By Foday Moriba Conteh

The Ministry of Tourism and Cultural Affairs and the National Tourist Board (NTB), in collaboration with Tourism is Life and Air Sierra Leone, have lauded the country’s successful participation in the just-concluded 21st Akwaaba African Travel and Tourism Fair held in Lagos, Nigeria, from September 14th to 16th, 2025.

During a well-attended press conference on Monday, 22nd September 2025, at the Ministry’s conference room on Kingharman Road in Freetown, officials highlighted the significance of Sierra Leone’s presence at Africa’s premier tourism marketplace. The event was also used to present continental accolades won by Sierra Leone’s tourism leaders: Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, was named Best Minister of Tourism in Africa and recognized among the Top 100 Travel and Tourism Personalities in Africa. Meanwhile, Fatmata Mida Carew, General Manager of NTB, was also listed among Africa’s Top 100 Travel and Tourism Personalities.

NTB General Manager, Fatmata Mida Carew, told journalists that Sierra Leone’s attendance was part of a broader Government and private sector drive to raise the country’s international profile and tap into fresh tourism markets. “For the first time, Sierra Leone presented a dedicated country stand and product launch at Akwaaba, drawing over 2,300 visitors and engaging with more than 50 businesses, including media houses, travel agents and tour operators,” Fatmata Mida Carew disclosed.

She said the fair gave Sierra Leone a chance to demonstrate its readiness to compete in regional and global tourism. “Many attendees were surprised to learn about our direct flight connection from Freetown to Lagos. That is a huge opportunity for the diaspora and international visitors who can now access Sierra Leone more easily,” she said.

According to her, NTB partnered with the Tour Operators Association of Sierra Leone and private actors to develop targeted packages for the West African market, especially Nigeria, Ghana and The Gambia. Weekend getaway packages are being designed to appeal to regional tourists seeking short leisure experiences.

“Akwaaba is not just about showcasing products it’s about creating opportunities. Sierra Leone is positioning itself as a competitive destination in West Africa and beyond. With continued collaboration, we can build packages that benefit our economy and communities,” Fatmata Mida Carew emphasized.

Echoing her sentiments, Alieya A. Kargbo, Travel Director of Tourism is Life Tours and President of the Tour Operators Association of Sierra Leone, described the country’s participation as “a tremendous success.”

“Tourism is trend. Just like football needs scouts to identify the best talent, destinations must follow the trend to stay competitive,” Alieya A. Kargbo explained. “Nigerians are now looking for new destinations due to visa challenges to Europe and the U.S. Sierra Leone has everything they are looking for and our participation at Akwaaba has put us firmly on their radar.”

He revealed that the fair attracted 5,500 trade visitors and exhibitors from 19 African countries, with additional representation from Dubai and Turkey. Sierra Leone leveraged the platform to showcase attractions, hold business-to-business meetings and forge partnerships.

Alieya A. Kargbo stressed that Nigeria could become a “cash cow” for Sierra Leone’s tourism industry if the right innovations in packaging are pursued. He also announced ongoing talks with the Liberian Tour Operators Association to push for a Mano River Union visa, which would enable tourists to travel across multiple West African countries with a single document.

On future plans, he said Air Sierra Leone and local operators are developing affordable packages linking Lagos and Freetown, including four-day and eight-day options covering flights, hotels, meals, transfers and sightseeing.

He also underscored the role of the media in tourism promotion: “Tourism is abstract compared to tangible goods. It’s sold through images and stories. Without the media, people won’t see what Sierra Leone has to offer.”

For his part, Edgard D. Lacle, General Manager of Air Sierra Leone, described the fair as a major boost for both the tourism and aviation sectors.

“On behalf of Air Sierra Leone, we are truly honoured to have participated in this important event. It provided us a strong platform to showcase Sierra Leone’s beauty, network with industry leaders and strengthen global partnerships,” he said.

He highlighted Nigeria as a promising market for Sierra Leone and confirmed that Air Sierra Leone is working closely with local tour operators to design affordable packages. “We remain committed to being the preferred airline for Sierra Leone, connecting people to experience our culture, beauty and diversity,” Edgard D. Lacle added, thanking the Ministry for ensuring Sierra Leone’s strong representation at Akwaaba.

Delivering the keynote update, Minister of Tourism and Cultural Affairs Nabeela Farida Tunis described the fair as a milestone in Sierra Leone’s tourism promotion agenda and reiterated the Government’s commitment to fostering a private sector driven industry.

“Tourism is everybody’s business,” she declared, stressing the importance of collaboration among stakeholders. She disclosed that over 50 percent of the Ministry’s recent activities, including participation at Akwaaba, were funded by private partners.

The Minister said international marketing efforts are already yielding results, with tourist arrivals from Spain, the United Kingdom and Germany increasing by 50 percent between 2023 and 2024. Regional traffic from Liberia and Guinea has also grown, benefitting local entertainment and hospitality sectors.

Looking ahead, she revealed that Sierra Leone’s 2025 tourism focus will be on ecotourism, with outreach programs already underway in Kailahun, Kono, Bo, Pujehun, Kambia, Koinadugu, Port Loko and Makeni to highlight new attractions.

Nabeela Farida Tunis also urged Sierra Leoneans to play their part in promoting the country’s image by sharing positive stories. She noted that international bloggers, cyclists and travel enthusiasts are increasingly showing interest in Sierra Leone.

She further identified the creative and cultural industries fashion, gastronomy and performing arts as vital tools for attracting tourists and creating jobs. Currently, Sierra Leone’s creative economy contributes about 4.5 percent to GDP and accounts for around 10 percent of national employment. “As a Ministry, we believe in collaboration over isolation,” Nabeela Farida Tunis said, reaffirming the Government’s whole-of-Government approach to tourism that engages multiple Ministries and Agencies.

The press conference concluded with appreciation for the Ministry’s partners, the NTB, Monuments and Relics Commission, Tour Operators Association, Tourism is Life and Air Sierra Leone for their continued cooperation in advancing Sierra Leone’s tourism agenda.

The highlight of the event was the official presentation of the awards to Minister Tunis and NTB’s Fatmata Mida Carew, both recognized among Africa’s Top 100 tourism personalities. https://thecalabashnewspaper.com/mtca-ntb-showcase-tourism-potential-at-akwaaba-fair-minister-tunis-and-ntb-boss-recognized/