Sierra Leone is bringing its participation at World Travel Market (WTM) London 2026 to a close following three days of strategic engagements, international networking and tourism promotion, with the Minister of Tourism and Cultural Affairs, Hon. Nabeela Farida Tunis, spearheading efforts to deepen global cooperation, attract investment and strengthen the country’s position in the international tourism marketplace.
Since the opening of the exhibition on Tuesday, 3 November, the Sierra Leone delegation has engaged extensively with international travel operators, tourism investors, media organisations and industry stakeholders. These interactions have provided valuable opportunities to promote the country’s tourism potential, establish new business connections and explore innovative approaches to destination marketing.
Among the notable media engagements were discussions with Peter Greenberg, CBS News Travel Editor and multiple Emmy Award-winning journalist, and Matt Midworth of National Geographic Traveller (UK). Conversations centred on international destination exposure, compelling travel narratives, digital promotion and opportunities to project Sierra Leone’s natural, cultural and historical attractions to wider audiences.
One of the most significant moments of the country’s participation was the Minister’s contribution to the 20th WTM Ministers’ Summit, held on Wednesday, 4 November, under the theme “Strengthening Tourism for a Resilient and Regenerative Future.”
The Summit, organised in partnership with UN Tourism and the World Travel & Tourism Council (WTTC), convened tourism ministers and leading industry figures to examine the changing dynamics of global tourism. Key discussions addressed climate-related challenges, geopolitical uncertainties, technological advancement, investment priorities and the need to build more sustainable and resilient tourism economies.
In her contribution, Minister Tunis presented Sierra Leone’s approach to tourism development, emphasising a people-focused strategy supported by private-sector participation, economic diversification and responsible management of the country’s tourism resources. Drawing on Sierra Leone’s historical journey and present development priorities, she underscored the importance of building an industry capable of withstanding external shocks while delivering meaningful benefits to citizens.
The Minister placed particular emphasis on Government’s role in establishing the right policy and institutional framework to encourage private investment and strengthen industry coordination. She highlighted initiatives such as the proposed unified tourism federation and the introduction of a 2% tourism levy as mechanisms for supporting sector development, improving coordination and expanding community involvement.
She also highlighted the country’s evolving tourism promotional agenda, including the Year of Ecotourism and the current focus on Culture and Creativity. The introduction of WakaBot, a digital chatbot developed to improve access to destination information and enhance the visitor experience, was also presented as part of Sierra Leone’s efforts to embrace technology in tourism service delivery.
The Summit further provided an opportunity to exchange perspectives with other destinations, including Zimbabwe, the Dominican Republic and India. Their experiences offered useful insights into strengthening agricultural connections, improving tourism infrastructure, stimulating domestic travel and promoting responsible use of natural resources.
Another major engagement followed the Ministers’ Summit, when Minister Tunis led a press conference to spotlight two important international events on Sierra Leone’s tourism calendar: the One Nation Reggae Festival, scheduled for 25–30 November 2026, and the 3rd UN Tourism Regional Forum on Gastronomy Tourism for Africa, which Sierra Leone will host from 2–4 December 2026 at the Julius Maada Bio International Conference Centre in Lungi.
The Gastronomy Forum is expected to bring together international tourism leaders, culinary experts, policymakers, investors and industry practitioners. Beyond policy discussions and professional exchanges, the event will celebrate Africa’s diverse food traditions through culinary exhibitions, live cooking demonstrations, cultural presentations and entertainment.
The Minister was joined at the press conference by Sierra Leone’s Deputy High Commissioner to the United Kingdom, Mrs. Yvonne King-Odigboh; National Tourist Board General Manager, Mrs. Fatmata Mida Carew; Director of Tourism, Mr. Mohamed Jalloh; Mr. Alieya Kargbo of Visit Sierra Leone and the Tour Operators Association; and Mr. Francis Musa Momoh of the Monuments and Relics Commission.
A central message of the Minister’s presentation was the need to position gastronomy as a major economic driver within Sierra Leone’s tourism industry. She advocated a stronger farm-to-table approach, linking local farmers, fishermen, food processors, transport operators and culinary professionals with hotels, restaurants and other hospitality businesses.
According to the Minister, strengthening these connections will help retain more tourism revenue within local communities, stimulate agricultural production, create employment and open up new business opportunities across the tourism value chain.
She further called for greater recognition and preservation of Sierra Leone’s indigenous food traditions, stressing that traditional recipes, local ingredients and culinary knowledge represent valuable cultural assets that can be transformed into competitive tourism products.
Particular attention was given to the empowerment of women and young entrepreneurs through culinary innovation, food production and hospitality-related enterprises. The Minister noted that developing these skills into sustainable businesses would contribute to household incomes, employment creation and broader economic participation.
She also outlined the ambition to take “Taste of Sierra Leone” to international audiences as part of a wider “Taste of Africa” experience, ensuring that the country’s cuisine receives greater international recognition without losing its cultural identity and authenticity.
Beyond food and gastronomy, the Minister highlighted the enormous potential of Sierra Leone’s creative economy. She encouraged greater investment in opportunities for young artists, fashion designers, musicians, cultural practitioners and other creative entrepreneurs to develop their products, access international markets and contribute to national economic transformation.
Addressing the One Nation Reggae Festival, Mr. Francis Musa Momoh highlighted plans to attract broader participation from African countries and the Caribbean, while showcasing Sierra Leone’s music, fashion, cuisine and creative industries as important expressions of its cultural identity.
Meanwhile, Mrs. Fatmata Mida Carew, General Manager of the National Tourist Board, called for stronger collaboration among stakeholders and greater use of both conventional and digital media to promote Sierra Leone’s tourism offerings. She emphasised that sustained international visibility requires collective effort and consistent destination marketing.
The Deputy High Commissioner, Mrs. Yvonne King-Odigboh, reaffirmed the Sierra Leone High Commission’s readiness to support international engagement, facilitate strategic relationships and strengthen the country’s visibility within the United Kingdom and beyond.
For his part, Director of Tourism, Mr. Mohamed Jalloh, drew attention to the country’s improving visitor access arrangements, including visa-on-arrival facilities and enhanced transfer connections to Freetown. He also promoted Sierra Leone’s extensive coastline, rich biodiversity, historical landmarks, wildlife attractions and distinctive cultural experiences as compelling reasons for international visitors to explore the destination.
The broader philosophy behind Sierra Leone’s tourism development agenda was reflected in the popular Krio expression, “Tourism business nar all man business.” The message reinforces the understanding that tourism cannot thrive through Government efforts alone; it requires the active involvement of communities, businesses, traditional institutions, young people and other national stakeholders.
As WTM London 2026 enters its final day, Sierra Leone’s exhibition stand remains an important meeting point for international tourism professionals, government representatives, travel companies, transport providers and destination marketing organisations. The delegation continues to build on relationships established during the exhibition, follow up on business opportunities and explore partnerships capable of translating international interest into tangible results.
The country’s participation has demonstrated an increasingly integrated vision of tourism, recognising the connections between travel, agriculture, cultural preservation, technology, transportation, investment and entrepreneurship. By bringing these sectors together, Sierra Leone is seeking to build a more competitive, inclusive and diversified tourism economy.
In her remarks during Wednesday’s press conference, Minister Nabeela Farida Tunis emphasised that the real success of tourism should not be measured solely by visitor numbers. Rather, its impact must be reflected in improved livelihoods, stronger communities, the protection of cultural heritage and opportunities created for generations to come.
That vision represents an important direction for Sierra Leone’s tourism future: an industry that attracts international visitors while empowering local people, encourages investment while protecting natural resources, and celebrates cultural identity while embracing innovation.
As Sierra Leone concludes its three-day engagement at WTM London 2026, the message is clear: tourism must become a shared instrument of national prosperity, a platform for international partnership and a powerful expression of the country’s identity, heritage and limitless possibilities.
SIERRA LEONE — EXPLORE FREEDOM.
