Once upon a time, in the early post-independence era, Sierra Leone’s tourism stood proudly on the global stage. The Sierra Leone National Dance Troupe, representing the pinnacle of the nation’s artistic heritage, showcased its vibrant culture worldwide, attracting a multitude of visitors to the country’s pristine beauty. The troupe won “Best Performance” at the 1964 New York World’s Fair and delivered equally memorable displays at major events like the 1965 Commonwealth Arts Festival in London and the 1966 Festival of Negro Arts in Dakar, becoming internationally synonymous with Sierra Leonean culture and achievement.
After decades of setbacks—from political instability to economic challenges, civil war, and the Ebola pandemic—Sierra Leone’s tourism sector is making a powerful comeback on the global stage. This resurgence is led by the Ministry of Tourism and Cultural Affairs, with Minister Nabeela Tunis at the helm.
This positive trajectory in our national development drive has been on the uptake since the advent of H.E. President Julius Maada Bio into power- a leader who has prioritised education, including national cultural awareness, in the forefront of his policy agenda as part of the nation’s comprehensive revival efforts.
The fruits of President Bio’s policy reawakening were again made visible this week at the London’s ExCel Centre. This was yet another important platform for Sierra Leone to stand tall and be counted among the global fraternity of determined achievers.
For three days at the ExCel Centre in London, Sierra Leone’s delegation, led by Minister Tunis, showcased the nation’s tourism potential amid dynamic cultural performances, high-profile meetings, and engaging seminars. The “Tourism For All Campaign 2024” and initiatives like the “Women in Tourism” agenda were in the spotlight. Minister Tunis reiterated the country’s commitment to eco-tourism, conservation, and sustainable travel. She highlighted unique attractions such as the Tacugama Chimpanzee Sanctuary, Tiwai Island, and upcoming eco-projects in the Gola Rainforest and Loma Mountains, framing Sierra Leone as an ideal destination for eco-conscious travellers.
Minister Tunis, along with Permanent Secretary Mr. Kwame Yankson, National Tourist Board General Manager Mrs. Fatmata Carew, and Director Mohamed Jalloh, engaged in productive talks with global tourism leaders. Notably, they discussed strategic partnerships with Kgomotso Ramothea, CEO of the African Travel and Tourism Association (ATTA), to enhance domestic tourism and strengthen regional tourism ties. Sierra Leone’s participation in ATTA, which began in early 2024, highlights the country’s dedication to promoting African travel globally.
The delegation’s efforts also captured the attention of CBS News Travel Editor Peter Greenberg, known as “The Travel Detective” for his insightful reporting on global destinations. Greenberg, who additionally serves as the host of “Eye on Travel”, expressed strong interest in Sierra Leone’s journey to establish itself as a prominent player in the tourism industry. Further discussions with Lily Sawyer and Lauren Kania of Africa Outlook, as well as Ola Wright, CEO of the West African Tourism Organization (WATO), highlighted Sierra Leone’s commitments towards expanding its tourism profile through strategic partnership.
Minister Tunis also participated in a summit on “AI for Good in Tourism,” hosted by WTM in association with the United Nations World Tourism Organization (UNWTO) and the World Travel and Tourism Council (WTTC). She joined global leaders to discuss the potential of Artificial Intelligence in promoting sustainable tourism.
By actively participating in high level summits with cutting-edge topics, and engaging with key players in relevant fields, Sierra Leone is setting a path for itself as a forward-thinking player in global tourism.
Reflecting on WTM’s impact, Permanent Secretary Mr. Kwame Yankson was brimming with optimism: “Sierra Leone is a growing destination, and we are determined to leverage all our knowledge and experiences to showcase the natural beauty and vast potential of the country, even as we continue to learn from so many others at events like this.”
That optimism has been echoed by Wanderlust, the U.K.’s longest-running travel magazine, which shortlisted Sierra Leone in its 2024 Awards for “Best Emerging Destinations.”
With support from the Sierra Leone High Commission, led by High Commissioner H.E. Dr. Morie Komba Manyeh and Deputy High Commissioner Mrs. Yvonne King Odigboh, the delegation’s efforts demonstrated a deep commitment in reviving and elevating the country’s tourism profile way beyond its glorious 1960s benchmark.
As the WTM London concludes this year’s activities, the Sierra Leone tourism team will be returning home with stronger connections, renewed hope, bigger dreams, valuable insights, greater confidence, and a clearer path forward.
With eyes on both domestic tourism, regional collaboration and a push for global partnerships, Sierra Leone is taking very meaningful steps towards a thriving tourism industry that honours its authentic beauty, celebrates its rich culture, and provides lasting benefits for its communities.
Certainly the stage has been set in this sector for meaningful growth. The goal would be for more Sierra Leoneans will begin to take a more pragmatic look at this multi-trillion dollar industry, as a viable pathway to personal and community development, because as Minister Nabeela Tunis keeps chanting: “Tourism Biznez, Nar Allman Biznes!” We must loudly reecho her chants in more functional ways because it is a song for the development and betterment of Sierra Leone!
Abdulai Braima, Information Attaché, SLHC- London https://blog.slhc-uk.org/
