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Sierra Leone has recorded a promising start at the 46th International Tourism Trade Fair (FITUR 2026) in Madrid, Spain, showcasing its growing appeal as a vibrant cultural and creative tourism destination.
As the global tourism exhibition opened, Sierra Leone’s pavilion quickly attracted attention, standing out among a competitive field of African exhibitors, including Morocco, Senegal, The Gambia, Ghana, and Uganda. Strategically positioned at the centre of the exhibition hall, the country’s stand projected a blend of elegance, cultural authenticity, and renewed confidence.
The country is being represented by a dedicated delegation from the National Tourist Board (NTB), which arrived at FITUR 2026 with a clear objective: to make meaningful connections and create lasting impact. Officials explained that Sierra Leone’s tourism marketing strategy is anchored on consistency, targeted engagement, and building sustainable partnerships.
Operating under the theme “Culture and Creativity Drive,” Sierra Leone’s participation drew sustained interest throughout the first day of the exhibition. From early morning until closing, the pavilion welcomed over 400 visitors, including tour operators, investors, and travel enthusiasts seeking new and emerging destinations. The high level of engagement was described by officials as a positive indicator of rising global interest in Sierra Leone’s tourism potential.
Beyond traditional promotional materials, the pavilion offered an immersive experience, featuring handcrafted cultural artifacts, samples of local cuisine, and visually engaging displays designed to spark curiosity and encourage dialogue. Several interactions reportedly led to follow-up discussions, raising expectations of future tourism and investment collaborations.
As FITUR 2026 continues, Sierra Leone’s delegation says the country remains focused on positioning itself as a distinctive destination that blends rich culture, creativity, and natural beauty. With strategic engagement and a compelling narrative, Sierra Leone is steadily redefining its tourism image and strengthening its presence on the global travel market.
