Sierra Leone Targets UK Tourism Growth
Sierra Leone is mounting a major push to capture a larger share of the United Kingdom travel market following a dramatic surge in visitor numbers, tourism officials announced at the 2026 World Travel Market (WTM) in London.
Official figures show UK arrivals more than doubled in 2025, reaching 14,257 visitors by air and an additional 6,169 by road. Driven by this momentum, a high-level Sierra Leonean delegation led by Minister of Tourism and Cultural Affairs Hon. Nabeela Farida Tunis is attending the three-day global trade event(3-5 November) to forge key international partnerships.
Joining Minister Tunis in London are National Tourist Board General Manager Madam Fatmata Mida Carew, Director of Tourism Mr. Mohamed Jalloh, and key private-sector stakeholders. The delegation aims to connect with international tour operators, travel agencies, media platforms, and potential investors.
On the opening day, Minister Tunis held high-profile talks with CBS News Travel Editor Peter Greenberg and Matt Midworth of National Geographic Traveller (UK). The discussions centered on increasing Sierra Leone’s visibility across global travel media and exploring joint initiatives in destination promotion and travel journalism.
Beyond traditional media outreach, Sierra Leone's strategic focus at WTM covers digital destination marketing, influencer collaborations, and opportunities for international film and television productions to showcase the country's natural beauty and rich cultural heritage.
Delegates are promoting a diverse range of offerings, highlighting eco-tourism, wildlife experiences, adventure travel, heritage tourism, gastronomy, and family vacations. Looking ahead to 2027, the Ministry of Tourism aims to expand international market access and significantly increase private-sector participation to sustain long-term growth.
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