This evening, the curtains fell on the World Travel Market (WTM) London 2025, after three exhilarating days of culture, cuisine, business, and collaboration at the sprawling ExCeL Exhibition Centre in East London’s Royal Docks. Once again, the global tourism showcase lived up to its reputation; and Sierra Leone made sure its presence was both deeply felt and widely celebrated.
If there was one moment that captured the essence of the event, it was the scene at the Sierra Leone Pavilion yesterday. Minister of Tourism and Cultural Affairs, Mrs. Nabeela Farida Tunis, and Deputy High Commissioner, Mrs. Yvonne King Odigboh, lit up the floor and lifted spirits even higher with an impromptu dance-off to the classic melody of Sierra Leone’s internationally renowned music legend Bunny Mack’s “Let Me Love You (🇸🇱)…FOREVER.” Their graceful moves, pulsating with rhythm and joy, embodied Sierra Leone’s warm spirit and captivating cultural pride, as the crowd clapped and swayed in delight.
Just a few steps away, the air was thick with the irresistible aroma of traditional Sierra Leonean dishes. The Tourism Team treated visitors to cassava and potato leaves, a culinary showcase designed to put Sierra Leone on the global food map. Judging by the long line of eager tasters, it worked perfectly. Sierra Leonean cuisine is fast becoming not only a cultural statement but also a major attraction for curious palates worldwide.
But behind the music, flavours, fun, and fanfare lay serious business. With nearly 200 nations and over 4,000 exhibitors competing for attention, Sierra Leone’s delegation used creativity, teamwork, and strategy to stand out. “That is why the team is here; working efficiently on many different things at once,” said Minister Nabeela, flashing a confident smile that speaks volumes about her leadership style, while projecting a personality that could market Sierra Leone better than any billboard advert.
Her delegation included officials from the Ministry of Tourism, the National Tourist Board (NTB), and the Monuments and Relics Commission, along with private-sector partners. Together, they promoted Sierra Leone’s tourism potential, strengthened cultural identity, and positioned the country as a destination with a difference.
Throughout the three-day showcase, the Sierra Leone Stand buzzed with activity and meaning. There were meetings, interviews, and MoU signings — all designed to tell Sierra Leone’s story and attract strategic partnerships. Permanent Secretary Ms. Judith C. Jones and NTB General Manager Mrs. Mrs. Fatmata Mida Carew led their teams with precision and focus, ensuring that every engagement left a lasting impression.
Tourism entrepreneurs such as Anthony Moiforay (CEO,
https://wwwhattssl.com); Peter Momoh Bassie (Tour Manager, www.tourismislife.com); Jacqueline Tschinkel (CEO, hellosierraleone.com); and Muctaru Rogers (Operations Manager, www.visitsierraleone.org) kept the Sierra Leone booth colourful and vibrant, engaging visitors and investors with contagious enthusiasm. Adding further charm to the team effort were Fatmata Samura, Senior Assistant Secretary in the Ministry of Tourism; Lucinda Kargbo, NTB’s Marketing Manager; and representatives of the Monuments and Relics Commission, including its Administrative Head Ann-Marie Kamara, and Francis Momoh, a Fulbright Fellow who recently completed an MA in Anthropology in the United States and is back at post.
Minister Tunis’ crammed agenda extended far beyond the exhibition halls. Even before arriving at ExCeL London, she had already been in touch with a string of global tourism leaders to strengthen partnerships and explore collaborative opportunities. “We are purposefully growing our domestic infrastructure and assertively expanding our international space through useful partnerships and meaningful innovation,” she explained, “perfectly aligning our tourism drive with His Excellency President Julius Maada Bio’s Big Five Game Changers Agenda.”
Mrs. Tunis highlighted the ministry’s growing use of Artificial Intelligence (AI) in promoting local destinations and shaping visitor experiences, an innovative move positioning Sierra Leone at the forefront of tech-driven tourism in Africa.
The Minister also announced that Sierra Leone will host the 3rd UN Tourism Regional Forum on Gastronomy in Freetown next year, an event that will further promote local cuisine, attract culinary tourists, and create new job opportunities. The forum, she emphasized, will give the world yet another reason to visit Sierra Leone: through taste, talent, and tradition.
Another major attraction on the Ministry’s calendar is the upcoming “One Nation Reggae Festival,” an event already making warm waves around the globe. It has been billed as a grand celebration of “connection, culture, and rhythm”: bridging Africa, the Caribbean and the wider Atlantic world. The festival will be officially launched at the Bintumani Hotel on November 25, followed by a week-long extravaganza of fashion, food, music, and cultural immersions.
This inaugural edition will feature renowned Jamaican music superstars such as Sizzla Kalonji, Jah Thunder, Queen Ifrica, and Christopher Martin, alongside homegrown Sierra Leonean talent, a vibrant bridge linking shared heritage, living culture, and soundscapes across the Atlantic. “Our goal,” Minister Tunis said, “is to deepen the natural bond between Sierra Leone and our Caribbean brothers and sisters while creating new opportunities for our local artists.”
Throughout WTM 2025, Sierra Leone’s delegation pulsated energy, and exemplified coordination and creativity. Each warm smile, dance step, and sizzling dish told a story, of a nation rich in heritage, yet boldly embracing the future. From the rhythmic steps of the Minister to the taste of cassava and Potato leaves and the handshake of every new partner, Sierra Leone’s message resonated loud and clear: the country is open, welcoming, and ready for the world.
As the curtains were drawn this evening and the carpets folded on this year’s WTM event, it was evident that Sierra Leone did more than just participate; it inspired, connected, and celebrated. And who can put it better than Kai Bockarie Saquee, Lead Communications & Public Relations Officer at the National Tourist Board, who aptly stated with a knowing smile: “Sierra Leone has more than enough to dance for.”
Abdulai Braima
Information Attaché
Sierra Leone High Commission, London
