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.
