Sierra Leone is strengthening its position as an emerging destination on the global tourism stage, following a remarkable increase in visitor arrivals from the United Kingdom in 2025.
Tourist arrivals from the UK reportedly more than doubled, with 14,257 visitors arriving by air and a further 6,169 travelling by road, underscoring the growing interest in Sierra Leone as a destination for leisure, adventure, culture and heritage tourism.
Building on this positive development, Sierra Leone’s tourism leadership has intensified its international destination-marketing drive at the 2026 edition of the World Travel Market (WTM) London, one of the world’s leading travel and tourism trade exhibitions.
The Minister of Tourism and Cultural Affairs, Hon. Nabeela Farida Tunis, is leading a high-level delegation comprising senior officials from the Ministry, the National Tourist Board and representatives of the tourism private sector. The delegation includes the General Manager of the National Tourist Board, Madam Fatmata Mida Carew, and the Director of Tourism, Mr. Mohamed Jalloh, alongside other key stakeholders in the tourism industry.
The participation forms part of Sierra Leone’s sustained efforts to deepen its presence in the United Kingdom, one of its most important tourist-generating markets in Europe, while building strategic relationships with international tour operators, travel agencies, media organisations and tourism investors.
The opening day of the prestigious three-day global tourism event witnessed a series of high-level engagements by Minister Tunis, who met with influential figures in the international travel and tourism industry, exploring opportunities to increase Sierra Leone’s visibility and attract more international visitors.
Among the notable engagements was a meeting with Peter Greenberg, CBS News Travel Editor, multiple Emmy Award-winning investigative journalist and producer, and host of The Travel Detective and Eye on Travel.
The Minister also held discussions with Matt Midworth of National Geographic Traveller (UK), one of the world’s leading travel publications, celebrated for its contribution to global travel journalism, destination storytelling and inspiring audiences to explore new destinations.
These engagements represent an important opportunity to position Sierra Leone before influential international audiences through credible travel journalism, destination features and strategic media collaborations.
Beyond traditional destination marketing, the Sierra Leone delegation is pursuing a broader international engagement agenda aimed at strengthening the country’s competitiveness within the global tourism marketplace.
Key areas of focus include international media partnerships, digital storytelling, destination promotion, influencer collaborations, travel journalism and the development of strategic relationships with established and emerging tourism markets.
The delegation is also exploring opportunities to showcase Sierra Leone’s spectacular natural landscapes, cultural heritage and unique tourism experiences through international films, television productions and digital travel content.
Particular attention is being given to promoting the country’s diverse tourism offerings, including family holidays, adventure tourism, gastronomy tourism, ecotourism, wildlife experiences and heritage tourism.
These initiatives are expected to complement ongoing efforts to attract reputable international tour operators, strengthen private-sector participation and create new opportunities for tourism investment.
As Sierra Leone looks towards 2027, the country’s tourism leadership is placing renewed emphasis on building sustainable international partnerships, expanding market access, improving destination visibility and establishing Sierra Leone as a more competitive and recognisable destination within the global travel industry.
The growing interest reflected in the 2025 UK visitor arrival figures provides encouraging momentum for these efforts and reinforces the importance of sustained engagement with the British travel market.
From its pristine beaches and breathtaking islands to its rich history, vibrant cultural traditions, extraordinary biodiversity, authentic gastronomy and renowned hospitality, Sierra Leone possesses an exceptional range of experiences waiting to be discovered.
The country’s participation at WTM London 2026 is therefore more than an exhibition presence; it is a strategic opportunity to tell Sierra Leone’s story, connect with the world and translate international interest into increased visitor arrivals, investment and sustainable economic opportunities.
Following a productive opening day, Minister Tunis and the delegation are approaching Day Two with renewed determination to consolidate the relationships established, explore new business opportunities and advance Sierra Leone’s ambition of becoming a leading tourism destination in Africa.
Sierra Leone is open for business, ready for discovery and determined to take its place on the global tourism map.
At WTM London 2026, Sierra Leone is not just participating. It is positioning, promoting and building partnerships for the future of tourism.
