Mariyam Lorba Konneh Named Brand Ambassador for Tourism Ministry Following Miss World Return
Sia Lucy Kannah The Ministry of Tourism and Cultural Affairs (MTCA) has officially named Miss World Sierra Leone 2026, Mariyam Lorba Konneh, as Brand Ambassador for the Ministry.
The announcement was made during a special homecoming press briefing held in her honour at the Ministry’s headquarters in Freetown. The appointment recognises her exceptional representation of Sierra Leone on the international stage during the global Miss World competition.
Addressing members of the press, ministry officials, supporters, and well-wishers, Konneh delivered a heartfelt statement of appreciation to the MTCA, Miss Sierra Leone Limited, her benefactors, and the citizens of Sierra Leone.
Describing her participation in the global pageant as a “life-changing experience,” Konneh stressed that flying the national flag abroad was made possible through the unified backing of government bodies, private sponsors, and patriotic Sierra Leoneans both at home and in the diaspora.
She candidly shared the challenges encountered throughout the competition, noting that competing against participants backed by larger financial resources, extensive media infrastructure, and bigger support teams required resilience, self-belief, and unwavering determination. Despite these hurdles, Konneh noted that her resolve to project Sierra Leone’s heritage with pride allowed her to stand out among her international peers.
The Chairman of Miss Sierra Leone Limited, Adonis Abboud, outlined the selection process that led to Konneh representing the country globally. He commended her poise, discipline, and exemplary conduct throughout the international event, noting that her performance served as a strong inspiration for young women across the nation.
Representing the Minister of Tourism and Cultural Affairs, Deputy Secretary Sahr Phillip Morsay praised Konneh’s dedication to rebranding Sierra Leone’s global image.
“Your courage, passion, and motivation to stand tall among your peers made all Sierra Leoneans proud and demonstrated the strength and potential of our young women,” Morsay remarked, adding that he closely followed her progress during the competition.
The briefing concluded with praise from government delegates, pageant organizers, and supporters. Officials noted that Konneh’s representation reinforces the country’s broader strategy to position young women as leaders, cultural champions, and key contributors to national development and international tourism.