Africa-Press – Liberia. The Liberia National Tourism Authority (LNTA) is intensifying efforts to promote regulatory compliance and business registration across the country’s tourism sector, warning that unregistered operators will face strict enforcement measures.
Established under the 2025 Liberia National Tourism Act, the LNTA serves as the government’s primary agency responsible for developing, regulating, and promoting tourism as a key driver of economic growth. The Act transitioned tourism oversight from the former Ministry of Information, Cultural Affairs and Tourism into a standalone authority.
Speaking over the weekend during an awareness campaign and roadshow in Monrovia, Director General Princess Eva Cooper disclosed that a significant number of tourism-related businesses including hotels, motels, travel agencies, cinemas, car rental services, and cultural organizations have yet to register with the Authority.
She emphasized that the LNTA is determined to “set the benchmark” through a strengthened regulatory framework that ensures illegal businesses do not deprive the government and citizens of rightful economic benefits.
As part of its enforcement strategy, Madam Cooper announced that LNTA inspection teams will begin visiting businesses across the sector to ensure compliance with registration requirements and operational standards.
“We expect resistance, and we are prepared for it. We have engaged stakeholders and will soon upload policies online so everyone understands what is required,” she said.
Under the new directive, tourism-related businesses will be granted a 90-day grace period to complete their registration. During this period, inspection teams will focus on public education and compliance monitoring.
“After 90 days, it becomes a compliance issue. If you are not registered, we will take the next step, including sanctions or closure,” she warned.
The exercise will begin in Monrovia before expanding to other counties, including Bomi, Grand Bassa, and Grand Cape Mount Counties, as part of a nationwide rollout targeting key tourism and hospitality hubs.
According to the LNTA boss, the initiative is also aimed at repositioning Liberia’s global image by highlighting its natural and historical attractions.
“The authority plans to expand its outreach across multiple counties to transition the country’s global image toward its natural and historical attractions. By fostering a compliant hospitality industry, we hope to rebrand the nation as a premier destination and significantly increase international visitor numbers,” she noted.
Madam Cooper stressed that the campaign goes beyond enforcement, focusing on improving service delivery and customer satisfaction across the sector.
“We want to ensure that customers receive value for their money. If a hotel is rated five-star, it should deliver five-star service; the same applies to three-star establishments. Government must stand as a regulator to ensure that the sector flourishes for both businesses and customers,” she explained.
She further indicated that the government, through the LNTA, aims to leverage tourism regulation to boost revenue generation, create jobs, and empower young people.
The day-long roadshow, she added, was part of a sensitization campaign designed to support local businesses through a structured certification process that includes inspections and the enforcement of updated quality standards.
While regulation of the sector is not entirely new, it has been significantly strengthened following the transition to a dedicated tourism authority. The revised framework incorporates stakeholder input to better align with industry needs.
“We reviewed the existing policies and made adjustments based on what stakeholders told us would help their businesses grow,” Madam Cooper said.
Reaffirming the Authority’s long-term vision, she added: “We want to rebrand Liberia. We are moving beyond the narratives of civil war and Ebola to showcase a country rich in beaches, history, and culture.”
The first segment of the roadshow and awareness were held from the LNTA’s main offices on 18th Street in Sinkor through the principle street of the Tubman Boulevard all the way to the National Museum on Broad Street. The second part began from the National Museum through the Bushrod Island to the Freeport, while the third section ran through the Japan Freeway to Paynesville before climaxing the fourth and final exercise through the Tubman Boulevard to its offices once more.
For More News And Analysis About Liberia Follow Africa-Press
