ITB Berlin: Sierra Leone is the New Kid on the Block-Nabeela Tunis

Share
Tweet
Post
Send

Sierra Leone’s Minister of Tourism and Cultural Affairs, Mrs Nabeela Farida Tunis, has positioned the country as an emerging and compelling tourism destination on the global stage. Speaking at the ITB High Level Ministerial Global Roundtable: “Next Chances, Next Challenges”—chaired by CNN’s Richard Quest—Mrs Tunis described Sierra Leone as “the new kid on the block” in tourism and a model destination worth visiting.

The high-profile panel included Albania’s Minister of Tourism and Environment, Mirela Kumbaro; Croatia’s Minister of Tourism and Sports, Tonci Glavina; and Eduardo Santander, CEO of the European Travel Commission.

Minister Tunis emphasized that hospitality comes naturally to Sierra Leoneans, making the country a warm and welcoming place for visitors. She highlighted that in 2024, the Ministry of Tourism and Cultural Affairs through the Tourism for All Campaign invested heavily in training citizens to preserve their natural resources while ensuring that tourism remains sustainable.

Sierra Leone’s delegation at ITB Berlin

“Every country has its own unique product, and we must focus on our strengths rather than the challenges,” she said. “We are aware of connectivity issues, but each destination offers something special. That’s why Sierra Leone is prioritizing ecotourism in 2025—bringing together nature, culture, arts, conservation and people.”

On the focus for the next 24 months, Minister Tunis elaborated on the country’s aim to attract additional investments in infrastructure as well as rolling out the Public Private Community Partnership model to guarantee sustainability.

Other panelists shared their insights on tourism development:
• Hon. Mirela Kumbaro (Albania) emphasized that her country does not measure success purely by tourist arrivals. “Tourism is policy-making for the government, pleasure for visitors, and profit-making for operators,” she noted.
• Hon. Tonci Glavina (Croatia) highlighted Croatia’s 110 diverse destinations, stating that the government has implemented a Green Satellite Tourism Account to track tourism expenditures and arrivals.
• Eduardo Santander (European Travel Commission) pointed out that multi-generational travel is booming across Europe. He cautioned destinations against being overly selective about visitors, stating “Tourism is driven by two factors—time and money to spend. Every destination is obsessed with being the best, but the real key is ensuring a fulfilling experience for all travelers.”

Minister Tunis shared that Sierra Leone’s key source markets include Canada, the USA, and Europe. She emphasized that visitors are consistently captivated by the authenticity the country offers and often return with more travelers.

The session ended on an exciting note, as Richard Quest and other panelists expressed keen interest in visiting Sierra Leone to witness firsthand the country’s untapped tourism potential.

With Sierra Leone actively embracing ecotourism and sustainable development, its emergence on the global tourism map is a journey worth tracking.

Share
Tweet
Post
Send

Related Posts

Sponsored

Follow Us

Follow Us on X

#VoyagesAfriq | Tourism accounts for 33% of the blue economy, outpacing maritime transport and fisheries.

At #UNOC3, leaders launched the Ocean Tourism Pact and One Ocean Finance Facility to align growth with ocean health and community resilience.

#VoyagesAfriq | Pablo Borchi, Head of Marketing & Partnerships at Sound Diplomacy Events, extends a warm invite to the UN Tourism World Music Festival in the DRC from 16–18 July 2025.

Experience the heartbeat of Africa through rhythm, culture, and connection.

#WMFEST

#VoyagesAfriq | UN Tourism and Slow Food @SlowFoodHQ sign MoU to strengthen gastronomy tourism and local food systems.

The collaboration focuses on sustainability, rural development, and community empowerment.

Read more on this strategic alliance.

#VoyagesAfriq | Tourism Seychelles strengthens European ties through roadshows in France, Benelux & Switzerland, engaging key trade partners and showcasing the destination’s offerings.

Read more on the strategic outreach and partnerships formed.

Load More