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.

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