Sierra Leone Looking to Revitalize Its Tourism Industry

The African Travel and Tourism Association (ATTA) has welcomed the National Tourism Board of Sierra Leone as its newest member, as the destination is forging links with international partners and investing in its tourism future. This milestone demonstrates the commitment of the Sierra Leone government to expanding sustainable tourism under Foreign Minister Nabeela Tunis’ leadership.

"Together we’ll use the power of our platforms and network to connect, support and promote the country’s inspiring tourism brand to a worldwide audience," said Jon Danks, CEO of ATTA. "Sierra Leone now has valuable new channels to showcase its vibrant culture, wildlife, beaches, nature and warm hospitality. Together we aim to support Sierra Leone's hard-working tourism industry to sustainably grow visitor numbers and benefit local communities for the long term."

Sierra Leone is determined to revitalize its tourism industry, with investments pouring into critical infrastructure and strategic marketing. New hotels and eco-lodges catering to international visitors are springing up along beaches and within nature reserves where travelers can enjoy eco-tourism activities like chimpanzee tracking. The country is also spotlighting its cultural heritage, attracting the African diaspora and history enthusiasts interested in the transatlantic slave trade era and beyond. 

A recently launched 10-year tourism brand and strategy amplifies Sierra Leone's global visibility, setting the stage for a surge in traveler numbers. The appointment of Minister Tunis further signals the government's commitment to sustainable tourism development. Her background spans diverse sectors, including development and international diplomacy, equipping her with a set of skills to champion Sierra Leone's tourism potential.

“We feel honored to be part of such an esteemed network of partners dedicated to promoting African tourism, and we’re proud to be flying the flag for West Africa, which is often underrepresented in the tourism sphere," Minister Tunis said. "We look forward to a productive and inspiring year ahead, connecting with ATTA’s wealth of trade, media and industry members who share Sierra Leone’s passion for responsible tourism in Africa."

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