The Ministry of Tourism and Cultural Affairs (MTCA) in Sierra Leone has announced Mariyam Lorba Konneh, Miss World Sierra Leone 2026, as its new Brand Ambassador. This appointment was made during a special homecoming press briefing at the Ministry's headquarters in Freetown. The decision recognizes Konneh's exceptional representation of Sierra Leone on the international stage during the Miss World competition.
Mariyam Lorba Konneh expressed her gratitude to the MTCA, Miss Sierra Leone Limited, her benefactors, and the citizens of Sierra Leone. She described her participation in the global pageant as a "life-changing experience" and emphasized that flying the national flag abroad was made possible through the unified backing of government bodies, private sponsors, and patriotic Sierra Leoneans.
Konneh shared the challenges she encountered during the competition, including competing against participants with larger financial resources and extensive media infrastructure. Despite these hurdles, her resolve to project Sierra Leone's heritage with pride allowed her to stand out among her international peers.
Adonis Abboud, Chairman of Miss Sierra Leone Limited, outlined the selection process that led to Konneh representing Sierra Leone globally. He commended her poise, discipline, and exemplary conduct throughout the international event, noting that her performance served as a strong inspiration for young women across the nation.
Deputy Secretary Sahr Phillip Morsay, representing the Minister of Tourism and Cultural Affairs, praised Konneh's dedication to rebranding Sierra Leone's global image. He noted that her courage, passion, and motivation to stand tall among her peers made all Sierra Leoneans proud and demonstrated the strength and potential of the country's young women.
The appointment of Mariyam Lorba Konneh as Brand Ambassador aligns with the country's broader strategy to position young women as leaders, cultural champions, and key contributors to national development and international tourism. This move is expected to inspire and empower young women across Sierra Leone.
The homecoming press briefing concluded with praise from government delegates, pageant organizers, and supporters. Officials noted that Konneh's representation reinforces the country's efforts to promote its cultural heritage and attract international tourism.
Key points
- Mariyam Lorba Konneh's appointment as Brand Ambassador recognizes her exceptional representation of Sierra Leone on the international stage during the Miss World competition.
- The Ministry of Tourism and Cultural Affairs aims to position young women as leaders, cultural champions, and key contributors to national development and international tourism.
- Konneh's participation in the Miss World competition was a "life-changing experience" that showcased Sierra Leone's heritage and culture globally.
