At the recently held World Travel Market (WTM) London 2024, Sierra Leone’s tourism leaders took the stage to spotlight the country’s rapid growth in global tourism. Nabeela Tunis, the country’s Minister of Tourism and Cultural Affairs at her second WTM-London, shared insights into how the travel showpiece platform is reshaping the country’s approach to tourism, revealing a remarkable journey from last year’s appearance to this year’s milestone achievement.
Reflecting on her first WTM London experience, Nabeela Tunis described how it was about understanding the event’s vast potential.
“Last year was just the start,” she noted. “I was getting to understand what WTM means and how Sierra Leone can take advantage of this very vast platform to showcase its tourism offerings and products.” This year, however, marked a clear turning point, as Sierra Leone’s presence at WTM had grown significantly, attracting greater interest and participation. She emphasized the shift, saying, “It’s given us a huge platform to actually showcase who we are as a country and what we have to offer.”
The impact was tangible, with visitor interactions nearly doubling from last year, thanks to strengthened partnerships and increased visibility. “In terms of us doing what we call the partnerships that we need to help to promote the destination here in the UK, I’ve also realized that most of our tour operators from the private sector have secured very firm partnerships with travel agents and DMCs established here,” she explained.
The Power of Tourism for All: Showcasing a Unique Sierra Leone
A core part of Sierra Leone’s tourism strategy, Minister Tunis explained, is the Tourism for All Campaign, an initiative aimed at broadening the narrative of Sierra Leone’s attractions. The campaign, she shared, is “a year-long campaign that seeks to inform the general public in Sierra Leone and outside Sierra Leone about Sierra Leone’s tourism offerings and products.” Moving beyond familiar images of Sierra Leone’s beautiful beaches, the campaign shines a light on the nation’s rich cultural heritage, wildlife, and a renewed commitment to sustainable tourism.
As an emerging destination, Sierra Leone has crafted a distinct approach to tourism, learning from the experiences of other African countries while carving out its own niche.
“We want to come into the space as a country that provides a different and unique experience, rather than competing with other countries who have been in the landscape for so long,” Minister Tunis remarked. This approach, grounded in a respect for Sierra Leone’s unique identity, aims to position the country, not as a competitor, but as a complement to other destinations, offering visitors an experience they won’t find elsewhere.
Driving Tourism through Public-Private Partnerships
For Sierra Leone, the private sector’s role is crucial in transforming the tourism landscape. Reflecting on her early observations, Minister Tunis shared,
“I did a scoping, and I realized that the private sector is integral to the production of or the promotion of tourism in Sierra Leone.”
Emphasizing her vision for a “private sector driven industry,” she highlighted ongoing efforts to build partnerships not only with private sector players but also across various government entities.
Infrastructure improvements remain a priority, with discussions underway on developing “tourism development areas and tourism development zones” with essential services like “electricity and water and good roads.”
According to the Minister this collaboration between public and private sectors is seen as essential to Sierra Leone’s tourism growth.
“The good thing is that there’s an increased appetite within the government structure to support tourism because of the position it has in the national development plan,” Tunis added, underscoring the importance of government support in creating a thriving environment for tourism.
Tourism’s Role in Sierra Leone’s National Development
Tourism’s role in Sierra Leone’s economy has been recognized as a key enabler in the national development plan, and Tunis sees this as an opportunity to set high standards for the sector.
“Tourism is the critical enabler to the big five,” she explained, referring to its position within the country’s top economic priorities. With this responsibility comes a commitment to delivering exceptional experiences that will boost the nation’s economic resilience and international reputation.
A Vision for the Future
As Sierra Leone continues to establish itself on the global tourism map, Minister Tunis envisions a future built on sustainable growth, inclusivity, and collaboration. From showcasing Sierra Leone’s unique stories to building critical partnerships with the UK travel market, Sierra Leone’s tourism sector has made significant strides in just one year.
