Sierra Leone Targets More UK Tourists at World Travel Market London 2026
Alusine Ahmed Kargbo Sierra Leone is stepping up efforts to attract more British tourists following a reported increase in UK visitor arrivals in 2025, with Tourism Minister Nabeela Farida Tunis leading a delegation to the World Travel Market (WTM) London 2026.
Figures provided by the tourism authorities show that 14,257 UK visitors arrived in Sierra Leone by air in 2025, while another 6,169 entered by road. The figures represent more than 20,000 arrivals from the British market.
The three-day international tourism exhibition, which began in London on Nov. 3, is being used by Sierra Leone to connect with international travel companies, media organisations and potential investors.
Minister Tunis is attending with senior officials from the Ministry of Tourism and Cultural Affairs, the National Tourist Board and representatives of the private tourism sector.
The delegation includes National Tourist Board General Manager Fatmata Mida Carew and Director of Tourism Mohamed Jalloh.
During the opening day, Tunis met with Peter Greenberg, CBS News travel editor and an award-winning journalist known for his work in travel reporting and television production.
She also held discussions with Matt Midworth of National Geographic Traveller (UK).
The meetings focused on opportunities to increase international awareness of Sierra Leone through travel publications, television productions, destination features and other media platforms.
The government delegation is also seeking partnerships with travel agencies, tour operators and tourism businesses that could help bring more visitors to the country.
The country’s marketing campaign covers several areas of tourism, including beach holidays, wildlife, adventure travel, food, cultural experiences and historical heritage.
Officials are also exploring ways to promote Sierra Leone through international films, television programmes, digital content and collaborations with travel influencers.
The engagements are intended to attract international visitors, encourage private investment and create more business opportunities within the tourism industry.
The United Kingdom remains an important market for Sierra Leone’s tourism sector, making stronger relationships with British travel businesses and media organisations a key part of the country’s international marketing strategy.
As the country prepares for 2027, tourism officials are focusing on expanding international partnerships, reaching new markets and improving Sierra Leone’s visibility as a travel destination.
The 2025 arrival figures provide a basis for further engagement with the UK market, while participation in WTM London offers an opportunity to introduce Sierra Leone’s tourism products to a wider international audience.
Sierra Leone is promoting its beaches, islands, biodiversity, cultural traditions, historical sites and local cuisine as part of its effort to attract different categories of travellers.
Following the first day of engagements, the delegation is expected to continue discussions on the second day of the exhibition, with attention on strengthening existing contacts and identifying further business opportunities.
WTM London 2026 provides Sierra Leone with an international platform to promote its tourism industry, attract potential investors and build relationships that could support the sector’s growth.