Sierra Leone’s representative to the upcoming Miss World Beauty Pageant in Vietnam, Mariyam Lorba Konneh, addressed journalists at the Ministry of Information and Civic Education’s National Press Briefing on Tuesday (4th July, 2026). Her participation is being strongly supported by the Ministry of Tourism and Cultural Affairs (MTCA), which views the global contest as a unique opportunity to showcase Sierra Leone’s culture, heritage, and tourism potential.
Ms Lorba Konneh expressed gratitude to the government and people of Sierra Leone for their encouragement, pledging to represent the nation with dignity and pride. She emphasised her commitment to promoting African unity, women’s empowerment, and cultural identity on the Miss World stage.
The press briefing underscored the government’s commitment to using international platforms to rebrand Sierra Leone. Ms Konneh’s participation is expected to boost national pride and position Sierra Leone as a rising hub for ecotourism, cultural heritage, and the growth of the creative industry.
Miss World 2026 is scheduled to take place on September 5, 2026. The event will be part of a month-long festival running from August 9 to September 5, 2026, featuring multiple preliminary competitions, cultural showcases, and social initiatives. The Miss World 2026 will feature contestants from over 100 countries and territories, each representing their nation after winning national-level pageants.
In an interview with the MTCA Communications unit, Mrs Sophie Johnson, a Senior Board member of Miss Sierra Leone Limited, called on Sierra Leoneans at home and in the diaspora to rally behind Ms Konneh and invest in their homeland. She stressed that tourism and cultural promotion are key drivers of economic diversification, and diaspora involvement is vital to sustaining momentum.
Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, described Ms Konneh’s participation as “a cultural milestone and a new chapter in Sierra Leone’s international branding.” She noted that the Miss World platform will amplify Sierra Leone’s tourism narrative, complementing recent sectoral improvements and the promotion of cultural festivals.
“Mariyam Lorba Konneh’s presence at Miss World next week in Vietnam is more than a pageant; it is a national mission to showcase Sierra Leone’s beauty, culture, and potential to the world,” the Tourism Minister noted.
