By Aminata Abu Bakarr Kamara
Sierra Leone has concluded a three-day participation at the World Travel Market (WTM) London 2026, showcasing its commitment to sustainable tourism development, digital integration and inclusive economic growth.
The delegation, led by the Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, engaged global travel operators, international media representatives and institutional investors in efforts to strengthen Sierra Leone’s position as an emerging tourism destination.
One of the major highlights of the country’s participation was Minister Tunis’s attendance at the 20th WTM Ministers’ Summit, jointly organised by UN Tourism and the World Travel & Tourism Council (WTTC), under the theme, “Strengthening Tourism for a Resilient and Regenerative Future.”
Addressing ministers and tourism industry leaders, Tunis highlighted the importance of a people-centred approach to tourism development, emphasising the need for strong public-private partnerships and sustainable policies capable of protecting the sector from external economic shocks.
At a press conference marking the close of the exhibition, the Minister, accompanied by senior officials, announced two major international events expected to take place in Sierra Leone before the end of 2026.
She also highlighted the government’s ambition to make gastronomy an important driver of national economic development through a proposed farm-to-table policy framework.
The framework seeks to connect local farmers, artisanal fishermen and food processors directly to the hospitality industry, thereby creating economic opportunities for local producers while promoting Sierra Leonean cuisine.
Tunis stressed that the success of tourism should not be measured solely by the number of visitors entering the country, but also by its impact on local livelihoods, cultural preservation and sustainable economic opportunities.
“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,” she said.
Meanwhile, Francis Musa Momoh of the Monuments and Relics Commission explained that the planned Reggae Festival would provide an opportunity to strengthen cultural and commercial relations between West Africa and the Caribbean.
He noted that the event would create opportunities for wider engagement in music, fashion and visual arts, while promoting cultural exchange and strengthening Sierra Leone’s international profile.
On improving visitor access and destination readiness, Director of Tourism Mohamed Jalloh highlighted measures aimed at making travel to Sierra Leone more convenient. These include streamlined visa-on-arrival procedures and improved transfer arrangements connecting Freetown International Airport in Lungi to the mainland.
The country’s participation at WTM London 2026 forms part of broader efforts to reposition tourism as a key contributor to economic diversification, employment creation and national development.
The strategic direction presented by the delegation was captured in the Krio expression, “Tourism business nar all man business,” reinforcing the government’s position that sustainable tourism development requires the collective involvement of government institutions, private businesses and local communities.
Copyright –Published in Expo Times News on Monday, 9th November 2026 (ExpoTimes News – Expo Media Group (expomediasl.com)
