Africa-Press – Sierra-Leone. Sierra Leone’s national tourism leadership is actively participating in the World Travel Market (WTM) London 2025, running from November 4 to November 6, as part of a concerted effort to position the country as a leading destination in West Africa.
The delegation is on the ground in London, engaging with international partners, global media, and industry stakeholders to highlight Sierra Leone’s evolving travel offerings, investment opportunities, and expanding visitor economy.
The participation comes at a time of significant growth in one of the country’s key source markets. According to recent figures, UK tourist arrivals to Sierra Leone doubled in the last year, soaring from 6,000 in 2023 to an impressive 12,000 in 2024. This dramatic increase signals strong market interest and is providing momentum for the team’s efforts at WTM.
The delegation’s presence at the global event is deemed a strategic opportunity to build on this success. Key objectives include forming new partnerships and securing joint marketing initiatives, showcasing Sierra Leone’s rich cultural heritage and pristine coastal destinations and highlighting emerging ecotourism experiences.
Guided by its leadership, the tourism team is determined to accelerate overall tourist arrivals, expand the country’s tourism product, and sustainably boost the visitor economy.
The WTM platform is considered a critical touchpoint for this development push, allowing the nation to attract visitors, unlock new collaborations, and reinforce its standing as a must-visit destination in West Africa.
With the UK market showing robust growth, the delegation aims to diversify source markets and sustain this positive trajectory into 2025 and beyond.
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