By: Audrey Raymonda John
Sierra Leone is making a confident and culturally rich statement at the International Tourism Trade Fair (FITUR) 2026 in Madrid under the leadership of the Minister of Tourism and Cultural Affairs, Nabeela Tunis. Anchored on the Ministry’s flagship Culture and Creativity Year 2026, the country’s presence reflects a deliberate shift from traditional destination marketing to a bold celebration of identity, heritage, and creative expression.
Through music, visual storytelling, and cultural exhibitions, Sierra Leone is positioning itself as a distinctive West African destination offering depth, authenticity, and human connection.
The strategy aligns closely with the transformative tourism vision of His Excellency President Julius Maada Bio, which places culture and the creative industries at the centre of national development and international engagement. At FITUR, the Sierra Leone delegation has highlighted iconic heritage sites such as Bunce Island, vibrant living traditions, and the growing creative energy of Freetown, reinforcing the message that tourism in Sierra Leone is not just about places, but about people, stories, and lived experiences.
This culture-led approach has resonated strongly with European audiences who are increasingly seeking meaningful, immersive, and experience-driven travel.
Engagements on the trade floor have been open and productive. While international tour operators expressed admiration for Sierra Leone’s cultural appeal, discussions also addressed practical considerations, particularly airfares, travel costs, and logistical access. Minister Tunis and her team addressed these concerns directly, reframing the conversation around value rather than price and positioning Sierra Leone as a premium, emerging destination that offers exclusivity, cultural depth, and genuine hospitality.
As FITUR 2026 continues in Madrid, Sierra Leone’s delegation remains focused and optimistic. With the Culture and Creativity Year 2026 serving as a unifying theme, the country is signaling a new era for its tourism sector one driven by culture-led growth, creative enterprise, and strategic storytelling.
Under the leadership of Minister Nabeela Tunis and guided by President Bio’s national vision, Sierra Leone is steadily redefining its global tourism brand and asserting its place on the international cultural tourism map.