Sierra Leone Takes Center Stage at Experience Africa B2B Event in London

London, UK – The African Travel and Tourism Association (ATTA) team lead warmly welcomed Madam Nabeela Farida Tunis, Sierra Leone’s Minister of Tourism and Cultural Affairs, as Sierra Leone assumed a distinguished role as a destination partner at this year’s Experience Africa B2B event in London. This prestigious three-day event serves as the premier platform for connecting Africa’s top suppliers with the most relevant and active buyers from the UK and Europe, specializing in various markets.

Madam Nabeela Farida Tunis led an executive tour of the show, highlighting Sierra Leone’s enthusiasm and pride in showcasing its unique travel offerings. The minister, accompanied by Sierra Leone’s Deputy High Commissioner, Head of Chancery, and Press Attache, underscored the nation’s commitment to establishing itself as a prominent tourist destination.

Experience Africa is renowned for presenting an impressive and diverse array of travel products, services, and curated experiences from across the African continent. This essential B2B event provides an unparalleled opportunity for connectivity between European buyers and handpicked African exhibitors, maximizing exposure in a way never seen before in the UK.

Sierra Leone’s participation was notably marked by the involvement of two key tour operators: VSL, led by Mr. Abimbola Carol, and Tourism is Life Tours, headed by Mr. Alieya Kargbo. Both operators played a crucial role in promoting Sierra Leone’s tourism potential, engaging in numerous B2B meetings to establish and strengthen business relationships.

Throughout the event, Sierra Leone’s delegation, including the Permanent Secretary, General Manager, and Marketing Manager, participated in 14 different meetings focused on destination profiling and consistent brand building. The National Tourist Board reported 15 B2B engagements, while VSL and Tourism is Life Tours each recorded 10 significant meetings. These interactions were pivotal in positioning Sierra Leone as a frontline partner and an emerging tourist hotspot.

The event also featured a captivating three-minute destination video from Sierra Leone, displayed prominently at both ends of the conference venue, capturing the attention of attendees and showcasing the country’s breathtaking landscapes, rich culture, and vibrant heritage.

Madam Tunis took the opportunity to meet with other key tourism stakeholders during the event, fostering collaborations and exploring new avenues for promoting Sierra Leone on the global stage. The minister’s presence and active participation underscored the country’s commitment to enhancing its tourism sector and attracting international visitors.

As the first day of the Experience Africa B2B event concluded, the successful B2B meetings and engagements reaffirmed Sierra Leone’s place as an emerging and distinguished destination in the African tourism landscape. The country’s involvement in this prestigious event marks a significant step forward in its journey to becoming a sought-after tourist destination.

Kai Bockarie-Saquee, London
SLEDP support