CategoriesArticles Explore Gastronomy Tourism Travel By Sierra Leone National Tourist Board

WTM Africa 2026: Sierra Leone showcasing Eco-Tourism, Culture, and Gastronomy.

CAPE TOWN, South Africa – Sierra Leone is set to make a bold appearance at the 2026 World Travel Market (WTM) Africa, holding in Cape Town from April 13th to 15th. Leading a high-level delegation, the National Tourist Board (NTB) is arriving with a clear mission: to position the “Salone” brand as a premier emerging destination for Eco-Tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions).

Under the visionary leadership of the Minister of Tourism and Cultural Affairs, Madam Nabeela Farida Tunis, Sierra Leone’s participation focuses on the transformative power of “Culture and Creativity.” The delegation aims to leverage this global trade fair to unveil the country’s vast cultural heritage and untapped tourism potential to international investors and travelers.

The strategic push at WTM Africa aligns with Minister Tunis’s ongoing commitment to sustainable tourism. By highlighting Sierra Leone’s pristine landscapes and its capacity to host world-class corporate events, the Ministry is signaling that the country is open for business and ready for the global stage.

During the three-day event, the Sierra Leonean delegation will be promoting two landmark upcoming events that underscore the country’s diversity:

1. The One Nation Reggae Festival: A celebration of music, unity, and the deep-rooted creative spirit of the Sierra Leonean people.

2. The UN Tourism Regional Gastronomy Forum for Africa (3rd Edition): A prestigious continental gathering that highlights the intersection of food, tourism, and economic development.

The General Manager of the National Tourist Board, Madam Fatmata Mida Carew, who is leading the delegation in Cape Town, will host a special Sierra Leone Cultural and Gastronomy Day on the final day of the fair, April 15th.

Visitors to the Sierra Leone pavilion will be treated to an authentic sensory experience, featuring signature local foods and traditional beverages. This showcase is designed to offer a “literal taste” of Sierra Leonean hospitality, proving that the country’s flavors are as rich and inviting as its landscapes.

As WTM Africa kicks off tomorrow, Sierra Leone stands ready to invite the world to discover its culture, its creativity, and its breathtaking natural beauty.

CategoriesAdventure Discover Explore Heritage Tourism By Sierra Leone National Tourist Board

 Celebrating Sierra Leone’s Natural Heritage 🇸🇱

Sierra Leone’s Chief Minister, Dr. David Moinina Sengeh, recently visited the Gola-Tiwai Complex, highlighting the importance of protecting and promoting one of the country’s most remarkable natural treasures.

    The visit underscored Sierra Leone’s growing commitment to eco-tourism, environmental conservation, sustainable development, and the promotion of its rich cultural and natural heritage. The Gola-Tiwai landscape offers visitors a unique opportunity to experience the country’s extraordinary biodiversity while supporting conservation and local communities.

    In July 2025, the Gola-Tiwai Complex, comprising Tiwai Island and Gola Rainforest National Park, achieved a historic milestone by becoming Sierra Leone’s first-ever UNESCO World Heritage Site. This prestigious designation places the complex on the global map as a site of outstanding natural value and represents an important achievement for Sierra Leone’s conservation efforts.

    From its lush rainforests and diverse wildlife to the unique ecosystems of Tiwai Island, the Gola-Tiwai Complex is a powerful reminder of the natural beauty Sierra Leone has to offer. Its World Heritage status also creates new opportunities to promote responsible tourism, strengthen conservation initiatives, and encourage both local and international visitors to discover and appreciate the country’s natural wonders.

    🌍 Sierra Leone is open to discovery. Come explore, experience, and protect our natural heritage! 🇸🇱🌿

    ExploreMore #YearOfCultureAndCreativity2026 #SierraLeone #GolaTiwai #GolaRainforest #TiwaiIsland #EcoTourism #SustainableTourism #UNESCOWorldHeritage #VisitSierraLeone #DiscoverSierraLeone #NaturalHeritage #Conservation #FYP

    CategoriesCreative Explore Heritage Tourism By Sierra Leone National Tourist Board

    𝙉𝙖𝙩𝙞𝙤𝙣𝙖𝙡 𝙏𝙤𝙪𝙧𝙞𝙨𝙩 𝘽𝙤𝙖𝙧𝙙 𝙞𝙣 𝙧𝙚𝙖𝙙𝙞𝙣𝙚𝙨𝙨 𝙩𝙤 𝙥𝙤𝙥𝙪𝙡𝙖𝙧𝙞𝙨𝙚 𝙣𝙚𝙬𝙡𝙮 “𝙔𝙚𝙖𝙧 𝙤𝙛 𝘾𝙪𝙡𝙩𝙪𝙧𝙚 𝙖𝙣𝙙 𝘾𝙧𝙚𝙖𝙩𝙞𝙫𝙞𝙩𝙮” 𝘽𝙧𝙖𝙣𝙙 𝙇𝙤𝙜𝙤 𝙙𝙤𝙢𝙚𝙨𝙩𝙞𝙘𝙖𝙩𝙞𝙤𝙣 𝙞𝙣 𝙥𝙖𝙧𝙩𝙣𝙚𝙧𝙨𝙝𝙞𝙥 𝙬𝙞𝙩𝙝 𝙏𝙤𝙪𝙧𝙞𝙨𝙢 𝙖𝙣𝙙 𝙃𝙤𝙨𝙥𝙞𝙩𝙖𝙡𝙞𝙩𝙮 𝙨𝙩𝙖𝙠𝙚𝙝𝙤𝙡𝙙𝙚𝙧𝙨.

    The National Tourist Board (NTB) in strategic initiative to popularize the newly launched logo for the “Year of Culture and Creativity,” calling on industry stakeholders to integrate the new branding into their domestic campaigns.
    Serving as the primary marketing and promotional arm of the nation’s tourism sector, the Board is spearheading the effort to ensure the new logo becomes a recognizable symbol of the country’s vibrant cultural landscape. The initiative aims to create a unified visual identity that highlights the intersection of tourism, heritage, and the creative arts for the year 2026.
    The Board encouraging all industry players—including tour operators, hoteliers, event organizers, and travel agencies—to fully encapsulate the “Year of Culture and Creativity” design into their activities. The NTB advises that this new logo should appear alongside the standard destination logo, creating a cohesive brand message for domestic audiences.
    To facilitate widespread adoption, the high-resolution copies of the logo available immediately. Stakeholders can obtain digital files directly from the Ministry or the National Tourist Board.
    The Board envisions the logo being featured prominently on:
    Local marketing brochures and flyers
    Digital promotional materials
    Event banners and collateral
    Corporate stationery
    While encouraging widespread use, the Board emphasized the importance of brand integrity. A key directive accompanies the release: the materials must maintain their original order and design at all times. Alterations to the logo’s color, shape, or composition are prohibited to ensure consistency across all platforms.
    By adopting this shared visual identity, the tourism sector aims to amplify the message that this year is dedicated to celebrating the unique creative spirit that makes the destination truly special.
    CategoriesAdventure Discover Explore Tourism Tours Travel By Sierra Leone National Tourist Board

    𝙎𝙞𝙚𝙧𝙧𝙖 𝙇𝙚𝙤𝙣𝙚 𝙋𝙧𝙚𝙥𝙖𝙧𝙚𝙨 𝙛𝙤𝙧 𝙩𝙝𝙚 𝙂𝙧𝙖𝙣𝙙 𝘼𝙧𝙧𝙞𝙫𝙖𝙡 𝙤𝙛 𝙩𝙝𝙚 𝘽𝙪𝙙𝙖𝙥𝙚𝙨𝙩-𝘽𝙖𝙢𝙖𝙠𝙤- 𝙁𝙧𝙚𝙚𝙩𝙤𝙬𝙣 𝘾𝙝𝙖𝙡𝙡𝙚𝙣𝙜𝙚 2026

    𝙏𝙝𝙚 𝙍𝙤𝙖𝙙 𝙩𝙤 𝙁𝙧𝙚𝙚𝙩𝙤𝙬𝙣: 𝙎𝙞𝙚𝙧𝙧𝙖 𝙇𝙚𝙤𝙣𝙚 𝙋𝙧𝙚𝙥𝙖𝙧𝙚𝙨 𝙛𝙤𝙧 𝙩𝙝𝙚 𝙂𝙧𝙖𝙣𝙙 𝘼𝙧𝙧𝙞𝙫𝙖𝙡 𝙤𝙛 𝙩𝙝𝙚 𝘽𝙪𝙙𝙖𝙥𝙚𝙨𝙩-𝘽𝙖𝙢𝙖𝙠𝙤- 𝙁𝙧𝙚𝙚𝙩𝙤𝙬𝙣 𝘾𝙝𝙖𝙡𝙡𝙚𝙣𝙜𝙚 2026.

     

    Kai Bockarie-Saquee

    Coms/ PR- NTB

    +23277347810

     

    FREETOWN – The engines are roaring, the dust is settling, and the spirit of adventure is about to descend upon the Atlantic coast. Sierra Leone is gearing up to welcome the world’s largest amateur vehicular rally, the Budapest-Bamako Freetown Challenge, in what promises to be a spectacular display of culture, creativity, and endurance. This year, the rally arrives in two massive waves, bringing over a thousand adventurers from across the globe to the sandy shores of Bureh and the bustling streets of Freetown.

     

    The 2026 edition of the rally is set to be one of the largest in its history. The first cohort, scheduled to cross the border on February 8th, comprises a staggering 352 vehicles and approximately 794 participants. These intrepid travelers have crossed continents, deserts, and savannahs to reach the “Explore West Africa Sierra Leone.”

    A second wave of adventurers will follow a month later, arriving on March 5th, bringing another 203 vehicles and nearly 500 participants. Together, they represent a significant boost to local tourism and a unique opportunity for cultural exchange. The journey into Sierra Leone offers participants a scenic tour of the country’s diverse landscapes. On February 8th, teams will enter through two primary border crossing points: Kambia Balamya and Kamakwi Madina Oula.

     

    Those entering via Kamakwi will navigate the legendary Kabba Ferry before merging with the main route at Masiaka. From there, the convoy will snake through Waterloo, heading straight for the pristine sands of Bureh Beach. Bureh Beach will transform into a vibrant hub of “Culture and Creativity.” The overnight stay is not just a rest stop; it is designed as an immersive experience featuring camping under the stars, live entertainment, and a “mini-gastronomy” festival showcasing the best of Sierra Leonean cuisine.

     

    The climax of the event takes place on the morning of February 9th. At 9:00 AM, the engines will fire up for the final leg of the journey. The route is designed to maximize visibility and celebration, taking the rally through the heart of the capital.

     

    The convoy will travel from Bureh Beach through Waterloo, past Up Gun, and onto the historic Kissy Road. In a bold move that brings the rally to the people, the vehicles will navigate the famous bustle of Abacha Street and PZ, turning the city center into a moving festival. From downtown, the route proceeds along Siaka Stevens Street, up to St. John, through Congo Cross and Wilkinson Road, before hitting the coastal stretch of Lumley Beach.

     

    The journey officially concludes at the Gigibonta Car Park, where the Finish Line Gate awaits. Here, amidst the ocean breeze and cheering crowds, the participants will celebrate the end of a grueling but rewarding trans-continental journey.

     

    For Sierra Leone, this event is more than just a rally; it is a testament to the country’s growing status as a premier destination for adventure tourism. As the dust settles on Lumley Beach this February, Freetown will once again prove that it is a city of warmth, resilience, and unbridled hospitality.


    KEY DATES AT A GLANCE

     

    COHORT 1

    Arrival in Sierra Leone: February 8th, 2026

    Overnight: Bureh Beach (Camping & Entertainment)

    Finish Ceremony: February 9th, Gigibonta Car Park, Freetown

    Size:352 vehicles, –794 participants

     

    COHORT 2

    Arrival in Sierra Leone: March 5th, 2026

    Overnight: Bureh Beach

    Finish Ceremony: March 6th, Freetown

    Size: 203 vehicles, -492 participants

    CategoriesArticles Discover Explore Heritage Tourism Travel 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. 🇸🇱

    Read more here Full PDF VA_Seirra-Leone

    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.
    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

    CategoriesExplore Hospitality News Tourism Travel By Sierra Leone National Tourist Board

    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.
    CategoriesArticles Explore News Tourism Tours Travel By Sierra Leone National Tourist Board

    Fatmata Mida Carew Continues Sierra Leone’s Tourism Profiling and Rebranding at the Experience Africa Showcase in London

    Experience Africa

    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.

    Experience Africa

    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.

    Experience Africa

    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.