The President of the Republic of Liberia George Weah has today 27th January 2022 unveiled the country’s national tourism brand and marketing strategy in a ceremony in the capital, Monrovia.
This momentous feat is part of the Government’s commitment to improving its economic growth and employment opportunities through tourism.
Speaking at the august occasion, the President of the republic said the document will guide, develop and market the country’s tourism sector.
In a launching statement of the initiative, President Weah indicated that “our country is endowed with immense cultural and tourism potential”.
He said Liberians should take special pride in the diversity of their heritage and tourist attractions—the lush green vegetation, beautiful waterfalls, pristine beaches, and other stunning landscapes.
“We are also blessed with a striking coastline of over 560 kilometers,” the President added: “We have a unique flora and fauna, largely unexplored wildlife and an excellent ocean tide, thus making Liberia an ideal destination for tourism.”
He reiterated his administration’s commitment to investing in tourism and making it a key sector to drive the country’s economic growth.
The sector, President Weah said, has the potential to create employment for thousands of Liberians, while contributing to revenue generation.
“Tourism development brings together all sectors, including the private sector, which is an important engine of growth and economic development,” The President noted, calling on actors in the private sector to play a major role in the development of the Liberian tourism industry, either as independent entrepreneurs, or through public-private partnerships with the Government.
“Let me at this point convey my sincere gratitude to the International Trade Center and United Nations World Tourism Organization for their strong support and collaboration. We also would like to thank the Enhanced Integrated Framework Program for funding this project. I am hopeful that the other components of this project will be implemented and completed as planned’, Dr. Weah noted.
The Regional Director for Africa at the United Nations World Tourism Organization (UNWTO) Elcia Grandcourt who spoke at the launch said, UNWTO is happy to have been part of the project and will continue to offer support for the development of a sustainable tourism sector in Liberia.
‘’The launch of the brand and marketing strategy is timely especially as the continent continues to face low brand awareness among international tourists for African destinations. UNWTO through its Agenda for Africa-Tourism for inclusive Growth has been Advocating Brand Africa as one of the key priorities to channel the positive narrative and incredible stories of the continent’’ Ms. Grandcourt said.
The Brand Africa project also aims at influencing and putting Africa including Liberia in the mind of travelers seeking new destinations, authentic experiences, and exploring the unique biodiversity that the countries have to offer.
Ms. Grandcourt revealed that the UNWTO Brand Africa Publication is expected to guide member states in the preparation of their marketing assets.
‘’Through the recently launched UNWTO Brand Africa publication, we have set pathways for our member states to strengthen its competitiveness and marketing strategy. Liberia’s New Tourism Brand and Official Marketing Strategy present an opportunity for the destination to use the power of tourism to drive development” she observed.
The Liberia Tourism Brand Identity was developed with the technical support of the International Trade Center and the United Nations World Tourism Organization under the Liberia Tourism Development Project, funded by the Enhanced Integrated Framework.
About the Tourism Development Project
The Liberia Tourism Development project emanates from the National Export Strategy on Tourism 2016-2020 and responds to the implementation of the Strategy. It has an objective of developing the tourism sector offerings by: a) improving the policy environment and institutional capacity, b) developing new tourism destinations around surfing and other historical and natural attractions, and c) undertaking targeted promotion and advocacy campaigns to promote tourism to international, regional and domestic markets. Specifically, the project aims at: a) establishing a tourism information booth at the Monrovia Roberts International Airport, b) developing tourist reception facilities at the Robertsport beachfront, the Providence Island and the Marshall Island, and c) developing a tourism marketing strategy and a tourism brand identity for Liberia, focusing on Robertsport as a surf tourism destination.