Sierra Leone Showcases Tourism Potential At ITB Berlin 2025

Freetown, March 18, 2025 (SLENA) – The Ministry of Tourism and Cultural Affairs, in collaboration with the National Tourist Board (NTB), the Monuments and Relics Commission (MRC), and key private sector stakeholders, hosted a press briefing on March 17, 2025, at the Ministry’s Conference Hall. The event aimed to inform the general public about Sierra Leone’s participation at ITB Berlin 2025, one of the world’s leading travel trade fairs, and highlight the country’s rebranding efforts and strategic engagements in the global tourism market.

The Minister of Tourism and Cultural Affairs, Hon. Nabeela Farida Tunis, led the Sierra Leonean delegation to ITB Berlin, where the country’s eco-tourism potential was prominently showcased. Speaking at the press briefing, Minister Tunis emphasised the critical role of the media in shaping positive narratives about Sierra Leone’s tourism sector. She underscored the country’s growing reputation as a leading eco-tourism destination, citing its natural beauty, cultural heritage, and diverse wildlife as key attractions.

“The interest in Sierra Leone is largely centred around eco-tourism, followed closely by our rich culture and heritage, as well as birdwatching. It is more important than ever to preserve our natural beauty and cultural identity. This year’s theme, ‘Eco-Tourism: Connecting Culture, Conservation, and Communities,’ was the message we shared at ITB Berlin,” Minister Tunis stated.

During her participation in the Ministerial Global Roundtable Panel, chaired by CNN’s Richard Quest, Minister Tunis described Sierra Leone as “the new kid on the block” in the tourism industry, positioning the country as an emerging and compelling destination on the global stage.

Mrs. Fatmata Carew, Managing Director of the National Tourist Board, reiterated the significance of Sierra Leone’s participation in international trade fairs, including FITUR (Spain), WTM (UK and South Africa), Tour Plaisir (France), and others. She provided key statistics from ITB Berlin 2025, noting that Sierra Leone’s booth attracted a total of 330 visitors, including tour operators and potential travellers. Interest in eco-tourism accounted for 1,060 inquiries, cultural tourism for 580, leisure travel for 460, heritage and history tourism for 520, and birdwatching for 250. Additionally, 220 visitors inquired about Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, while 200 frequent travellers expressed interest in visiting Sierra Leone. Furthermore, 10 students showed enthusiasm for student exchange programs. The delegation also conducted 35 meetings, 10 of which were highly strategic, involving trade partners, travel writers, and international journalists.

Director Jalloh of Tourism, Travel, and Exchange Programs highlighted the increasing number of visitors to Sierra Leone, attributing the rise to improved marketing efforts and international engagement.

Representatives from the private sector, including Mrs. Precious Davies of Tassor Eco-Tourism Sierra Leone Limited, Mr. Ibrahim Kallon, CEO of Kallon Travel Agency, and Mr. Carroc of VSL Travel, shared their experiences and recommendations for enhancing Sierra Leone’s visibility on the global tourism stage.