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.
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.
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.
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.
