Sierra Leone Showcases Tourism Potential at WTM London 2026
Sia Lucy Kannah Sierra Leone concluded an intensive three-day showcase at the World Travel Market (WTM) London 2026, signalling a decisive shift toward sustainable development, digital integration, and inclusive growth within its national tourism model.
Led by the Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, the Sierra Leonean delegation executed a series of strategic engagements designed to elevate the West African nation’s profile among global travel operators, international media, and institutional investors.
A key milestone on the delegation’s agenda was Minister Tunis’s participation in the 20th WTM Ministers’ Summit. Organised jointly by UN Tourism and the World Travel & Tourism Council (WTTC), the summit brought together global leaders under the banner “Strengthening Tourism for a Resilient and Regenerative Future.”
Addressing ministers and industry leaders, Tunis emphasised a people-centred development strategy anchored in public-private coordination. She outlined structural reforms to establish a durable policy environment that can insulate the local economy from external market volatility.
During a press conference at the close of the exhibition, Minister Tunis, accompanied by key senior officials, announced two major international events scheduled to take place in Sierra Leone before the end of 2026.
Addressing media representatives, Tunis advocated for positioning gastronomy as a cornerstone of national economic development. She outlined a formal “farm-to-table” policy framework aimed at integrating local farmers, artisanal fishermen, and food processors directly into the hospitality supply chain.
“The true metric of tourism success extends beyond simple arrival figures. Lasting impact must be measured in improved livelihoods, preserved cultural heritage, and sustainable economic opportunities for local communities.” Minister Tunis.
Francis Musa Momoh of the Monuments and Relics Commission added that the upcoming Reggae Festival is structured to foster deeper cultural and commercial ties between West Africa and the Caribbean, driving broader engagement across music, fashion, and visual arts.
Addressing logistics and visitor readiness, Director of Tourism Mohamed Jalloh pointed to significant enhancements in destination access, including streamlined visa-on-arrival protocols and upgraded transfer logistics connecting Freetown International Airport in Lungi to the mainland.
The overall strategic framework articulated throughout the three-day summit reflects the Krio principle: “Tourism business nar all man business”, reinforcing the government’s stance that sustainable sector expansion depends on active collaboration across public institutions, private enterprise, and local communities.