Sierra Leone’s Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, is representing the country at the 26th Session of the UN Tourism General Assembly taking place in Riyadh, Saudi Arabia, from November 7th to 11th, 2025. During the opening of the Assembly, the Minister extended heartfelt congratulations to the newly elected UN Tourism Secretary-General, Shaika Al Nowais, the first woman to lead the global tourism body. The Assembly, which marks the 50th anniversary of UN Tourism, is being held under the theme “AI-Powered Tourism: Redefining the Future.” The delegation also includes the Permanent Secretary of the Ministry, Judith Jones, and the Director of Tourism Travel and Exchange Program, Mohamed Jalloh.
In her address, Minister Tunis expressed Sierra Leone’s appreciation to the Government and people of the Kingdom of Saudi Arabia for their warm hospitality and excellent organization of the event. She assured Secretary-General Al Nowais of Sierra Leone’s full support and collaboration in advancing women’s leadership in tourism, gastronomy, and the creative industries. The Minister also commended Saudi Arabia’s Minister of Tourism, His Excellency Ahmed Al Khateeb, for the Kingdom’s pioneering role in integrating artificial intelligence and innovation into the global tourism agenda.
Minister Tunis paid tribute to the outgoing Secretary-General, Zurab Pololikashvili, for his visionary and people-centered leadership, which redefined tourism as a catalyst for sustainability, digital innovation, and inclusive growth. She highlighted Sierra Leone’s active participation in UN Tourism’s initiatives, including hosting the Women in Tourism Leadership Africa Committee (WiTLAC) Regional Congress in Freetown. The WiTLAC report, she noted, provides a bold roadmap for empowering women across the tourism and creative sectors through education, mentorship, innovation, and access to finance.
During her intervention, the Minister informed the Assembly of key tourism events and initiatives in Sierra Leone, including the upcoming Budapest Bamako Freetown Challenge, world’s largest amateur rally scheduled for February 2026, which is expected to draw thousands of visitors to the country. She also announced that Sierra Leone will host the 3rd UN Tourism African Gastronomy Forum in Freetown next year, a continental celebration of Africa’s rich culinary heritage. Additionally, she highlighted the One Nation Reggae Festival, a landmark cultural tourism event set for November, 2025 designed to reconnect Africa and the Caribbean through music, culture, and shared heritage.
Meanwhile, Permanent Secretary Ms. Judith Jones and Director Mohamed Jalloh actively participated in bilateral and plenary sessions, engaging partners on investment opportunities and sustainable tourism collaboration. Director Jalloh also congratulated Secretary-General Shaika Al Nowais on her historic election, reaffirming Sierra Leone’s commitment to contributing to global tourism development.
Minister Tunis concluded by reaffirming, on behalf of His Excellency President Dr. Julius Maada Bio, Sierra Leone’s unwavering commitment to the shared goals of UN Tourism, fostering a more inclusive, resilient, and sustainable tourism sector that leaves no one behind.
MTCA Communications
