By: Aminata Sesay
Sierra Leone’s tourism sector is gaining momentum on the regional stage following a successful showing at the AKWAABA African Travel Market, held from 14th to 16th September 2025 in Lagos, Nigeria. The country’s participation attracted thousands of visitors and potential investors to its exhibition booth and opened new opportunities to position Sierra Leone as a premier weekend and short-stay destination within West Africa.
At a press conference on Monday, 22nd September 2025, officials from the Ministry of Tourism and Cultural Affairs and the National Tourist Board briefed the media on the outcomes of the event. Fatmata Carew, Managing Director of the National Tourist Board, described the fair as a “landmark step forward” for the country’s tourism ambitions. She noted that Sierra Leone’s booth alone recorded 2,345 visitors, including tour operators, travel agents, bloggers, and prospective investors.
A major highlight of the event was the launch of a new tourism package specifically tailored to attract short-term travelers from Ghana and Nigeria. Carew explained the strategic importance of tapping into the dynamic West African travel market:
“Having Ghanaians and Nigerians visit Sierra Leone just for a weekend will transform the economy hotels will benefit, restaurants will benefit, tour guides will benefit, and the entire tourism value chain will feel the impact,” she said.
The fair also provided Sierra Leone with the opportunity to strengthen partnerships with international stakeholders. Over 50 business-to-business meetings were held, laying the groundwork for destination features on Nigerian and pan-African media platforms, future cultural exchange festivals, and fresh investment prospects for Sierra Leone’s hospitality sector. Several international brands expressed interest in joint marketing campaigns with the country.
Carew also noted that many visitors were pleasantly surprised to learn about Sierra Leone’s direct flight connections an advantage that boosts the country’s appeal for both leisure and business travelers. Already, multiple media outlets have expressed interest in producing tourism-focused features on Sierra Leone in the coming months.
Minister of Tourism and Cultural Affairs, Nabeela F. Tunis who was honored at the event with the Best Tourism Minister of the Year Award commended the collaborative efforts of public and private stakeholders in elevating Sierra Leone’s global profile.
She highlighted recent milestones including the UNESCO World Heritage Site designation of the Gola-Tiwai Complex, World Bank–supported infrastructure upgrades, and the opening of a Creative Pavilion to support local cultural entrepreneurs. These initiatives, she said, are key pillars of Sierra Leone’s growing reputation as a hub for ecotourism and cultural tourism in West Africa.
Minister Tunis also emphasized the role of citizens in preserving the country’s tourism assets, particularly its pristine beaches:
“Our beaches remain a major attraction, but dumping waste into the sea tarnishes our international image. Tourism is everyone’s business, and we must take responsibility for keeping our sites clean.”
With Sierra Leone gaining increased visibility on the African tourism map, officials are optimistic that the momentum from AKWAABA will translate into stronger partnerships, increased investment, and a more vibrant tourism economy.