By Kadijatu Bangura, Daily Scope Reporter
The World Travel Market (WTM) London 2025 concluded this evening after three dynamic days of cultural exchange, culinary delights, and strategic collaboration at the ExCeL Exhibition Centre in East London. Sierra Leone’s presence at the event was both impactful and celebratory, showcasing the nation’s rich heritage and vibrant tourism potential.
A highlight of the event occurred at the Sierra Leone Pavilion, where Minister of Tourism and Cultural Affairs, Mrs. Nabeela Farida Tunis, and Deputy High Commissioner, Mrs. Yvonne King Odigboh, delighted visitors with an impromptu dance-off to the iconic song “Let Me Love You (🇸🇱)…FOREVER” by Bunny Mack. Their spirited performance encapsulated the warmth and joy of Sierra Leone’s culture, drawing enthusiastic applause from the audience.
The aromatic allure of traditional Sierra Leonean dishes filled the air, as the Tourism Team offered samples of cassava and potato leaves, enticing visitors and effectively promoting Sierra Leone’s culinary landscape. The positive response from attendees highlighted the country’s growing reputation as a gastronomic destination.
Amidst the festivities, serious business was also at play. With nearly 200 nations and over 4,000 exhibitors in attendance, Sierra Leone’s delegation strategically positioned itself to stand out. “We are here to work efficiently on multiple fronts,” stated Minister Tunis, whose confident leadership is driving the country’s tourism narrative.
The delegation included officials from the Ministry of Tourism, the National Tourist Board (NTB), and the Monuments and Relics Commission, alongside private sector partners. Together, they promoted Sierra Leone’s tourism assets, cultural identity, and unique offerings.
The Sierra Leone Stand buzzed with activity, featuring meetings, interviews, and memorandum of understanding signings aimed at fostering strategic partnerships. Permanent Secretary Ms. Judith C. Jones and NTB General Manager Mrs. Fatmata Mida Carew led their teams with focus and precision, ensuring impactful engagements.
Tourism entrepreneurs such as Anthony Moiforay (CEO, https://wwwhattssl.com), Peter Momoh Bassie (Tour Manager, www.tourismislife.com), Jacqueline Tschinkel (CEO, hellosierraleone.com), and Muctaru Rogers (Operations Manager, www.visitsierraleone.org) contributed to a lively booth atmosphere, engaging visitors with enthusiasm. Additional support came from Fatmata Samura, Senior Assistant Secretary in the Ministry of Tourism, and representatives from the Monuments and Relics Commission.
Minister Tunis’ agenda extended beyond the exhibition halls; prior to the event, she engaged with global tourism leaders to strengthen partnerships. “We are actively enhancing our domestic infrastructure and expanding our international presence through meaningful collaborations,” she explained, aligning with President Julius Maada Bio’s Big Five Game Changers Agenda.
The Minister highlighted the innovative use of artificial intelligence in promoting local destinations and enhancing visitor experiences, positioning Sierra Leone as a frontrunner in tech-driven tourism in Africa.
Looking ahead, Minister Tunis announced that Sierra Leone will host the 3rd UN Tourism Regional Forum on Gastronomy in Freetown next year, aiming to attract culinary tourists and create job opportunities. The forum will further showcase Sierra Leone’s rich culinary traditions.
Additionally, the upcoming “One Nation Reggae Festival” is set to celebrate cultural connections between Africa and the Caribbean, featuring renowned Jamaican artists alongside local talent. “Our goal is to deepen bonds with our Caribbean brothers and sisters while providing opportunities for our local artists,” Minister Tunis stated.
The energy and coordination exhibited by Sierra Leone’s delegation throughout WTM 2025 showcased a nation rich in heritage while confidently embracing the future. From dance moves to traditional dishes, Sierra Leone’s message was clear: the country is open, welcoming, and ready to engage with the world.
As the WTM event drew to a close, it was evident that Sierra Leone had not only participated but had also inspired and celebrated its unique identity. As Kai Bockarie Saquee, Lead Communications & Public Relations Officer at NTB, aptly remarked, “Sierra Leone has more than enough to dance for.”
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