NTB Targets Unregistered Tourism Businesses in Nationwide Awareness Campaign
Salamatu Y. Kamara The National Tourist Board (NTB) has launched a nationwide media and public awareness campaign aimed at strengthening revenue generation, promoting compliance among tourism operators, and addressing defaults and illegal operations in Sierra Leone’s tourism sector.
The campaign began on Monday, September 28, 2026, with the NTB Communications and Public Relations Team appearing on SLBC Radio and Television and AYV’s “This Day” programme. The team is also expected to feature on AYV’s “Wake Up Sierra Leone”, Citizen Radio and Tumac Radio before taking the campaign to the provinces.
As part of the initiative, the NTB has produced awareness jingles in various local languages for radio stations and online television platforms. Popular comedian Jaokateh of Wan Pot Comedians has also created a skit to make the campaign’s message more accessible to the public.
The campaign targets challenges including unregistered tourism businesses, non-payment of licensing fees and other illegal activities that affect the sector and reduce government revenue.
Under the Tourism Development Act of 1990, the NTB is mandated to register, license and classify tourist establishments. The Board is using the campaign to remind hotels, guesthouses, restaurants, bars, tour operators and other tourism businesses of their legal obligations, while highlighting the benefits of compliance, including access to government support programmes, national marketing initiatives and the credibility associated with licensed operations.
The NTB will also explain the registration and licensing process, answer questions from tourism operators and the public, address misconceptions about its mandate, and outline enforcement measures, including penalties and possible closure of non-compliant businesses.
The campaign is expected to reach audiences nationwide through traditional media, local-language content and public engagement, with the broader objective of promoting a more regulated tourism sector and supporting investment, employment and economic development.