CategoriesNews Tourism Travel By Sierra Leone National Tourist Board

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!

 

CategoriesGastronomy News Tourism 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.
Sierra Leone at WTM 2025.
Sierra Leone at WTM 2025.
Sierra Leone at WTM 2025.
Sierra Leone at WTM 2025.

CategoriesDiscover Explore News Tourism Travel 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.
WTM 2025
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.
WTM 2025
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.
WTM 2025
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.
CategoriesHeritage News The world Tourism By Sierra Leone National Tourist Board

Nabeela Farida Tunis announced Best Minister of Tourism in Africa at AKWAABA 2025 and Honored Among Africa’s Top 100 Travel & Tourism Personalities.

Nigeria- Lagos, 15th September, 2025. In a landmark moment for Sierra Leone’s travel and tourism sector, Mrs. Nabeela Farida Tunis, the Minister of Tourism and Cultural Affairs, has been announced Best Minister of Tourism in Africa at this year’s 21st AKWAABA African Travel Market. The announcement also places her among the continent’s Top 100 Travel and Tourism Personalities, underscoring her commitment, consistency, and courage in advancing tourism despite challenges.
This dual recognition marks a significant milestone for Sierra Leone, highlighting the nation’s potential and the minister’s leadership in driving a resilient and inclusive tourism strategy. The accolade not only elevates the profile of Sierra Leone on the continental stage but also signals opportunities for investment, partnerships, and sustainable tourism development.
A gala recognizing top leaders in travel and tourism, showcasing individuals who have demonstrated vision, impact, and sustained contributions to the industry
A moment of celebration as the General Manager of the National Tourism Board (NTB) took to the floor, dancing in appreciation of the recognition and the minister’s twin awards.
This public display of support underscored a sense of unity within the African tourism community and a shared belief in the transformative power of strategic leadership. Nabeela Farida Tunis’s recognition as Best Minister of Tourism in Africa came alongside her inclusion in the continent’s Top 100 Travel and Tourism Personalities. This pairing highlights:
The minister has a consistent track record of delivering policy, programs, and partnerships that promote cultural heritage, sustainable tourism, and community benefits. Her achievements reflect not only personal leadership but also the hard work of Sierra Leone’s tourism and cultural sector in collaboration with regional partners.
AKWAABA
AKWAABA African Travel Market serves as a premier platform for industry professionals, policymakers, hoteliers, and tour operators to showcase opportunities, discuss challenges, and forge collaborations. The 21st edition in Nigeria provided a high-profile stage for African leaders to highlight successful initiatives and to announce new ventures aimed at boosting intra-African travel, adventure tourism, cultural experiences, and sustainable development.
Her leadership is frequently described as characterized by commitment, consistency, and courage—qualities that are essential for navigating the complexities of tourism policy, post-pandemic recovery, and the evolving preferences of travelers.
AKWAABA
Finally, these awards will increase visibility on the continental stage, investment potential, and strengthened partnerships in culture and tourism infrastructure. For Africa: A spotlight on effective governance in tourism, the value of cross-border collaborations, and a stronger emphasis on sustainable, culturally rich travel experiences. For the Tourism Industry: Inspiration for leaders across the continent to pursue ambitious, people-centered strategies that deliver economic and social benefits to local communities.
NTB Communications and P.R
CategoriesHeritage Tourism Travel By Sierra Leone National Tourist Board

National Tourist Board’s General Manager bags another prestigious award in Nigeria AKWAABA tourism fair.

In a year marked by significant milestones for Sierra Leone’s tourism sector, Fatmata Mida Carew stands out as a transformative leader whose work continues to elevate the nation on the global stage. On September 15, 2025, Carew added another prestigious accolade to her growing list of accolades, affirming her status as a powerhouse in Travel and Tourism leadership.
Top 100 Travel and Tourism Personality of the Year (Nigeria, AKWAABA Tourism Fair, Lagos) Carew’s influence was celebrated at this year’s AKWAABA Tourism Fair, where she was named among the top 100 travel and tourism personalities. The award underscored her impact not only within Sierra Leone but across West Africa, highlighting her strategic vision and ability to position nations as compelling tourism destinations.
AKWAABA
Earlier in the year, Carew was recognized as one of Sierra Leone’s most influential women in the “Kids Advocacy Most 50 Influential Women” list. This accolade reflected her commitment to societal impact beyond tourism—emphasizing leadership, advocacy, and community empowerment.
AKWAABA
These honors come on the heels of a milestone that resonates with the broader public—two decades of dedicated service in Sierra Leone’s tourism sector. Fatmata has consistently demonstrated that strong management, smart leadership, and a clear, compelling narrative for the country can drive meaningful, sustainable results.
As the team lead at Sierra Leone’s National Tourism Board, Carew has been at the forefront of developing and promoting Sierra Leone as a premier travel destination.
Just before the recent AKWAABA announcement, Carew delivered a holistic country presentation that captivated hundreds of attendees. The presentation highlighted Sierra Leone’s diverse offerings, investment opportunities, and collaborative prospects for international partners. It demonstrated her ability to distill complex assets into a compelling, actionable message

AKWAABA

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Over 20 years, Carew has shown steadfast commitment, courage, and resilience. She has nurtured talent, built organizational capacity, and fostered public-private partnerships that position Sierra Leone’s tourism sector for sustainable growth.
CategoriesAdventure Discover Explore Heritage News Tourism Tours By Sierra Leone National Tourist Board

Intrepid Travel Showcases the Beauty of Sierra Leone

Sierra Leone continues to capture global attention as a destination rich in adventure, culture, history, and natural beauty. Read Intrepid Travel’s feature highlighting why our nation is fast becoming a must-visit travel experience:

https://www.intrepidtravel.com/ca/sierra-leone/sierra-leone-adventure-history-culture-nature-167519

CategoriesCreative Heritage Lifestyle News Tourism By Sierra Leone National Tourist Board

Ministry of Tourism and Cultural Affairs Hosts Inspiring “One Nation Festival”

Family Kingdom, Aberdeen, Freetown – 1st August 2025

As part of its ongoing “2025 Year of Ecotourism” initiative, the Ministry of Tourism and Cultural Affairs, in collaboration with Olive’s Garden and Reggae Union Sierra Leone, hosted a vibrant, unifying, and culturally rich event, dubbed One Nation Reggae Festival, at the Family Kingdom Resort along the Aberdeen Beach Road in Freetown.

The festival served as a platform to promote national unity, celebrate Sierra Leone’s musical heritage, and strengthen the country’s growing tourism appeal. The event drew in a large, diverse audience of locals, diaspora, and international visitors, all of whom immersed themselves in the rhythm, message, and energy of reggae music.

Present at the festival were key figures in the Ministry, including the Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, the Deputy Minister, Kadija Ahene Kamara, and the Permanent Secretary, Judith Jones, accompanied by staff of the Ministry and its subvented agencies.

In her brief remarks, Minister Tunis welcomed all for showed up at the event, emphasizing the Ministry’s commitment to creating inclusive and culturally enriching platforms that unify Sierra Leoneans while promoting the country’s unique touristic identity. She described reggae as a universal sound of peace and resilience, aligning perfectly with the goals of the “Year of Ecotourism”, 2025.

The night was alive with performances from the Reggae Union Sierra Leone, legendary musician Alonso, and several other renowned reggae artists who set the stage ablaze with powerful lyrics, soulful rhythms, and crowd-moving anthems. The musical performances were accompanied by servings of local and international cuisines and beverages, providing a full cultural experience.


Attendees expressed delight and appreciation for the atmosphere and messaging of the festival. Many described it as both “entertaining and inspiring,” highlighting the importance of music in fostering social cohesion and national pride. The presence of tourists and cultural enthusiasts further underscored the Ministry’s success in positioning Sierra Leone as a vibrant destination for events and cultural experiences.

The One Nation Reggae Festival marks another significant step by the Ministry in delivering on its mandate to broaden tourism beyond conventional attractions, by integrating arts, music, and cultural heritage into the national tourism framework.

CategoriesNews Tourism Tours Travel By Sierra Leone National Tourist Board

Key takeraways from each session of the Day One workshop at the 2nd UNTourism and ICAO Ministerial Conference on Tourism and Air Transport in Africa:

Key takeraways from each session of the Day One workshop at the 2nd UNTourism and ICAO Ministerial Conference on Tourism and Air Transport in Africa:
UNTourism
UNTourism, ICAO

First Session:

Leveraging Technology and Innovation to Shape the Future of Tourism and Air Transport
Digital innovations such as smart mobility, digital tourism platforms, smart airports, and advanced route planning are transforming Africa’s sectors.
These technologies can address sector-specific challenges, enhance connectivity, improve accessibility, and support sustainable growth.
Successful adoption requires strategic investments, public-private partnerships, and aligned policies.
Drive innovation to create seamless, efficient, and sustainable travel experiences across Africa’s infrastructure.
Second Session:
Advancing Air Transport through Tourism in Africa
Addressing Africa’s pressing air connectivity issues remains critical for sector growth.
Positive impacts come from existing initiatives, while regulatory barriers and policy gaps hinder progress.
Stronger coordination between tourism and air transport policies is essential to unlock connectivity potential.
Address root causes of challenges to build resilient and efficient air transport systems that support tourism growth.
UNTourism, ICAO
Third Session:
Building the Case for Investment in Tourism and Air Transport Infrastructure
Infrastructure investments are vital for sector growth; current challenges include financing difficulties and investor confidence.
Significant potential exists in airport development, digital infrastructure, mobility solutions, and tourism sectors.
Emphasis on public-private partnerships and innovative financing models to attract investments.
Unlocking infrastructure development can accelerate growth, job creation, and economic diversification.
Fourth Session:
Strengthening Regional Integration and Accessibility in Tourism and Air Transport
Initiatives like AfCFTA and SAATM are key to creating seamless travel, trade, and tourism flows across Africa.
UNTourism, ICAO
Policy harmonization and collaborative strategies are needed to maximize regional benefits.
Infrastructure development must be accessible to people with limited mobility, ensuring inclusive and equitable growth.
Focus on practical strategies to foster long-term sustainability, improve operational efficiency, and promote free movement.
Innovation and technology are pivotal to transforming Africa’s tourism and air transport sectors.
Strengthening connectivity through policy reform and regional cooperation is essential.
Investment in infrastructure and digital solutions will unlock sector potential.
Inclusive and accessible infrastructure development must be prioritized to ensure benefits are widespread.
Public-private partnerships and strategic investments are critical drivers of sustainable growth.

UNTourism, ICAO
CategoriesAdventure Heritage News Tourism Travel By Sierra Leone National Tourist Board

Sierra Leone Celebrates a Historic Milestone: Tiwai Island and Gola Forest Inscribed as UNESCO World Heritage Sites in 2025

Freetown, Sierra Leone — In a momentous achievement that marks a new chapter for Sierra Leone’s rich natural heritage, the country’s topmost biodiversity hotspots—Tiwai Island and Gola Forest—have been officially inscribed on the UNESCO World Heritage List. This historic designation was announced at the 47th Session of the UNESCO World Heritage Committee on July 13, 2025, cementing Sierra Leone’s position as a vital custodian of global biodiversity.
The successful inscription of the Gola-Tiwai Complex as a UNESCO World Heritage Site is not only a testament to the country’s remarkable ecological treasures but also a catalyst for transforming Sierra Leone’s tourism sector. As the nation embraces 2025 as the “Year of Ecotourism,” this achievement promises to ignite new interest, investment, and sustainable development opportunities centered around conservation and eco-friendly travel.
UNESCO World Heritage
Tiwai Island, renowned for its diverse primate populations, and Gola Forest, a sprawling sanctuary of rare flora and fauna, have long been treasures of Sierra Leone’s natural landscape. Their recent UNESCO recognition underscores the global significance of these sites, which harbor unique ecosystems and species found nowhere else on Earth.
The journey to this milestone was marked by dedicated efforts from Sierra Leone’s Ministry of Tourism and Cultural Affairs (MDA), in collaboration with environmental NGOs and local communities. Their comprehensive dossier highlighted the ecological importance, cultural value, and the urgent need for conservation of these critical habitats. The successful submission and subsequent approval reflect Sierra Leone’s commitment to protecting its natural heritage and promoting sustainable tourism.
UNESCO World Heritage
As Sierra Leone proudly unveils these two biodiversity gems on the UNESCO World Heritage Map, the nation’s focus on sustainable ecotourism gains renewed momentum. The inscription of the Gola-Tiwai Complex signifies a collective achievement—one that highlights Sierra Leone’s dedication to preserving its natural legacy for future generations.
This historic event not only celebrates the country’s ecological wealth but also underscores its potential as a responsible tourism destination that champions conservation, community involvement, and ecological resilience. The world now looks to Sierra Leone as a guardian of biodiversity, setting an inspiring example for other nations to follow.
Commitment to protecting the planet’s natural heritage—an achievement to be celebrated by all Sierra Leoneans and the global community alike.
CategoriesNews Tourism Uncategorized By Sierra Leone National Tourist Board

Sierra Leone Secures Seat on World Committee on Tourism Ethics

UNWTO

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.

UNWTO

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.

UNWTO

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.