Sierra Leone is increasing efforts to attract more British tourists following a reported increase in UK visitor arrivals in 2025. Tourism Minister Nabeela Farida Tunis led a delegation to the World Travel Market (WTM) London 2026, which began on November 3. The delegation includes senior officials from the Ministry of Tourism and Cultural Affairs, the National Tourist Board, and representatives of the private tourism sector.
The 2025 arrival figures show that 14,257 UK visitors arrived in Sierra Leone by air, while 6,169 entered by road, representing over 20,000 arrivals from the British market. The three-day international tourism exhibition is being used by Sierra Leone to connect with international travel companies, media organisations, and potential investors. Minister Tunis met with Peter Greenberg, CBS News travel editor, and Matt Midworth of National Geographic Traveller (UK) to discuss increasing international awareness of Sierra Leone.
The meetings focused on opportunities to promote Sierra Leone through travel publications, television productions, destination features, and other media platforms. The government delegation is also seeking partnerships with travel agencies, tour operators, and tourism businesses to bring more visitors to the country. The country's marketing campaign covers several areas of tourism, including beach holidays, wildlife, adventure travel, food, cultural experiences, and historical heritage.
Officials are exploring ways to promote Sierra Leone through international films, television programmes, digital content, and collaborations with travel influencers. The engagements aim to attract international visitors, encourage private investment, and create more business opportunities within the tourism industry. The United Kingdom remains a crucial market for Sierra Leone's tourism sector, making stronger relationships with British travel businesses and media organisations a key part of the country's international marketing strategy.
As the country prepares for 2027, tourism officials are focusing on expanding international partnerships, reaching new markets, and improving Sierra Leone's visibility as a travel destination. The 2025 arrival figures provide a basis for further engagement with the UK market, while participation in WTM London offers an opportunity to introduce Sierra Leone's tourism products to a wider international audience.
Sierra Leone is promoting its beaches, islands, biodiversity, cultural traditions, historical sites, and local cuisine to attract different categories of travellers. The delegation, including National Tourist Board General Manager Fatmata Mida Carew and Director of Tourism Mohamed Jalloh, is expected to continue discussions on the second day of the exhibition, focusing on strengthening existing contacts and identifying further business opportunities.
WTM London 2026 provides Sierra Leone with an international platform to promote its tourism industry, attract potential investors, and build relationships that could support the sector's growth. The country's participation in the exhibition is part of its effort to increase international awareness and attract more visitors to its growing tourism sector.
Key points
- Sierra Leone targets over 20,000 UK tourists in 2026.
- The country's tourism sector is focusing on beach holidays, wildlife, and cultural experiences.
- WTM London 2026 offers Sierra Leone an international platform to promote its tourism industry.
