AYV News, January 24, 2025
In its relentless marketing and rebranding efforts, Sierra Leone”s tourism sector spearheaded by the Ministry of Tourism and Cultural Affairs and the National Tourist Board have at this year’s Fitur International Trade Fair attracted global tourism players, travel agencies and tours operators to the country’s Explore Freedom Booth, signifying the authenticity of the destination and its readiness to compete in global tourism conversations.
Fitur is the benchmark event in the tourism sector and the leading trade fair for inbound and outbound international markets and an opportunity to share knowledge and experiences, create business opportunities and discover destinations from around the world. The 45th edition of this international tourism exhibition which runs from 22nd – 26th January, 2025 features 9,500 participating companies, 156 countries and 884 main exhibitors including 101 countries with official representation.
This marketing endeavor fully supported by the Government of Sierra Leone seeks to sustain the gains made over the years with support from Sierra Leone Economic Diversification Project (SLEDP).
Day one of the trade fair was dominated by business to business meeting and destination marketing by Director of Culture, Creativity and Innovation, Foday Jalloh, General Manager of NTB, Fatmata Mida Carew and Marketing Manager, Lucinda Kargbo. They explained Sierra Leone’s potentials and the laudable strides undertaken over the years to get the destination to the heights it is today. Prominent among the issues discussed were the successful hosting of the Women in Tourism Regional Congress in Freetown in 2024 and the sector’s 2025 flagship programmme dubbed, Year of Ecotourism. Connectivity and opportunities for MICE tourism in Sierra Leone were also discussed.
Showcasing Sierra Leone’s locally produced cultural artifacts, and stories of the country’s path to independence by Admin Manager of MRC, Ann-Marie Kamara captivated visitors. Private sector players, IPC travels, Best Travel Solutions showcased compelling tour packages that also attracted huge interest to the destination.
