The National Tourist Board (NTB) of Sierra Leone has initiated a nationwide media and public awareness campaign. This effort aims to strengthen revenue generation, promote compliance among tourism operators, and address defaults and illegal operations in the country's tourism sector. The campaign began on September 28, 2026, with the NTB's Communications and Public Relations Team making appearances on various local media outlets.
As part of the campaign, the NTB has produced awareness jingles in various local languages for radio stations and online television platforms. Additionally, a skit created by popular comedian Jaokateh of Wan Pot Comedians will be used to make the campaign's message more accessible to the public. The team will feature on several radio and television programs, including SLBC Radio and Television and AYV's "This Day" programme.
The campaign targets several challenges in the tourism sector, including unregistered tourism businesses, non-payment of licensing fees, and other illegal activities. These issues affect the sector and reduce government revenue. Under the Tourism Development Act of 1990, the NTB is mandated to register, license, and classify tourist establishments. The Board will use the campaign to remind tourism businesses of their legal obligations.
The NTB will also use the campaign to highlight the benefits of compliance, including access to government support programs, national marketing initiatives, and the credibility associated with licensed operations. The registration and licensing process will be explained, and questions from tourism operators and the public will be answered. Misconceptions about the NTB's mandate will be addressed, and enforcement measures will be outlined.
Enforcement measures will include penalties and possible closure of non-compliant businesses. The campaign is expected to reach audiences nationwide through traditional media, local-language content, and public engagement. The broader objective is to promote a more regulated tourism sector and support investment, employment, and economic development in Sierra Leone.
The nationwide campaign will take the NTB's message to the provinces, engaging with tourism operators and the public across the country. By promoting compliance and addressing illegal activities, the NTB aims to increase government revenue and support the growth of the tourism sector. This, in turn, is expected to contribute to Sierra Leone's economic development and job creation.
Key stakeholders in the tourism sector are expected to benefit from the campaign, including hotels, guesthouses, restaurants, bars, tour operators, and other tourism businesses. By registering and licensing their businesses, these operators can access government support programs and contribute to the country's economic growth. The campaign will continue to engage with the public and tourism operators in the coming weeks.
Key points
- The NTB's campaign aims to promote compliance among tourism operators and address defaults and illegal operations in Sierra Leone's tourism sector.
- The campaign will reach audiences nationwide through traditional media, local-language content, and public engagement.
- The NTB will explain the registration and licensing process and outline enforcement measures, including penalties and possible closure of non-compliant businesses.
