Sierra Leone proudly showcased its rich culture, tourism potential, and traditional cuisine at the World Travel Market (WTM) 2025 in London. The delegation was led by the Minister of Tourism and Cultural Affairs, Mrs. Nabeela Farida Tunis, who presented the country’s growing appeal to visitors from around the world.

The three-day international event brought together nearly 200 countries and more than 4,000 exhibitors, all highlighting their unique attractions. Sierra Leone’s booth stood out as visitors were treated to local dishes such as cassava leaves and potato leaves—part of a broader effort to make the nation’s cuisine a central feature of its tourism brand.

Minister Tunis emphasized the increasing role of technology in promoting the country’s tourism sector, noting that the ministry is exploring Artificial Intelligence to improve marketing strategies and enhance the visitor experience.

She also announced that Sierra Leone will host the 3rd UN Tourism Regional Forum on Gastronomy in Freetown next year. The forum is expected to spotlight local foods, attract culinary tourists, and create new job opportunities.

Throughout the event, the Sierra Leone delegation participated in several meetings, interviews, and partnership discussions with global tourism stakeholders. According to the Minister, these engagements support President Julius Maada Bio’s “Big Five Game Changers” plan, which prioritizes partnerships and innovation to boost national development.

The Deputy High Commissioner, Mrs. Yvonne King Odigboh, also joined the delegation, helping promote Sierra Leone’s tourism and cultural potential on the international stage.