burgeoning eco-tourism attraction. Its sustainable development plans aim to attract eco-conscious travelers seeking authentic wildlife encounters.
Leicester Peak — Offering panoramic views of Freetown and beyond, Leicester Peak is gaining recognition as an adventure and nature tourism hotspot. Efforts are underway to develop walking trails, viewing platforms.
Day One of the event kicked off with an official opening ceremony, drawing attention to Sierra Leone’s burgeoning tourism sector. The highlight of the day was the (GM) presentation, which positioned Sierra Leone as a prime destination for African and international tourists alike.
The event’s B2B meetings proved highly productive, with ten strategic appointments facilitating dialogue between tourism stakeholders, trade partners, and media representatives. These sessions are designed to foster collaborations, investments, and promotional campaigns that will boost Sierra Leone’s visibility on the global stage.
The Experience Africa Showcase is more than just a trade fair — it is a vibrant platform that offers destination training sessions, engaging discussions on industry hot topics, and lively networking opportunities. Over the three days, participants are immersed in a curated experience that highlights Africa’s diverse tourism offerings, with Sierra Leone’s rebranding efforts clearly taking center stage.
As Sierra Leone continues to refine and promote its tourism profile, events like the Experience Africa Showcase play an essential role in attracting international attention and investment. With its impressive infrastructural developments, rich cultural heritage, and emerging attractions, Sierra Leone is poised to carve out a distinctive niche in the competitive African tourism landscape.
Sierra Leone Secures Seat on World Committee on Tourism Ethics
Abuja, Nigeria— In a significant stride towards promoting responsible tourism and ethical standards in the global tourism industry, Sierra Leone has been elected to serve on the esteemed World Committee on Tourism Ethics (WCTE). This appointment marks a historic milestone for the West African nation, highlighting its commitment to sustainable tourism development and ethical practices.
Established in 2003, the World Committee on Tourism Ethics is an independent subsidiary body of the United Nations World Tourism Organization (UNWTO), dedicated to upholding and promoting the Global Code of Ethics for Tourism. Comprising nine members and three alternates, the committee is responsible for the dissemination, evaluation, and monitoring of ethical principles that guide responsible tourism worldwide.
The WCTE operates under the authority of the UNWTO General Assembly, which appoints members in their personal capacities—meaning these individuals serve not as representatives of their governments but as independent experts committed to advancing ethical standards in tourism. Members serve a four-year term, during which they work to ensure that tourism development aligns with principles of sustainability, respect for local cultures, and social responsibility.
The election of Sierra Leone to the WCTE underscores the country’s dedication to fostering responsible tourism practices. As a country rich in natural beauty and cultural heritage, Sierra Leone has been actively working to position itself as a sustainable travel destination. This new role offers an opportunity for Sierra Leone to contribute to shaping global tourism ethics and to promote responsible tourism initiatives within its borders.
Sierra Leone’s inclusion in the WCTE is expected to bolster its efforts in implementing ethical tourism practices, such as community engagement, environmental conservation, and cultural preservation. Moreover, it provides a platform for Sierra Leone to share its experiences and challenges, fostering international collaboration and knowledge exchange.
Globally, Sierra Leone’s participation enriches the diversity of perspectives within the committee, emphasizing the importance of inclusive and culturally sensitive tourism development. It also aligns with the broader objectives of the UNWTO to promote sustainable and universally accessible tourism.
As Sierra Leone prepares to serve on the WCTE, stakeholders across the country are optimistic about leveraging this opportunity to advance responsible tourism policies. The country’s engagement will not only benefit its local communities but also contribute to the global community’s understanding of ethical tourism practices.
This achievement reflects Sierra Leone’s dedication to responsible development and positions it as a proactive player in shaping the future of ethical tourism worldwide. It exemplifies how nations can come together under the umbrella of international organizations to promote shared values and sustainable growth.
Sierra Leone’s election to the World Committee on Tourism Ethics signifies a positive step toward fostering a more responsible, inclusive, and sustainable global tourism industry. As the country embarks on this new chapter, it sets an inspiring example for other nations committed to ethical tourism principles and sustainable development.
Sierra Leone to Participate in 68th UN Tourism Regional Commission for Africa Thematic Conference in Nigeria
Sierra Leone to Participate in 68th UN Tourism Regional Commission for Africa Thematic Conference in Nigeria
Abuja, Nigeria — June 11, 2025 — Sierra Leone’s Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, along with her technical team, has arrived in Abuja to attend the prestigious 68th Meeting of the UN Tourism Regional Commission for Africa (CAF) Thematic Conference, taking place from June 11 to June 13 at the Transcorp Hilton Hotel.
This year’s theme, “Boosting Social Impact and Education in Tourism via Innovation, AI, and Creative Industries,” underscores the conference’s focus on leveraging cutting-edge technological advancements to foster sustainable development and social impact within the tourism sector across Africa.
Minister Tunis expressed her enthusiasm about the gathering, emphasizing its significance in shaping the future of tourism management and transformation in the continent. She highlighted Sierra Leone’s dedication to embracing innovation and creativity as vital tools for advancing its tourism industry and creating more inclusive economic opportunities.
The conference will convene representatives from UN Tourism Member States, Affiliate Members, and a broad spectrum of stakeholders from the public and private sectors. Discussions will center on strategies to harness modern technology—particularly artificial intelligence and creative industries—to elevate social impact and educational initiatives within tourism.
Stay tuned for comprehensive updates from the conference as Sierra Leone continues to showcase its commitment to innovative tourism development.
NTB Communications and Public Relations
Sierra Leone host Kurt Lalin and Yolanda Saayman from G-adventures
Saturday 7th June, Freetown- The Minister of Tourism and Cultural Affairs; Mrs. Nabeela Farida Tunis, the General Manager-NTB- Mrs. Fatmata Mida Carew and Visit Sierra Leone hang heads with Kurt Lalin, Contracting Specialist for Africa, and Yolanda Saayman, Product Manager for Africa from G- Adventures Inc. of Canada which operates as an adventure travel company with specialized offers in group tours, safari, and expeditions.
Sierra Leone, a jewel in West Africa, is rapidly emerging as a vibrant destination for eco-tourism, cultural exploration, and authentic adventure experiences. With its rich history, diverse landscapes, and warm-hearted people, Sierra Leone offers a unique platform for sustainable tourism development. As we look ahead, the vision is clear: to create compelling, responsible travel experiences that resonate with global demands while empowering local communities.
Since 2019, G Adventures has been in dialogue with Sierra Leone, driven by a shared commitment to ecotourism and community development. The focus is on creating adventure packages for travelers aged 18-30, emphasizing immersive experiences, cultural engagement, and environmental sustainability—all packaged within a four-star product framework.
Welcoming the team at the Hub hotel, minister Tunis permeates thoroughly on developments undertaken so far within the tourism sector, with the focus on working with communities using the public and private partnership business model, she underscored with this approach, community stakeholders could understand and appreciate the efforts of government, the ministry and the board’s vision with every project been introduced. The honorable minister madam Tunis highlighted, with the type of business approach and tourism product that best defined G- Adventures is Tiwai Island a sanctuary for biodiversity, home to rare primates and lush forests, with acceptable community people.
GM-NTB, also reiterates that authentic cultural experience, is captured from Kambama village, wherein the community offers traditional dance, craft, and community storytelling. Integrating these activities into adventure packages provides travelers with meaningful engagement and supports local artisans.
Kurt said “Our approach aims to blend adventure travel with social impact, ensuring that tourism benefits the communities it touches. The goal is to develop mixed products that reflect Sierra Leone’s core strengths: its natural beauty, vibrant culture, and resilient people”.
Yolanda from G-Adventures empowering women and girls in communities is central core for G-Adventures with a clear trajectory in Women-led initiatives in crafts, hospitality, and conservation are vital for community upliftment. Promoting women entrepreneurs and equipping them with skills can foster inclusive growth and serve as ambassadors of Sierra Leone’s vibrant culture. Sustainable tourism must prioritize public engagement, with clear signage, community-led tours, and local participation. Visitors should leave not just with memories but with a genuine understanding of Sierra Leone’s social fabric, and that G-Adventure is here to understand that dynamics.
Fatmata Carew, in her continuity shed more lights on Sierra Leone’s strengths, which s lies in its natural landscapes, cultural richness, and community resilience. By weaving these elements into cohesive, engaging products, Sierra Leone can position itself as a top eco-adventure destination in West Africa. Furthermore; the creative arts—dance, music, and crafts—are integral to the cultural experience. These linkages enhance the storytelling aspect, making each journey meaningful and memorable, to these special classes of adventurers.
Kurt in his closure pinned point for Sierra Leone to develop a range of packages from 3 to 7 days, blending adventure, culture, and relaxation. Considering eco-friendly credentials that will appeal to a broader audience. Ensure local communities are involved in product design and delivery, fostering ownership and sustainability. Increase public engagement through well-placed signage, digital storytelling, and ambassador programs featuring local guides. Invest in training local guides, artisans, and hospitality staff to meet international standards. Five-Year Development Plan- Outline a strategic roadmap for nature-based tourism, with clear milestones, pilot projects, and evaluation metrics.
Each West African country should leverage its core products—be it beaches, wildlife, or cultural heritage—and tailor experiences to attract responsible travelers. Sierra Leone’s unique offerings, from its pristine islands to its lively markets, can be woven into a cohesive regional narrative.
The general manager thanked the team for coming to have a first-hand information, as Sierra Leone stands at a pivotal moment. With strategic planning, community engagement, and a focus on sustainability, it can become a leading eco-adventure destination. By offering authentic experiences that respect nature and culture, Sierra Leone can meet global demands and foster lasting benefits for its people. As we move forward, the collaboration between G Adventures and Sierra Leone’s stakeholders promises a future where adventure tourism is a catalyst for positive change—one journey at a time. Thanking Visiting Sierra Leone serving as the Tour Operator and Abdulai Sankoh tour guide for the seven day familiarization trip.
Celebrating World Environment Day- Lumley Beach Beautification project kick-starts with a symbolic 700 tree planting exercise.
Lumley Beach, Sierra Leone — June 6, 2025 — In a bold move to enhance the scenic beauty and promote environmental sustainability, the Ministry of Tourism and Cultural Affairs, in collaboration with the National Tourism Board, has launched a significant beautification project at Lumley Beach.
Central to this initiative is a comprehensive 700-tree planting exercise aimed at transforming the iconic coastal area into a greener, more sustainable destination.
Mr. Bashiru Koroma, thanking the General Manager for believing the initiative and supporting the tree planting exercise. This exercise will bring resilience and vibrancy to Lumley Beach through the planting of assorted trees, which including Coconut trees, Almond trees, Palm trees, and Christmas trees. Mr. Koroma emphasized that these species have been meticulously selected for their proven durability and adaptability over time. “Tree planting should not be a one-time event but a continuous process that sustains and enriches our environment,” he stated, highlighting the importance of ongoing community involvement and engagement to secure security of the Green Space at Lumley.
In her keynote address, the General Manager of the National Tourism Board, Mrs. Fatmata M. Carew echoed the Ministry’s and Board’s commitment to maintaining the beauty and safety of Lumley Beach. Standing in for the Honorable Minister, she urged community stakeholders and beach users to act as custodians of this green initiative. “Lumley Beach is one of our most iconic spots, and its preservation depends on collective responsibility,” she remarked.
Mrs. Carew also provided updates on upcoming developments, including the construction of modern beach toilet facilities and a public gym, designed to improve visitor experience. She appealed to the community to manage the beach with care, emphasizing sustainable practices to combat environmental challenges such as plastic debris and pollution from neighboring coastal communities. She emphasized that addressing waste management is crucial, as the ongoing plastic pollution hampers the beach’s aesthetic appeal and ecological health.
The General Manager highlighted the environmental threats posed by plastic pollution and the invasive seaweed Sargassum, which have become pressing issues for coastal communities. Notably, 2025 has been declared the “Year of Ecotourism” by the Minister of Tourism and Cultural Affairs, emphasizing eco-friendly tourism practices as a national priority.
Mr. Umaru Woody, Planning and Product Development Manager, aligned the tree-planting effort with the global theme of World Environment Day 2025: “Beating Plastic Pollution.” He stressed that plastic pollution infiltrates every corner of the planet, even micro-plastics found in our bodies, urging collective action to reduce plastic waste. “Tree planting is a sustainable way to combat environmental degradation, and this initiative by the Ministry and the Board is a step in the right direction,” he affirmed.
Madam Lucinda Kargbo, Marketing Manager, underscored the importance of environmental stewardship in marketing and tourism. She called on everyone—local residents, beach visitors, and stakeholders—to play their part in keeping Lumley Beach clean and safe.
The symbolic tree-planting ceremony was carried out by prominent figures, including Deputy Minister of Tourism and Cultural Affairs Madam Kadijatu Grace Kamara, General Manager Mrs. Fatmata Mida Carew, Deputy Director of Tourism Mr. Idrisa T. Bangura, and other key stakeholders including Environmental Protection Agency, reaffirming the collective commitment to this green transformation.
Lumley Beach’s beautification initiative symbolizes a proactive approach to environmental conservation and sustainable tourism development in Sierra Leone. As the nation celebrates the Year of Ecotourism, this project serves as a reminder that preserving natural resources requires continuous effort, community participation, and responsible stewardship. With these efforts, Lumley Beach is set to become a shining example of eco-friendly tourism, attracting visitors while safeguarding its natural beauty for generations to come.
For more updates on Sierra Leone’s tourism and environmental initiatives follow:
www.tourismsierraleone.com/ ntb.gov.sl
+23277347910
Press Release: Massive deposit of wastes along the Lumley beach
The Ministry of Tourism and Cultural Affairs and the National Tourist Board have observed that the net installed by the Propel Organisation and Engineers Without Borders to trap dirt from flowing into the ocean via the Juba and Kaningo Creek axis has broken due to…………
Sierra Leonean Chef Niematulai DiGrazia Makes Culinary History on International Stage
The National Tourist Board of Sierra Leone proudly congratulates our very own Chef Niematulai DiGrazia on her remarkable victory on the acclaimed American television show, Beat Bobby Flay.
Chef Niematulai’s impressive win against world-renowned celebrity chef Bobby Flay is more than just a personal triumph — it is a powerful representation of Sierra Leone’s rich culinary heritage and rising global influence in gastronomy.
Through her creativity, expertise, and passion, Chef Niematulai brought a taste of Sierra Leone to the international spotlight, showcasing the unique flavors and vibrant food culture that make our nation a true hidden gem for culinary tourism.
Her victory serves as an inspiration to aspiring chefs across the country and strengthens our vision of promoting Sierra Leone as a top destination for culture, cuisine, and creativity.
Once again, congratulations to Chef Niematulai DiGrazia — your success is a national pride!
Come discover the taste of Sierra Leone.