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Sierra Leone’s tourism delegation has arrived safely in Madrid, Spain, to participate in a five-day programme of intensive marketing and profile-raising activities aimed at positioning the country as an emerging and attractive tourism destination on the global stage.
The engagement forms part of the core statutory mandate of the National Tourism Board, reflecting Sierra Leone’s renewed commitment to promoting its diverse cultural heritage, natural attractions, and creative economy to international audiences.
The delegation comprises representatives from the Ministry of Tourism and Cultural Affairs, the Monuments and Relics Commission, and key private sector partners, all working collaboratively to ensure meaningful and measurable outcomes from this year’s trade fair and associated engagements. This public–private partnership approach underscores a shared vision to strengthen Sierra Leone’s tourism brand, expand market reach, and unlock new opportunities for growth within the sector.
This year’s activities are aligned with the overarching theme, “Culture and Creativity,” which places emphasis on the central role of culture, heritage, and creative expression in driving sustainable tourism development. Throughout the five-day programme, the delegation will spotlight Sierra Leone’s vibrant traditions, historic monuments, music, arts, festivals, and community-based tourism experiences, while also showcasing the country’s pristine beaches, wildlife reserves, and eco-tourism offerings.
In addition to promotional showcases, the delegation will engage in targeted meetings, networking sessions, and discussions with international tour operators, investors, cultural institutions, and development partners. These engagements are expected to foster new partnerships, attract investment, and open pathways for collaboration that will support infrastructure development, skills enhancement, and the preservation of Sierra Leone’s cultural and historical assets.
Speaking on the significance of the mission, officials emphasized that participation in such international platforms is critical to reshaping global perceptions, increasing tourist arrivals, and ensuring that tourism contributes meaningfully to economic diversification, job creation, and community empowerment.
