By Alhaji Musa Bah
Sierra Leone made a remarkable impression at this year’s FITUR trade fair in Madrid, Spain, as its “Explore Freedom” stand attracted an unprecedented 4,206 tourists.
This record-breaking engagement signals a major breakthrough for the country’s tourism sector on the global stage.The delegation, representing a robust partnership between the Ministry of Tourism and Cultural Affairs, the National Tourist Board (NTB), the Monument and Relics Commission (MRC), and private sector entities like IPC Travels, Best Travel Solutions, and Tassoh Island, showcased the best of Sierra Leone.
Their efforts were backed by the Government of Sierra Leone and supported through the World Bank’s Sierra Leone Economic Diversification Project (SLEDP).Tourists flocking to the stand expressed keen interest in visiting Sierra Leone, shifting the conversation from outdated narratives of negativity to inquiries about travel logistics and investment opportunities in tourism and culture.
Throughout the five-day event, the Sierra Leone delegation engaged in impactful business-to-business meetings, destination marketing, and cultural presentations. High on the agenda were discussions with UNESCO officials regarding the preparation of Gola Rainforest and Tiwai Island for consideration as World Heritage Sites.
NTB General Manager Fatmata Mida Carew attended the Tourism Brand Africa Brainstorming Session, hosted by UN Tourism Regional Director for Africa, Elcia Grandcourt, alongside Sandra Carvao, Director of Tourism Intelligence.
Their discussions revolved around strategies to enhance Africa’s tourism identity.In addition, Carew and NTB Marketing Manager Lucinda Kargbo conducted 29 high-level meetings with trade partners, journalists, and travel writers.
These engagements not only strengthened Sierra Leone’s position in the tourism market but also explored new collaborative opportunities with neighboring countries, including Ghana.
The country’s “2025 Year of Ecotourism” initiative was prominently featured, underscoring Sierra Leone’s ambition to become a leader in sustainable tourism and eco-friendly travel experiences.
The Monument and Relics Commission (MRC) captivated attendees with a stunning display of Sierra Leone’s cultural artifacts, emphasizing the nation’s resilience and rich heritage. Private sector players, meanwhile, attracted significant attention with unique and compelling tour packages designed to showcase the country’s untapped beauty.
FITUR 2025 brought together 9,500 companies from 156 countries, making it one of the largest international tourism trade fairs in the world. Sierra Leone’s participation alongside 884 exhibitors and official representatives from 101 countries solidified its place as a rising star in the global tourism industry.
This milestone event marks a turning point for Sierra Leone’s tourism sector, as the nation continues to build its reputation as a top destination for ecotourism, cultural heritage, and wildlife conservation.For Sierra Leone, the future looks brighter than ever.
