The Ministry of Tourism and Cultural Affairs, in partnership with the National Tourist Board (NTB), Tourism for Life, and Air Sierra Leone, has updated the media on the country’s participation at the Akwaaba Africa Travel Market 2025 held in Lagos, Nigeria.
The Akwaaba Africa Travel Market is an annual international tourism and hospitality exhibition that attracts industry players from across Africa and beyond. This year’s edition brought together stakeholders from 19 African countries, recording about 5,500 trade visitors.
Speaking at a press briefing in Freetown, NTB General Manager, Mrs. Fatmata Mida Carew, said Sierra Leone’s presence at the fair signaled the Ministry’s growing commitment to strengthening the country’s footprint in the West African tourism market. She revealed that the country’s booth, supported by Air Sierra Leone, drew approximately 2,345 visitors and facilitated engagements with more than 50 businesses. Highlights included the launch of new products and Air Sierra Leone’s introduction to regional markets.
Managing Director of Tourism for Life, Mr. Aiyeyah Kargbo, noted shifting global travel trends, pointing out that Nigerian tourists are increasingly seeking new destinations due to visa restrictions in the US and Europe. He stressed that Sierra Leone was well-positioned to benefit from this demand, urging greater collaboration with Nigerian tour operators and the adoption of competitive pricing strategies. Discussions on a potential single Mano River Union visa, he added, could further enhance regional tourism opportunities.
Minister of Tourism and Cultural Affairs, Madam Nabeela Farida Tunis, emphasized that partnerships remain central to the sector’s growth. She disclosed that while the Ministry had fewer than five partnerships in 2023, the target now is to expand to at least 100, with 50 percent of recent activities funded by private investors, including the Nigeria trip.
The Minister also reported a 50 percent increase in tourist arrivals from Spain, the UK, and Germany between 2023 and 2024, alongside growing interest from regional visitors, particularly from Liberia and Guinea. She further highlighted 2025 as the “Year of Eco-Tourism,” with plans to expand eco-tourism programs to eight districts.
Citing a recent creative economy report, Madam Tunis revealed that the sector contributed 4.5 percent to Sierra Leone’s GDP and accounted for 10 percent of national employment. She called on the media to promote Sierra Leone positively, underscoring the importance of collaboration across ministries.
The briefing concluded with Madam Tunis being honored as the Best Minister of Tourism in Africa at Akwaaba 2025 and recognized among Africa’s Top 100 Travel and Tourism Personalities.
