Sierra Leone’s Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, has emerged as a leading African voice in global place branding after being named among the 2026 cohort of leaders shaping the field by The Place Brand Observer (TPBO).
The annual recognition brings together twelve practitioners, policymakers and researchers from across the world whose work is redefining how countries, cities and communities position themselves for tourism, investment and cultural influence. The honourees are inducted into TPBO’s Who’s Who in Place Branding — a peer-recognised network of more than 500 professionals at the intersection of strategy, identity and leadership.
For Tunis, the recognition reflects years of deliberate work repositioning Sierra Leone’s tourism and cultural landscape. Her leadership has focused on structured policy development, beginning with ecotourism and domestic tourism awareness, and evolving into a broader cultural strategy that places heritage, arts and identity at the centre of national development. This approach aligns with global shifts toward using tourism not just as an economic driver, but as a tool of soft power and international reputation-building.
Since assuming office, Tunis has championed initiatives to rebuild Sierra Leone’s image on the global stage following years of economic and reputational challenges. Her ministry has prioritised sustainable tourism, the promotion of heritage assets such as Bunce Island and the country’s pristine beaches, as well as campaigns encouraging citizens to rediscover domestic tourism. Under her stewardship, Sierra Leone has also strengthened its participation in regional and international tourism platforms, positioning itself as an emerging destination with authentic cultural experiences.
Her inclusion in the TPBO list places her among a strong contingent of African tourism leaders who are reshaping narratives about the continent.
From The Gambia, Abdoulie Jobe, Minister of Tourism, Arts and Culture, has been recognised for building a national brand identity from the ground up. His work integrates destination marketing with investment promotion and cultural policy, earning him the distinction of World’s Best Minister 2026 at the World Government Summit in Dubai.
In Ghana, Professor Kobby Mensah, CEO of the Ghana Tourism Development Company, has been acknowledged for bridging academia and industry. His leadership signals a shift toward positioning tourism as an interconnected system linking investment, innovation and experience design, while promoting digital transformation in tourism education.
Beyond Africa, the 2026 cohort reflects a diverse and evolving discipline. Estonia’s Andres Kaskis aligning Tallinn’s global identity across tourism, investment and talent attraction, while Sweden’s Klara Enbom Burreau is shaping the narrative of Kiruna’s historic relocation due to mining activity by integrating heritage and climate realities into its brand story.
Other honourees include UK-based regeneration specialist Therasa Garrod, Chile’s strategic partnerships leader Víctor Palma, and Thailand’s academic Viriya Taecharungroj, whose research advances data-driven approaches to place branding and economic performance.
The list also features voices from academia and community development, such as Guido van Garderen, Jacquelyn West and Monica Ray, reflecting the increasingly interdisciplinary nature of place branding.
Collectively, the 2026 cohort signals a shift away from traditional destination marketing toward more integrated models that connect tourism with investment, culture, governance and long-term value creation.
For Africa, Tunis’s recognition is particularly significant. It underscores the continent’s growing influence in shaping global narratives around tourism and identity and highlights a new generation of leaders who are moving beyond promotional campaigns to embed tourism within national development strategies.
