MADRID, SPAIN — 22nd January, 2026
Sierra Leone is making a confident and culturally rich statement at the International Tourism Trade Fair (FITUR) 2026 in Madrid, under the leadership of Nabeela Tunis, Minister of Tourism and Cultural Affairs. Anchored on the Ministry’s flagship Culture and Creativity Year 2026, the country’s presence reflects a deliberate shift from traditional destination marketing toward a bold celebration of identity, heritage, and creative expression. Through music, visual storytelling, and cultural displays, Sierra Leone is positioning itself as a distinctive West African destination offering depth, authenticity, and human connection.
The strategy aligns squarely with the transformative tourism vision of His Excellency Julius Maada Bio, which places culture and the creative industries at the center of national development and global engagement. At FITUR, the delegation has highlighted historical landmarks such as Bunce Island, living traditions, and the growing creative energy of Freetown, reinforcing the message that tourism in Sierra Leone is not just about places, but about people, stories, and lived experiences. This approach has resonated strongly with European audiences seeking meaningful and immersive travel.
Engagements on the trade floor have been candid and productive. While international tour operators expressed admiration for Sierra Leone’s cultural appeal, discussions also touched on practical concerns, particularly travel costs, airfares, and related logistics. Minister Tunis and her team addressed these issues head-on, reframing the conversation around value rather than price, and emphasizing Sierra Leone as a premium, emerging destination that rewards visitors with exclusivity, cultural depth, and genuine hospitality.
As FITUR 2026 progresses in Madrid, Sierra Leone’s delegation remains focused and optimistic. With the Culture and Creativity Year 2026 as a powerful unifying theme, the country is signaling a new era for its tourism sector, one driven by culture-led growth, creative enterprise, and strategic storytelling. Under Minister Nabeela Tunis’ stewardship and President Bio’s national vision, Sierra Leone is steadily redefining its global tourism brand and asserting its place on the international cultural tourism map.
MTCA Communications
