Published on
November 9, 2025
Sierra Leone at the World Travel Market (WTM) 2025 in London made a huge impact by marketing its lively cultural tourism and excellent cuisine. Minister of Tourism and Cultural Affairs, Mrs Nabeela Farida Tunis, led the Sierra Leone delegation, which presented the country’s colourful offerings to the whole world at the event. The three-day event at ExCeL Exhibition Centre witnessed almost 200 countries and more than 4,000 exhibitors displaying their tourist attractions.
This year, Sierra Leone’s participation focused not only on its natural attractions but also its growing reputation as a culinary destination. Through engaging experiences, including live food demonstrations and tastings, Sierra Leone sought to position its local cuisine as a key tourism draw. Cassava and potato leaves, traditional dishes with rich cultural significance, were among the samples offered, introducing visitors to the depth of Sierra Leonean gastronomy.
Culinary Tourism: A Highlight at WTM London 2025
Sierra Leone’s effort to incorporate its food culture into its tourism offerings reflects a growing global trend towards gastronomy tourism. The country’s rich food traditions, often overlooked in mainstream travel promotions, are now being actively promoted as part of the nation’s broader tourism strategy. The World Travel Market provided the perfect platform for Sierra Leone to attract attention from international tourists seeking unique culinary experiences.
In addition to showcasing its cuisine, Sierra Leone also emphasized the role of food in fostering cultural exchange. The country’s culinary heritage is deeply connected to its historical roots and regional diversity, offering an authentic experience that aligns with the global desire for more authentic and sustainable travel.
Strategic Partnerships for Multi-Destination Travel
A major announcement at WTM 2025 was the signing of a strategic partnership between Sierra Leone’s Ministry of Heritage and Tourism and Qatar Tourism. This new collaboration aims to promote multi-destination travel between Sierra Leone and Qatar, two culturally rich destinations in West Africa and the Middle East, respectively. By joining forces, both countries plan to develop integrated tourism packages and joint promotional initiatives targeting key international markets, particularly in Asia and Europe.
This partnership is expected to benefit both nations by encouraging travellers to explore two unique destinations in one trip. The pilot markets for this initiative include Italy, Spain, and China, with plans for collaborative events, joint marketing campaigns, and the creation of combined travel itineraries. By pooling resources and promoting regional tourism, Sierra Leone and Qatar are hoping to tap into the increasing demand for multi-destination travel experiences.
Sierra Leone’s Cultural Legacy: The Launch of New Tourism Initiatives
Beyond its culinary promotion, Sierra Leone also unveiled a major project aimed at further strengthening its tourism offering. In collaboration with the Ministry of Culture, Sports and Youth, the country announced the publication of a luxury book about its cultural tourism in partnership with the renowned publisher Assouline. This book, part of a series on luxury destinations, will help elevate Sierra Leone’s profile in the luxury travel market by showcasing the country’s heritage, natural beauty, and cultural richness.
Additionally, the book titled ‘Oman, Jewel of the Arabs‘ was launched, documenting an exploratory journey undertaken by Omani and British explorers along the coasts of Sierra Leone. This 30-day journey, retracing the historic path of British explorer Bertram Thomas, forms part of Sierra Leone’s broader strategy to raise awareness about its cultural heritage and tourism offerings through global publications and storytelling.
AITO 2026: Sierra Leone’s Strategic Role in Tourism Development
Sierra Leone’s tourism future continues to unfold as the country prepares to host the Association of Independent Tour Operators (AITO) 2026 conference. This prestigious event, scheduled to coincide with AITO’s 50th anniversary, will gather around 150 travel professionals to discuss trends in tourism, exchange ideas, and explore new strategies for promoting global destinations. The conference will focus on sustainable tourism, providing an ideal opportunity for Sierra Leone to showcase its commitment to eco-tourism and community-based tourism.
By hosting the AITO conference, Sierra Leone plans to position itself as a leading destination for both luxury and sustainable tourism in West Africa. The event will allow Sierra Leone to build relationships with key industry players and highlight its growing tourism infrastructure to a targeted audience of travel agents and tour operators.
Sierra Leone’s Growing Position as a Global Tourism Destination
Sierra Leone’s active participation in WTM London 2025 marked a significant milestone in its efforts to promote the country’s diverse tourism offerings. From its rich culinary heritage to its strategic partnerships with Qatar, Sierra Leone is making its mark as a destination that combines cultural richness, sustainability, and authenticity. With upcoming initiatives like the UN Gastronomy Forum and the AITO 2026 conference, Sierra Leone is positioning itself as an emerging leader in West African tourism.
For travellers seeking a mix of cultural exploration, sustainable travel, and gastronomy tourism, Sierra Leone offers a compelling destination that is ripe for discovery. With continued efforts to promote its tourism sector, the country is on its way to becoming a top choice for those looking for enriching travel experiences that offer more than just typical tourist attractions.
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