Sierra Leone has signed a landmark Memorandum of Understanding (MoU) with Passporter Limited, an international digital tourism company, to pilot an Artificial Intelligence (AI)-powered initiative aimed at strengthening the country’s tourism branding and expanding its visibility as a leading destination in Africa.

The agreement, signed through the Ministry of Tourism and Cultural Affairs, forms part of the Government’s broader efforts to position tourism as a key driver of economic diversification and national development.

The three-month pilot project will introduce AI technology and data-driven digital solutions designed to improve the marketing of Sierra Leone’s tourism sector.

The initiative will provide intelligent trip-planning services, enhance destination visibility, support the promotion of tourism packages, simplify travel planning for visitors, and generate tourism data to inform policy and sector planning.

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The project will also establish, for the first time, an intelligent tourism planning platform supported by big data analytics, digital content development, and targeted advertising services through tourism-focused online platforms.

Speaking before the signing ceremony, Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, said the growing global use of Artificial Intelligence and big data presents an important opportunity for Sierra Leone to modernise and transform its tourism industry.

She noted that integrating AI-powered planning software into the Ministry’s digital platforms will significantly expand Sierra Leone’s international reach, making it easier for potential visitors to discover the country’s tourism attractions and ultimately increasing tourist arrivals.

Minister Tunis acknowledged that deploying advanced digital marketing technology requires substantial investment but expressed confidence that the long-term economic benefits for the country would outweigh the initial costs.

She further explained that because the platform will also promote private tourism and hospitality businesses, the Ministry intends to engage industry stakeholders after the completion of the pilot phase to support the project’s nationwide rollout.

Chief Executive Officer of Passporter Limited, Diego Rodriguez Royo, said his company’s selection followed a recommendation from the UN Tourism, citing Passporter’s experience delivering digital tourism solutions across Africa, Asia, and South America.

He assured the Government that the partnership would significantly improve Sierra Leone’s digital tourism marketing and produce measurable results within a short period.

According to Royo, the first phase of the project will focus on integrating an AI Trip Planner into the Ministry’s website while increasing Sierra Leone’s tourism visibility across key international markets in the Americas, Europe, and Asia.

He also disclosed that Sierra Leoneans will receive specialised training to manage and sustain the AI platform, creating opportunities for future expansion into other digital and artificial intelligence applications.

The Memorandum of Understanding was signed on behalf of the Ministry of Tourism and Cultural Affairs by the General Manager of the Sierra Leone National Tourist Board, Fatmata Milda Carew, while Royo signed on behalf of Passporter Limited.