In a sustained effort to walk the talk in the tourism industry, Sierra Leone has declared February, a ‘Month of Travel and Hospitality’.
The monthly declaration is in line with its 2024 Tourism For All Campaign.
Speaking on the rationale for the declaration, Nabeela Farida Tunis, Minister of Tourism and Cultural Affairs in Sierra Leone, noted that the monthly and themed celebration encourages the country to explore its beautiful landscape, diverse traditions and welcoming spirit of its people.
She urged global tourists to visit Sierra Leone in order to explore her numerous natural and tourism trappings.
“While in Sierra Leone, find time to climb the Loma Mountains or bond with the Chimpanzee, our national animal at Tacugama Sanctuary.
“You can take a boat ride at Estuary Resort, John Obey in the Western Rural District or simply enjoy nature at Bush Garden in Bo District or Tariqs Resort in Lungi,” she urged.
The beaches, according to her, also offer breathtaking experiences. “Whether you are in Sulima or Sherbro, make sure you revel in the beauty of our coastline”.
Visitors can also immerse themselves in the rhythms of local music, dance to bubu, gumbay and many more locally produced beats and instruments.
They can also savour the West African country’s nutritional and organic cuisine in various restaurants, eatery hangouts and barbecue stands across the country.
Pointing at other attractions, Minister Nabeela Farida Tunis said, “Reminisce and reflect on our rich history at the National Museum, Cotton Tree; National Railway Museum in Cline Town and Peace Museum at the Special Court.
“You may want to pass by Big Markit in Freetown as well to purchase some kontri cloth, gara, and ronko’s, all original patterns and products of Sierra Leone”.
She further urged visitors to enjoy the warm reception and smiles that greet them everywhere in Sierra Leone, as well as foster positive connections with places and people because they deserve some leisure time. Most importantly, she appealed that would-be visitors should not let the month end without visiting somewhere and please share their stories to inspire others.
It would be recalled that the month of January was accorded such recognition and celebration, particularly at the just-concluded FITUR in Madrid, Spain, where the country joined the global tourism fraternity for mutual exchanges.
Sierra Leone in numbers:
Sierra Leone ranked 3rd in Sub-Saharan Africa in the 2023 Global Peace Index and 47th globally as a peaceful nation.
The nation topped the charts as the #1 country in the world for the highest proportion of people (83%) who helped someone they did not know and secured the #3 spot for the top countries to volunteer.
Additionally, Sierra Leone was recognized as the 7th most generous country in the world in the most recent World Giving Index (2022).
The World Tourism Organization (UNWTO) enters a new era today with a new name and brand: UN Tourism. With this new brand, the Organization reaffirms its status as the United Nations specialized agency for tourism and the global leader of tourism for development, driving social and economic change to ensure that “people and planet” are always center stage.
To achieve this goal, UN Tourism engaged the services of Interbrand, the leading global branding agency. Interbrand successfully translated the Organization’s renewed vision for tourism into a new visual identity and brand narrative.
This involved renaming the Organization, transitioning from UNWTO to UN Tourism. At the same time, a new brand narrative was meticulously crafted, one that seamlessly aligns with UN Tourism’s central mission and priorities. This narrative pivots around three main messages: the UN as a global altruistic organization, the notion of connecting humans around the world, and the concept of proactivity and movement.
Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism
By moving away from acronyms, UN Tourism adopts a more approachable stance and capitalizes on its strengths: the “UN”, signifying authority, and tourism, a simple and relatable concept for all. This change has been endorsed by the Organization’s membership, highlighting its united support for the profound transformation and reinvention of UN Tourism in recent years, as it has become more agile, visible, and ever closer to its Member States, partners and the sector as a whole.
With 160 Member States and hundreds of private sector affiliates, UN Tourism has its headquarters in Madrid, Spain, and Regional Offices in Nara (Japan) covering Asia & Pacific, Riyadh (Saudi Arabia) for the Middle East, as well as forthcoming Regional Offices for the Americas (Rio de Janeiro, Brazil) and Africa (Morocco). Its priorities center on promoting tourism for sustainable development in line with the UN’s 2030 Agenda for Sustainable Development and its 17 Global Goals. UN Tourism promotes quality education, supports decent jobs in the sector, identifies talent and drives innovation and accelerates tourism climate action and sustainability with:
To achieve this goal, UN Tourism engaged the services of Interbrand, the leading global branding agency. Interbrand successfully translated the Organization’s renewed vision for tourism into a new visual identity and brand narrative.
This involved renaming the Organization, transitioning from UNWTO to UN Tourism. At the same time, a new brand narrative was meticulously crafted, one that seamlessly aligns with UN Tourism’s central mission and priorities. This narrative pivots around three main messages: the UN as a global altruistic organization, the notion of connecting humans around the world, and the concept of proactivity and movement.
Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism
By moving away from acronyms, UN Tourism adopts a more approachable stance and capitalizes on its strengths: the “UN”, signifying authority, and tourism, a simple and relatable concept for all. This change has been endorsed by the Organization’s membership, highlighting its united support for the profound transformation and reinvention of UN Tourism in recent years, as it has become more agile, visible, and ever closer to its Member States, partners and the sector as a whole.
With 160 Member States and hundreds of private sector affiliates, UN Tourism has its headquarters in Madrid, Spain, and Regional Offices in Nara (Japan) covering Asia & Pacific, Riyadh (Saudi Arabia) for the Middle East, as well as forthcoming Regional Offices for the Americas (Rio de Janeiro, Brazil) and Africa (Morocco). Its priorities center on promoting tourism for sustainable development in line with the UN’s 2030 Agenda for Sustainable Development and its 17 Global Goals. UN Tourism promotes quality education, supports decent jobs in the sector, identifies talent and drives innovation and accelerates tourism climate action and sustainability with:
Member States – both as recipients of its services, assistance and as active stakeholders in the Organization’s Programme of Work.
Individuals – specifically travelers and local communities whose lives flourish through the empowerment of the economy through tourism.
Private, semi-private, and public organizations – all engaging with UN Tourism’s work, including its data and insights, events and products.Zurab Pololikashvili, Secretary-General of UN Tourism, said: “As society progresses, the tourism sector, much like many other sectors, needs to transform to serve as a catalyst for prosperity at a universal scale. Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism. The organization takes on the role of driving a sustainable force that is now central to many economies.”Borja Borrero, Executive Director at Interbrand, said: “Transitioning from UNWTO to UN Tourism marks a significant new phase for the organization. The revised nomenclature offers several advantages, including simplicity, enhanced comprehension, improved legibility and memorability. It also serves to clarify the agency’s sphere of influence within the global tourism industry. The new elements of the brand are the foundations of a distinct and proprietary image – one that is direct, relatable, and relevant for diverse audiences.”The new brand expression is not only limited to words and messages but also expands into a reinvented visual discourse. UN Tourism has a new design language starting from its symbol. “Bringing the world closer” is the new tagline that inspires the concept of a Pangea shaping a human figure in action. This drastic evolution from the former globe symbols reflects the Organization’s emphasis on the dynamic nature of tourism and on putting people first.Beyond the symbol, the rebrand also includes a revamp of the entire visual system, which is now based on a grid of geographical coordinates meant to help people navigate the brand’s touchpoints, both offline and online, such as events, website, reports, social media channels and campaigns. This system unlocks a rich universe of elements including imagery, fonts, colors, and pictograms all designed to personalize social media campaigns, events, posts, and videos.The new brand will be gradually implemented across all UN Tourism touchpoints over the next few months, beginning with digital channels such as the website, social media accounts and newsletters, followed by physical spaces such as offices and events, and elements such as reports and stationary.
Madrid- FITUR, 24th January 2024. Sierra Leone, a country known for its rich culture and stunning natural beauty, is making a significant push into the Spanish tourism market, leveraging the momentum of FITUR 2024, one of the world’s leading tourism trade fairs. The Sierra Leonean delegation’s presence at the event underscores a strategic approach to tourism marketing and expansion, with the support of the Sierra Leone Economic Diversification Project (SLeDP), which plays a critical role in facilitating international connections and promoting the nation’s tourism sector.
It is traditional for NTB before the commencement of FITUR, which officially opened on January 24th at the IFEMA North Gate, the Sierra Leone Tourism delegation received an in-depth briefing from their LOTUS representative. This preparatory session was designed to provide insights into Spanish marketing trends and consumer behavior, ensuring that the delegation could effectively engage with potential partners and customers.
The Hon. Minister Nabeela F. Tunis, demonstrating Sierra Leone’s commitment at the highest level, graced the opening ceremony with her presence. This not only signified the importance of the tourism sector to the national economy but also provided a platform for high-level networking. Minister Tunis met with fellow tourism ministers, laying the groundwork for future collaborations and knowledge sharing.
A notable meeting took place with Mr. Borja Gutierrez of Inspiring SOHO, a travel agency from Malaga that specializes in crafting exclusive tours to emerging destinations like Sierra Leone. The conversation with Mr. Gutierrez highlighted the growing interest in unique travel experiences and the potential for developing bespoke packages that cater to this demand.
The delegation’s proactive approach continued with a meeting with Madam Marisa Nogales, president of Descubre Viajes, a boutique tour operator. Her company’s focus on fulfilling special client needs aligns well with Sierra Leone’s diverse tourism offerings, which range from unspoiled beaches to rich historical heritage.
One of the highlights of the delegation’s activities at FITUR was a featured interview of the Hon. Minister of Tourism, Madam Nabeela Tunis, conducted by Mr. Kojo Bentum-Williams of UNWTO Communications. Minister Tunis provided a compelling overview of Sierra Leone’s tourism potentials and the general status of the industry, effectively communicating the country’s value proposition to the global audience.
The delegation’s schedule remained packed with Asier Reino, the Director of Culturay Viajes, engaging in productive discussions about the possibility of integrating Sierra Leone into their extensive travel portfolio that spans five continents. This collaboration could potentially bring Sierra Leone to the forefront of travel itineraries for clients with specialized needs across the globe.
Moreover, on January 24th, the Sierra Leone team had the opportunity to sit down with CN Traveler Brand Lead Jose Manuel Manrique, though the details of this encounter were not provided in the brief. However, one can surmise that this meeting could significantly boost Sierra Leone’s visibility in the Spanish market, considering CN Traveler’s influence and reach.
The strategic efforts at FITUR 2024 reflect a comprehensive approach by Sierra Leone to tap into the Spanish market, with the SLeDP offering invaluable support. By engaging with travel experts, boutique tour operators, and media influencers, Sierra Leone is not only showcasing its tourism potential but is also establishing the groundwork for sustainable growth in the sector. The meetings and interviews conducted during the fair are expected to yield fruitful partnerships
The attendees of the meeting were high-level officials and stakeholders in the tourism industry, including:
– Mr. Mohamed Jalloh, the Director of Tourism from the Ministry of Tourism, who plays a significant role in shaping the country’s tourism policies and strategic direction.
– Mrs. Fatmata Mida Carew, the General Manager (GM) of the National Tourist Board, who is responsible for overseeing tourism promotion and marketing within the country and external.
– Mr. Francis Kaifala, the Chairman of the Monuments and Relics Commission, tasked with the preservation and promotion of Sierra Leone’s cultural heritage sites.
– Lucinda Kargbo, the Marketing Manager, whose role involve marketing and promoting Sierra Leone as a desirable tourist destination.
– Mr. Ishmael Abu Kamara, the Deputy Director of Culture, has vested interest in incorporating cultural elements into tourism initiatives.
– Annmarie Kamara, the Administrative Manager of the Monuments and Relics Commission, involved in the administrative side of preserving and promoting historical sites.
Additionally, various travel and tour companies, including Tourism is Life Tours, Best Travel Solutions, Kallon Travel, and Tasso Ecotourism, were managing a promotional booth. These entities have been responsible for engaging with potential tourists and partners, showcasing what Sierra Leone has to offer in terms of tourism experiences.
The report notes that the booth captured the attention of almost 400 stand visitors on the first day, indicating a substantial interest in Sierra Leone as a travel destination.
This level of engagement is a positive sign for the country’s tourism industry, suggesting that their presence at the event was well-received and generated curiosity among the event attendees.
FITUR, 25th January 2024. As the international tourism industry convened at the renowned FITUR 2024, Sierra Leone’s tourism sector stood out on the event’s second day with a series of strategic meetings aimed at bolstering its presence on the global stage. The West African nation’s delegation, demonstrating a blend of readiness and grace, engaged in well-organized dialogues with influential industry partners, signaling a promising leap forward in its tourism development.
Sierra Leone, a country rich in natural beauty and cultural heritage, has long sought to expand its reach within the international tourism market. The efforts at FITUR 2024, where over 150 countries gathered, have shown that the nation is not only serious about attracting visitors but also committed to sustainable practices, a pivot that aligns with the growing global demand for responsible travel.
One of the day’s highlights was the meeting between Sierra Leone’s tourism delegation and Lola Mellado, the product manager from ICARION. With a vast portfolio encompassing more than 1,000 itineraries in 140 countries, ICARION’s dedication to sustainable tourism resonates with Sierra Leone’s vision. Mellado emphasized that for Sierra Leone to be featured in ICARION’s offerings, a sustainable approach is not just preferred but essential, underscoring the importance of environmental and cultural preservation in today’s travel industry.
After a brief intermission, representatives from HOTEL BEDS, including Florian Blois and a colleague, joined the discussion to explore the integration of Sierra Leone’s accommodations into their booking system. This potential collaboration promises to generate increased leads for local tourism businesses, enhancing the country’s visibility and accessibility to international travelers.
The momentum continued with a meeting with Mr. Ruben Torres, the Development Director from LUZOTOUR. Torres, an expert tour operator with origins in Morocco and a history of charter flight services, has now turned his expertise toward Africa. His keen interest in Sierra Leone was evident, indicating a strong vote of confidence in the country’s tourism sector from a seasoned industry professional.
As the day progressed, Mr. Adolfo Alonso, the Strategic Partnerships Account Manager from DESTINA, took the lead in engaging the Sierra Leonean team on the prospect of promoting Sierra Leonean accommodations to their extensive client base in Spain. This interaction opened up a crucial European market for Sierra Leone’s hospitality sector, fostering a bridge between the two regions.
The day concluded with a meeting with Maryana Marcano, a tourism specialist from EXOTICCA, an online tour operator known for crafting sophisticated and enticing travel itineraries. Marcano expressed interest in developing unique travel packages that would showcase Sierra Leone’s allure, targeting a special market niche that seeks out-of-the-ordinary experiences.
Sierra Leone’s presence and proactive engagement at FITUR 2024 not only reflect the nation’s dedication to developing its tourism sector but also its commitment to sustainable and responsible tourism practices. The strategic meetings held on the second day of the event have set the groundwork for future collaborations and have positioned Sierra Leone as a rising star in the global tourism landscape. As the country moves forward with these partnerships, the promise of increased international exposure and tourism growth shines brightly on the horizon for this vibrant and culturally rich destination.
The attendees of the meeting were high-level officials and stakeholders in the tourism industry, including:
– Mr. Mohamed Jalloh, the Director of Tourism from the Ministry of Tourism, who plays a significant role in shaping the country’s tourism policies and strategic direction.
– Mrs. Fatmata Mida Carew, the General Manager (GM) of the National Tourist Board, who is responsible for overseeing tourism promotion and marketing within the country and external.
– Mr. Francis Kaifala, the Chairman of the Monuments and Relics Commission, tasked with the preservation and promotion of Sierra Leone’s cultural heritage sites.
– Lucinda Kargbo, the Marketing Manager, whose role involve marketing and promoting Sierra Leone as a desirable tourist destination.
– Mr. Ishmael Abu Kamara, the Deputy Director of Culture, has vested interest in incorporating cultural elements into tourism initiatives.
– Annmarie Kamara, the Administrative Manager of the Monuments and Relics Commission, involved in the administrative side of preserving and promoting historical sites.
Additionally, various travel and tour companies, including Tourism is Life Tours, Best Travel Solutions, Kallon Travel, and Tasso Ecotourism, were managing a promotional booth. These entities have been responsible for engaging with potential tourists and partners, showcasing what Sierra Leone has to offer in terms of tourism experiences.
The report notes that the booth captured the attention of 352 stand visitors on the first day, indicating a substantial interest in Sierra Leone as a travel destination.
This level of engagement is a positive sign for the country’s tourism industry, suggesting that their presence at the event was well-received and generated curiosity among the event attendees.
To create awareness for domestic tourism and to effect positive economic, social, and ecological impacts for sustainable tourism development, the Ministry of Tourism and Cultural Affairs, the National Tourist Board, and the Monuments and Relics Commission have started a one-year campaign on National Domestic Tourism in Sierra Leone. The theme for the one-year campaign is “Tourism for All,” with a monthly thematic focus, and the theme for January 2024 is “Explore and Discover.”
In this one-year domestic tourism campaign drive, the Ministry of Tourism and Cultural Affairs, in partnership with its sub-vented agencies, has invited students, academic staff, and non-academic staff from universities across the country, including Fourah Bay College, Milton Margai Technical University, the University of Makeni, and Limkokwing University, to tour major attraction sites across the country. The tour started on the 17th of January from the Family Kingdom with a visit to the Tacugama Chimpanzee Sanctuary and will continue to other attraction sites across the country, including the Historic Banana Island, Bounce Island, Freetown City Tour, Peninsula Tour, Tiwai Island Wildlife Sanctuary, and will end with a visit to Wara Wara Hills in Kabala on the 25th of January 2024. These visitations aim to provide a unique opportunity for the students and staff from the various universities to gain hands-on experience with our domestic tourism products and to become ambassadors for promoting and marketing Sierra Leone in their various institutions and communities, using different social media handles across the country, etc.
This one-year domestic tourism campaign will continue with different activities, including radio and television discussions, innovation challenges, engagements, and collaboration with key stakeholders, including private sector players, civil society actors, local community members, the media, Ministries, Departments and Agencies across the country.
With a clarion call made by NTB to stakeholders, IOM has responded to an urgent crisis management mitigation plan, as they have today, the 8th August, 2023, donated assorted cleaning logistics: ranging from rain boats, rain coats, Wheelbarrows, Shovels, tarpaulins, brooms, head pans, giant rakes, gloves, machetes as their continuous support towards the beach cleaning.
The Intergovernmental organization provides services and advice concerning migration to governments and migrants. The IOM was established in 1951 and is headquartered in Geneva, Switzerland. It operates in over 100 countries and has a broad range of activities related to migration, including providing humanitarian assistance to migrants, promoting international cooperation on migration issues, conducting research and analysis on migration trends, and offering migration-related training and capacity-building programs. It is against this background. They have responded to the environmental needs of the National Tourist Board long before the seaweed outbreak. They have also supported in capacity for beach cleaning.
The General Manager Mrs. Fatmata Mida Carew and her team received the assorted cleaning equipment from the IOM team lead. In her statement to the IOM team lead, she extended her profound thanks and appreciation unbehalf of the Minister of Tourism and Cultural Affairs Mrs. Nabeela Farida Tunis and the Deputy Minister Dr. Kadiatu Grace Kamara.
The General Manager reiterates the timeliness of the items donated to fight the seaweed and other domestic wastes, especially now its raining.Taking her time in explaining the complexity of the menace, she said seaweed, is also known as macroalgae, and it a type of marine plant that grows in the ocean or other bodies of saltwater, that Sierra Leone faces today. It is a broad term that encompasses various species of algae, which can range in size from small, single-celled organisms to large, complex multicellular forms.
Seaweeds are classified into three main groups based on their pigmentation and structure: brown algae (Phaeophyta), red algae (Rhodophyta), and green algae (Chlorophyta). Each group has its own unique characteristics and adaptations to marine environments.
Sierra Leone is faced with the Brown algae, the largest and most complex seaweeds, commonly found in colder waters. They can vary in size and shape, ranging from small filamentous forms to large kelps that form underwater forests.
Therefore, during her reception note, she also encouraged other environmental stakeholders to join the war in combating this environmental outbreak as a nation and sector.
Finally, Mrs. Carew also called on the attention of the team lead of IOM to also include other coastal beaches in their schemes for cleaning exercise that will aid the efforts of the Ministry and Board.
The Ministry of Tourism and National Tourist Board is calling on every stakeholder and sector related institution to join the national battle against seaweed in order to restore sanity and healthy ambiance to our coastal lines.
Ministry of Tourism and Cultural Affairs – Conference Room In a formal ceremony held on the 8th August 2023 the outgoing Minister, Outgoing Mrs Pratt handed over the responsibilities to the newly appointed Minister, Mrs. Tunis.
The event marked a significant transition in the leadership of the ministry and emphasized the continuity of efforts in promoting tourism and preserving cultural heritage.
During the ceremony, Mrs. Pratt expressed gratitude for the opportunity to serve as the Minister of Tourism and Cultural Affairs and highlighted the achievements made during their tenure.
They emphasized the importance of a thriving tourism sector in Sierra Leone and the need to preserve and showcase its rich cultural heritage to both domestic and international visitors.
“I am proud of the progress we have made in developing our tourism industry and promoting our diverse cultural heritage,” said Minister Pratt “Through collaborative efforts with various stakeholders, we have seen an increase in tourist arrivals, the establishment of sustainable tourism practices, and the preservation of our cultural treasures. I have full confidence that will continue to build upon these accomplishments and take our tourism sector to new heights.”
Taking over the reins of the Ministry, the incoming minister expressed gratitude for the trust placed in them and outlined their vision for the future. She emphasized the importance of sustainable tourism development, community engagement, and the integration of cultural affairs to enhance the overall visitor experience.
“It is an honor to be appointed as the Minister of Tourism and Cultural Affairs,” stated Mrs. Nabeela Tunis. “I am committed to leveraging our country’s tourism potential while ensuring the preservation and promotion of our rich cultural heritage. By fostering collaboration with local communities, industry stakeholders, and international partners, we can create a vibrant and sustainable tourism sector that contributes to our socio-economic growth.”
The handover ceremony also included the exchange of official documents, reports, and key information regarding ongoing projects, initiatives, and challenges faced by the ministry. This exchange aimed to facilitate a smooth transition and ensure that the incoming minister is well-equipped to address the priorities and issues at hand.
As the tourism sector plays a vital role in Sierra Leone ‘s economy, the successful handover of responsibilities between the outgoing and incoming ministers is crucial for the continuous growth and development of this important industry.
The ministry looks forward to the leadership of Mrs. Nabeela and is confident that their expertise and vision will further propel Sierra Leone’s’s tourism and cultural affairs to new horizons.
The 2023 Global Peace Index (GPI) has ranked Sierra Leone 3rd among the top eleven Safest Countries in Africa at present. Sierra Leone trails slightly behind Botswana, scoring 1.792.
In 2022, the country was ranked the 50th safest country worldwide but improved to the 47th spot in 2023. The country’s GPI has been improving over the previous four years.
The GPI 2023 listed 12 safest countries in Africa today, helping visitors make informed travel decisions. In these safe countries, travelers can focus less on potential dangers and more on the awe-inspiring landscapes and rugged beauty that Africa has to offer.
The 2023 GPI said: “Renowned for its friendly and welcoming atmosphere, Sierra Leone also contends with a relatively high crime rate. The most common threats to tourists are pickpocketing and muggings, which occasionally involve weapons. That said, most visitors complete their journey without facing any issues.
“Despite significant progress towards improving democracy in recent years, Sierra Leone can occasionally face periods of political instability. In 2022, several cities in the country witnessed violent demonstrations. Visitors are advised to steer clear of political gatherings and comply with any local regulations in effect.
“As per the U.S. State Department, Sierra Leone experiences frequent violent crimes like robbery and assault, particularly in its capital, Freetown. The local police force often struggles with limited resources to efficiently manage serious criminal activities.
“Even though Sierra Leone may not be as safe as Botswana or Mauritius, its crime rate is still lower than in many other African nations”.
The GPI gives some indication of the safest countries in the world. It ranks every country from 1 to 5, with 1 being the safest and most peaceful.
London, October 2022: The Sierra Leone National Tourism Board (NTB) has appointed award-winning specialist travel PR and marketing agency LOTUS to manage all PR and representation activity in Europe.
Located on Africa’s west coast, Sierra Leone is one of the continent’s lesser-travelled destination. Home to diverse wildlife, national parks, and pristine white sand beaches, this country’s unspoilt nature and an incredible history make it one of the most exciting emerging destinations in Africa.
Targeting the European travel industries, LOTUS will also be working alongside consumer and B2B media. LOTUS aims to drive awareness of Sierra Leone while building strong and valuable travel links to the region, whilst also stimulating consumer interest through a proactive PR campaign targeting adventure, nature, and culture enthusiasts. Sustainability will also be an instrumental part of all activity, and LOTUS aims to amplify the country’s eco-tourism credentials, and the many green initiatives that are in place to preserve and protect the environment.
The appointment is in line with new developments to the country’s infrastructure which includes plans for a new international airport which hopes to encourage further accessibility to the country.
The account will be run by Kate McWilliams (MD) and Emily Olsen (Senior Account Director), supported by the LOTUS teams in London and partner agencies in Germany and Spain for a full-service representation that covers these key markets.
Fatmata Mida Hamid Carew, Director, General Manager of Sierra Leone NTB, said: “We are thrilled to be working with LOTUS during a period of such great importance for Sierra Leone. We’re incredibly proud of our country and we’re excited to welcome international visitors to experience our West African nation for themselves. It’s crucial to have an agency on board that is not only aligned with our objectives but has a genuine passion for the destination.”
Emily Olsen, Senior Account Director, commented: “I spent my childhood in Sierra Leone, so it’s a real pinch me moment to have the opportunity to work with the tourism board all these years later. Challenging the perceptions and misconceptions of Sierra Leone will be key to our activity so the consumer focus will shift to an understanding of what makes this country so special.”
Kate McWilliams, MD at LOTUS, added: “We are very proud of our experience working with emerging destinations. We know there is significant consumer demand for adventure travel which is coupled with an appetite for exploration and discovery. We look forward to implementing a strategic campaign to ultimately put Sierra Leone on the map, and to drive bookings and visitation to a country that has so much to offer. We will be working with our partner agencies to deliver these results in Sierra Leone’s most important European source markets.”
11th Nov.2022 York England Helen Ashby OBE. BA. FMA is one of the longest staff from York National Railway Museum England who received the Sierra Leone’s Tourism delegation from York train station.
In her welcome note, she appreciated the team, for endeavouring to honour their invitation to see the monumental Relics of their Railway Museum.
This Iconic National Railway Museum is a museum in York settlement which forms segment of the Science Museum Group.
The official visit today, help the delegation to understand essence of the museum which tells the story of rail transport in Britain and its impact on society. This historical museum is a domicile for preserving national collection of historically significant, which includes: railway vehicles such as Mallard, Stirling Single, Duchess of Hamilton and a Japanese bullet train.
In addition, the team discovered that the National Railway Museum anchor a diverse collection of other objects and articles that has elementary pieces of the historical touch of fine arts.
Madam Ashby in the escorted tours made us to understand, that this great museum has won many accolades and awards, including the European Museum of the Year Award in 2001.
Mrs. Annmarie Kamara, the Administrative Manager from Monuments and Relics Commission, comparing the National Railway Museum
Freetown, Sierra Leone
After Sierra Leone’s railways shut down in 1974, the same collection of engines and other artifacts spent decades hidden away in this old workshop—now a museum. However, we are here to see how these structures been done here could be replicated in the future.
The General Manager National Tourist Board, Mrs. Fatmata Mida Carew in addition, emphasize the need for healthy collaboration with York Museum and Sierra Leone Railway Museum. With this she believes, heritage and culture will have a place value of sustainability.
In conclusion, the Chairman Board, Mr. Tamba Alliue Kokobaye called on Madam Hellen Ashby to foster the collaboration between York Railway Museum and Sierra Leone National Railway Museum, Coordinated and directed by Monuments and Relics Commission.
The visit to York National Railway Museum and York city itself is an eye opener, to the team; viewing their key Monuments and Relics, gives a clear insight to the team on maintaining heritage and cultural elements.
