November 2025 – National Tourist Board

Creative Heritage Tourism TravelNovember 29, 2025December 2, 2025 By Sierra Leone National Tourist Board

One Nation Reggae Concert Delivers a Historic and Unprecedented Night in Freetown

28th November, 2025- Radisson Blu Garden

The One Nation Reggae Concert delivered an unforgettable night of music, culture, and unity, marking one of the most iconic moments in Sierra Leone’s entertainment history. The atmosphere was electric as an overwhelming and jubilant crowd filled the venue, eager to witness global reggae icons share the stage with Sierra Leone’s finest reggae talents.

Government officials, members of the diplomatic community, private sector leaders, the Reggae Union, and reggae lovers from all walks of life turned out in massive numbers. The event was completely sold out, with thousands flocking to the garden to experience greatness and celebrate a historic fusion of African and Caribbean artistry.

One Nation Reggae Festival_2025

The concert opened with brilliant performances by Sierra Leonean reggae artists, who set a powerful tone for the night. Their vibrant delivery ignited the crowd and showcased the depth of local talent. As anticipation built, the international icons took the stage one by one, sending waves of excitement across the venue.

The audience was treated to spectacular performances from Aquane, Lucan I, Danny Bless, Queen Ifrica, Jah Thunder, and Christopher Martin, each artist bringing unmatched energy, soul, and rhythm. The night reached its peak when festival headliner Sizzla Kalonji stepped on stage, delivering a breathtaking, high-powered performance that left the crowd roaring with admiration.

Throughout the concert, Minister of Tourism and Cultural Affairs, Nabeela Tunis, was widely praised for her vision and leadership in bringing this groundbreaking festival to life, creating a cultural bridge between Sierra Leone and Jamaica.

The event was filled with electric performances, heartfelt messages, and joyful applause that echoed deep into the night. History was truly made as reggae was reignited in Sierra Leone, fusing shared roots and shared rhythm, and strengthening the enduring cultural connection between Sierra Leone and Jamaica.

Advertisement NewsNovember 28, 2025 By Sierra Leone National Tourist Board

CALL FOR EXPRESSION OF INTEREST

The Ministry of Tourism and Cultural Affairs invites qualified and interested entities to submit Expressions of Interest for the leasing and operation of key tourism facilities, including:

The Innovation Centre and auxiliary facilities at Tacugama

Tacugama_EOI WB_Final_24_11_25

The Viewing Platform and auxiliary facilities at Leicester Peak

Leicester_Peak_EOI_Final_24_11_25

The Surf Club, Market Shed, and other facilities at Bureh Beach

Bureh_EOI_Final_24_11_25

Unlock opportunities to contribute to Sierra Leone’s tourism growth.

Full details available in the EO documents.

Press ReleaseNovember 17, 2025November 17, 2025 By Sierra Leone National Tourist Board

LAST CALL FOR 2024–2025 LICENSE REGULARIZATION

FINAL NOTICE:

All establishments with outstanding 2024–2025 license fees must regularize immediately to avoid enforcement actions.

Please read the full press release for complete details.

Articles Discover Explore Heritage Tourism TravelNovember 14, 2025February 6, 2026 By Sierra Leone National Tourist Board

Sierra Leone Reimagined: A Story of Resilience, Beauty, and National Momentum

Sierra Leone’s new edition of Destination Sierra Leone spotlights a nation rising with confidence, purpose, and renewed global presence. This issue captures the country’s breathtaking landscapes, empowered communities, and transformative milestones in tourism. As you explore the publication, we invite you to join us in protecting the natural and cultural assets that make Sierra Leone truly exceptional. 🇸🇱

Sierra Leone Tourism Delegation destination profiling to Africa Showcase North America 2025

Sierra Leone’s tourism marketing team is fully participating in the Africa Showcase in North America, following a successful World Travel Market. This year’s Africa Showcase operates across four dynamic North American cities over two action-packed weeks, delivering a high-impact platform for Sierra Leone to engage with pre-qualified buyers and industry leaders.

North America remains Africa’s most sought-after source market, driven by Robust economic resilience, a growing appetite for long-haul travel, and increasing interest in immersive, meaningful experiences. For Sierra Leone, North America represents a powerful opportunity to scale by connecting with buyers who specialize in luxury, culture, wellness, and bespoke itineraries.

Sierra Leone’s delegation will engage directly with up to 300 pre-qualified buyers, including:

Luxury tour operators, Africa specialists, Product managers, and Influential retail agents. This roadshow is designed to be high-energy and high-impact, placing Sierra Leone in front of those who matter most to decision-making and partnerships.

Africa Showcase North America is backed by in-market insight from partners at Rethink Travel Marketing. Their expertise ensures that Sierra Leone’s participation is efficient and strategically aligned with market demand, maximizing return on investment.

The event setup is tailored to maximize productive meetings with buyers who have a clear interest in Sierra Leone’s product offerings. The focus is on curated engagements that match Sierra Leone’s tourism strengths with buyer needs, reducing noise and increasing conversion potential. North American clients typically embark on long-stay trips with higher budgets, seeking safari experiences, cultural immersion, wellness programs, and bespoke itineraries. The structured buyer program enables Sierra Leone to meet 2–3 times more qualified buyers than on an independent trip, with attendees carefully aligned to Sierra Leone’s offerings.

Participation in the Africa Showcase North America will raise awareness among influential buyers and media in key markets. The event is a catalyst for meaningful collaborations with tour operators, product managers, and agents who can drive repeat business.

Market Insights: In-market insights from Rethink Travel Marketing will inform product development, pricing, and marketing strategies to better meet the preferences of North Americans.

As Sierra Leone continues to leverage this momentum, the country’s tourism team is poised to:

Highlight Sierra Leone’s diverse experiences—from pristine natural landscapes to rich cultural heritage.

Promote sustainable and responsible travel practices that appeal to discerning North American travelers.

Build lasting partnerships that expand Sierra Leone’s footprint in the competitive North American travel landscape.

NTB COMS Unit.

🎥 Watch the Highlights: Sierra Leone Showcases at Africa Showcase North America Here!

Gastronomy News TourismNovember 5, 2025November 6, 2025 By Sierra Leone National Tourist Board

𝙎𝙞𝙚𝙧𝙧𝙖 𝙇𝙚𝙤𝙣𝙚 𝙂𝙖𝙨𝙩𝙧𝙤𝙣𝙤𝙢𝙮 𝙩𝙖𝙠𝙚𝙨 𝙘𝙚𝙣𝙩𝙚𝙧 𝙨𝙩𝙖𝙜𝙚 𝙤𝙣 𝙉𝙖𝙩𝙞𝙤𝙣𝙖𝙡 𝘿𝙖𝙮: 𝙒𝙏𝙈 𝙁𝙤𝙤𝙙 𝙀𝙭𝙥𝙚𝙧𝙩 𝘾𝙚𝙧𝙩𝙞𝙛𝙞𝙚𝙨 𝙛𝙤𝙧 𝙋𝙪𝙗𝙡𝙞𝙘 𝘾𝙤𝙣𝙨𝙪𝙢𝙥𝙩𝙞𝙤𝙣.

𝘿𝙖𝙮 𝙏𝙬𝙤 𝙖𝙩 𝙒𝙏𝙈_ 5𝙩𝙝 𝙉𝙤𝙫𝙚𝙢𝙗𝙚𝙧 2025.

A new spotlight on Sierra Leone’s rich culinary heritage illuminated the National Day celebration, as a WTM food expert certified the country’s gastronomy for public consumption. The high-energy showcase drew hundreds of visitors to stand S16, where traditional aromas and vibrant flavors echoed the spirit of freedom and cultural pride that defined this unique nation.

Within an hour, the queue stretched longer, signaling broad acceptance and enthusiasm for Sierra Leone’s gastronomic offerings. The dedicated team served with poise and professional know-how, dishing out hundreds of plates to a diverse audience. Menu highlights included:

Cassava leaves

Krain-Krain

Foo Foo and Sawa

Roast meat

Potato leaves

Salone Jollof and Fried rice with stew

Ginger beer

Tombe juice

The array showcased both timeless staples and regional twists, inviting attendees to explore the country’s flavors in a single, celebratory tasting experience.

Milo Jazz provided a lively soundscape, lifting the atmosphere as Sierra Leoneans and visitors mingled and savored the offerings. Members of the Sierra Leonean High Commission offered their customary warmth and support, underscoring the event’s significance as a national showcase.

This National Day celebration serves as a prelude to hosting the UNTOURISM Regional Gastronomy event in April 2026. The successful demonstration at stand S16 signals readiness to present Sierra Leone’s gastronomy to an international audience, highlighting the country’s culinary creativity, hospitality, and rich cultural heritage.

The private sector from Sierra Leone showed robust backing, contributing to the day’s success. Key supporters included:

Visit Sierra Leone

Harmony Travel and Investment

Tourism is Life

Best Travel Solution

Hello Sierra Leone Tours

Barmoi Hotel

Wusum Hotel

Mozza Resort

Air Sierra Leone

Bash apartment

Their collective involvement underscores a shared commitment to promoting Sierra Leone as a premier gastronomic destination.

The Ministry of Tourism and Cultural Affairs, National Tourist Board, and the Monuments and Relics Commission led the process.

Discover Explore News Tourism TravelNovember 5, 2025 By Sierra Leone National Tourist Board

Sierra Leone Tourism delegation intensifies global reach with Critical fruitful meetings with Global Partners in WTM Day one.

WTM 4th November, 2025. London Excel, Sierra Leone tourism delegation held a series of focused meetings with key industry leaders to advance the nation’s tourism strategy, boost global visibility, and secure support for upcoming initiatives.

Meeting with Kate McWilliams, Managing Director, LOTUS. The delegation caught up with Kate McWilliams, centered on refining the show agenda and addressing questions about the upcoming Wednesday event. Discussions included anticipated turnout, content curation, and opportunities to showcase Sierra Leone’s diverse tourism offerings to the European audience. Plans for Europe in 2026 were explored, with emphasis on exploring partnership opportunities and identifying agency support needed to ensure robust representation under the wider contract. The tone was collaborative, with both sides outlining concrete next steps for promotional activities, media engagement, and participant outreach.

The team also met with Mr. Adrian Phillips, Managing Director, Bradt Guides. The Bradt team extended thanks to the National Tourism Board (NTB) for technical support.

The new edition of the Bradt Guide to Sierra Leone has been launched, marking a comprehensive update and expansion (4th edition). The guide remains the only fully English-language, in-depth resource dedicated to Sierra Leone. The delegation highlighted Bradt’s role in shaping international perceptions and driving responsible, immersive travel experiences. Opportunities for continued collaboration and additional feature opportunities in Bradt’s forthcoming travel packages were discussed.

A well-composed trade meeting with Linzi Barber, Regional Managing Partner. The focus was on Air Sierra Leone, the country’s newly established flag carrier, founded in 2024 and operational since January 2025. Air Sierra Leone’s maiden international route to London Gatwick signals a strategic move to connect Sierra Leone with major international hubs, supporting tourism, business, and cultural exchange. The airline’s ongoing expansion plans include additional West African markets and eventual broader intercontinental connectivity, which the delegation sees as a catalyst for higher visitor numbers and improved air access.

Another Media engagement with Craig Rix, Africa Travel Magazine. Travel Africa Magazine remains a pivotal platform for promoting Sierra Leone’s wildlife, landscapes, cultures, and heritage. The delegation reflected on media spend in 2024, noting four advertorial placements that contributed to increased awareness and interest. Craig Rix and the Travel Africa team reaffirmed their commitment to delivering in-depth features, expert travel guidance, and striking visual storytelling to inspire meaningful journeys to Sierra Leone.

Outcome

Ongoing collaboration with LOTUS to align show content, media outreach, and on-ground event activities with Sierra Leone’s tourism ambitions.

Finalization of European representation plans for 2026, ensuring strong agency support under the wider representation contract.

Monitoring Air Sierra Leone’s network expansion and leveraging new routes to optimize tourism flows and cross-border exchanges.

Continued media engagement with Travel Africa Magazine to sustain momentum and deepen international narratives around Sierra Leone’s tourism offerings.