Africa-Press – Sierra-Leone. The Sierra Leone tourism delegation kicked off the first day of the World Travel Market (WTM) 2025 at London’s ExCeL with a series of strategic meetings aimed at strengthening international tourism partnerships and enhancing the country’s global visibility.
The delegation held productive discussions with representatives from leading travel, media, and aviation organizations to advance Sierra Leone’s tourism strategy and explore new collaboration opportunities.
In one of the key sessions, the team met with Kate McWilliams, Managing Director of LOTUS, to refine the delegation’s show agenda and prepare for an upcoming Wednesday event. Talks focused on anticipated turnout, content planning, and strategies to highlight Sierra Leone’s diverse tourism offerings to European audiences. Both parties also discussed partnership opportunities for 2026 to boost the nation’s representation in Europe.
The delegation also engaged with Adrian Phillips, Managing Director of Bradt Guides, following the release of the Bradt Guide to Sierra Leone (4th Edition)—the only comprehensive English-language travel guide dedicated to the country. The meeting explored Bradt’s ongoing role in shaping international perspectives on Sierra Leone and identified areas for future collaboration on travel content and features.
In another meeting, Linzi Barber, Regional Managing Partner, discussed developments with Air Sierra Leone, the national carrier established in 2024 and operational since January 2025. The airline’s first international route to London Gatwick was highlighted as a major step in improving connectivity and driving tourism growth. Plans for expansion into additional West African destinations and potential intercontinental routes were also reviewed.
The team further met with Craig Rix, Publisher of Travel Africa Magazine, to assess the impact of recent media collaborations, including four advertorial placements in 2024 that helped elevate Sierra Leone’s tourism profile. Both parties reaffirmed their commitment to showcasing the country’s wildlife, landscapes, and cultural heritage through future editorial features.
By the end of Day One, the delegation reported notable progress aligning content and outreach strategies with LOTUS, advancing European representation plans for 2026, monitoring Air Sierra Leone’s expansion, and reinforcing sustained engagement with Travel Africa Magazine.
The discussions marked an active and promising start to WTM 2025, as Sierra Leone continues to position itself as an emerging destination within the global tourism landscape.
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