Sierra Leone is today concluding three productive days at World Travel Market (WTM) London 2026, with the Minister of Tourism and Cultural Affairs, Hon. Nabeela Farida Tunis, leading high-level engagements aimed at strengthening international partnerships, expanding tourism opportunities and positioning the country as an increasingly attractive destination for travel, culture and investmen
The country’s participation, which began on Tuesday, 3 November, featured meetings with international tour operators, travel companies and influential media personalities, including Peter Greenberg, CBS News Travel Editor and multiple Emmy Award-winning journalist, and Matt Midworth of National Geographic Traveller (UK). Discussions explored opportunities in destination marketing, international media exposure, digital storytelling and strategic collaboration to enhance Sierra Leone’s global tourism profile.
A major highlight came on Wednesday, 4 November, when Minister Tunis participated in the
the 20th anniversary edition of the WTM Ministers’ Summit, held under the theme “Strengthening Tourism for a Resilient and Regenerative Future.”
Organised in association with UN Tourism and the World Travel & Tourism Council (WTTC), the Summit brought together tourism ministers and industry leaders to address challenges facing the sector, including climate change, geopolitical instability, technological transformation and sustainable investment.
Addressing the gathering, Minister Tunis outlined Sierra Leone’s people-centred, private sector-driven tourism strategy, drawing on the country’s historical and contemporary experiences to underscore the importance of resilience, economic diversification and sustainable development.
She emphasised Government’s responsibility to create an enabling environment for private-sector growth, highlighting initiatives such as the establishment of a unified tourism federation and the introduction of a 2% tourism levy to support industry development and community participation.
The Minister also referenced national tourism campaigns, including the Year of Ecotourism and the current emphasis on Culture and Creativity, alongside WakaBot, a digital chatbot designed to improve visitor information and destination accessibility.
Discussions at the Summit further drew on experiences from Zimbabwe, the Dominican Republic and India, highlighting approaches to agricultural linkages, infrastructure development, domestic tourism and responsible resource management.
Following the Summit, Minister Tunis addressed a press conference highlighting two major forthcoming events in Sierra Leone: the One Nation Reggae Festival, scheduled for 25–30 November 2026, and the 3rd UN Tourism Regional Forum on Gastronomy Tourism for Africa, which Sierra Leone will host from 2nd to 4th December 2026 at the Julius Maada Bio International Conference Centre in Lungi. The latter will combine high-level international discussions with a vibrant celebration of Africa’s culinary and cultural heritage, featuring food exhibitions, live cooking demonstrations, cultural showcases and entertainment
Joining her on stage for the press conference were Sierra Leone’s Deputy High Commissioner to the United Kingdom, Mrs. Yvonne King Odigboh; National Tourist Board General Manager, Mrs. Fatmata Mida Carew; Director of Tourism, Mr. Mohamed Jalloh; Mr. Alieya Kargbo of Visit Sierra Leone and the Tour Operators Association; and Mr. Francis Musa Momoh of the Monuments and Relics Commission.
Expanding on the country’s gastronomy strategy, Minister Tunis championed the “farm-to-table” concept, connecting farmers, fishermen, food producers, transporters and local chefs with hotels, restaurants and hospitality markets to expand economic opportunities across the tourism value chain.
She stressed the importance of preserving traditional culinary practices, promoting the nutritional value of indigenous foods and transforming culinary skills into viable enterprises, particularly for women and young entrepreneurs.
The Minister also outlined plans to promote the “Taste of Sierra Leone” within the broader “Taste of Africa” experience, introducing local cuisine to international audiences while safeguarding its distinctive cultural authenticity.
She further highlighted opportunities within the creative industries, enabling young designers, artists and entrepreneurs to showcase their talents, access new markets and contribute to economic growth.
Speaking on the One Nation Reggae Festival, Mr. Francis Musa Momoh outlined plans to broaden participation from Africa and the Caribbean while showcasing Sierra Leonean music, fashion, cuisine and creative talent.
Mrs. Fatmata Mida Carew encouraged collective efforts to promote Sierra Leone through traditional and digital media, while Deputy High Commissioner Mrs. Yvonne King Odigboh reaffirmed the High Commission’s commitment to facilitating international partnerships and enhancing the country’s global visibility.
Director of Tourism Mr. Mohamed Jalloh highlighted visa-on-arrival arrangements and improved transfers to Freetown, while promoting Sierra Leone’s tropical coastline, biodiversity, historical attractions and cultural heritage.
The inclusive vision underpinning these initiatives was captured in the widely embraced Krio expression, “Tourism business nar all man business,” reinforcing the principle that tourism development is a shared national responsibility.
Today, the final day of the exhibition, the Sierra Leone stand continues to serve as a vibrant hub of activity, with government agencies, tour operators, transport providers and other stakeholders engaging the national tourism team. Discussions are focused on consolidating earlier contacts, exploring new opportunities and forging partnerships before the close of a packed and productive programme.
Taken together, Sierra Leone’s engagements at WTM London 2026 demonstrate a growing determination to connect tourism with agriculture, culture, technology, transport and enterprise to unlock the sector’s full potential and create a more diversified and sustainable industry.
