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ATTA® welcomes the National Tourism Board of Sierra Leone as its newest member, as the destination is forging links with international partners and investing in its tourism future. This milestone demonstrates the commitment of the Sierra Leone government to expanding sustainable tourism under Minister Tunis’ leadership.

 “We feel privileged to welcome Sierra Leone into the ATTA® membership family at this important moment as they actively promote the country’s reinvigorated tourism brand and offerings internationally,” said Jon Danks, CEO of ATTA®. 

“Together we’ll use the power of our platforms and network to connect, support and promote the country’s inspiring tourism brand to a worldwide audience. Sierra Leone now has valuable new channels to showcase its vibrant culture, wildlife, beaches, nature, and warm hospitality. Together we aim to support Sierra Leone’s hard-working tourism industry to sustainably grow visitor numbers and benefit local communities for the long term.”

Sierra Leone is determined to revitalise its tourism industry, with investments pouring into critical infrastructure and strategic marketing. New hotels and ecolodges, catering to international visitors, are springing up along stunning beaches and within nature reserves – a haven for eco-tourism activities like chimpanzee tracking.

The country is also spotlighting its rich cultural heritage, attracting the African diaspora and history enthusiasts interested in the transatlantic slave trade era and beyond. Authentic cultural experiences foster meaningful connections between visitors and local communities.

A recently launched 10-year tourism brand and strategy amplifies Sierra Leone’s global visibility, setting the stage for a surge in traveller numbers. With its natural attractions and warm hospitality, Sierra Leone’s tourism prospects look promising.

The recent appointment of Her Excellency Minister Nabeela Tunis further signals the government’s commitment to sustainable tourism development. Her background spans diverse sectors, including development, and international diplomacy, equipping her with a unique set of skills to champion Sierra Leone’s tourism potential.

 “This, along with the warm hospitality of the Sierra Leonean people, creates a foundation for the industry to flourish,” adds Danks.

“During this important moment in Sierra Leone’s tourism development, we are delighted to be joining ATTA® in this strategic partnership.” Minister Tunis said.

“We feel honoured to be part of such an esteemed network of partners dedicated to promoting African tourism, and we’re proud to be flying the flag for West Africa, which is often underrepresented in the tourism sphere. We look forward to a productive and inspiring year ahead, connecting with ATTA®’s wealth of trade, media and industry members who share Sierra Leone’s passion for responsible tourism in Africa.”

Minister Tunis added, “Following last year’s successful show, we also look forward to exhibiting at Experience Africa again in 2024.”

ITB Berlin, the world’s largest travel trade show, provides the perfect platform for Sierra Leone and ATTA® to solidify their partnership. This strategic move marks Sierra Leone’s official entry into the ATTA® community, granting it access to valuable resources and a global network of industry leaders.
Through participation in events by ATTA®’s events division, Experience Africa Events, Sierra Leone will gain exceptional opportunities to showcase its diverse offerings to ATTA® members and influential media, paving the way for enhanced visibility for the destination.


For media enquiries, please contact:

Michelle Lewis-Loubser
Tel: +27 71 381 8989


ATTA® (The African Travel and Tourism Association) is the leading pan-African trade association promoting tourism to Africa and the Indian Ocean islands. Known as the “Voice of African Tourism,” ATTA® serves over 600 member businesses, including accommodation providers, tour operators, and travel specialists. It provides accurate industry news, hosts networking events and trade shows, and delivers valuable member training and resources. For more information, visit


Located on Africa’s west coast, Sierra Leone is the continent’s lesser-travelled secret beach destination. Home to diverse wildlife, national parks, empty shores, world-class waves and a growing eco-tourism scene, this country’s nature and history make it one of the most exciting and interesting places to explore in 2024. The destination includes excellent hiking, surfing and scuba diving as well as significant ecotourism initiatives, including Tacugama Chimpanzee Sanctuary, Tiwai Island Wildlife Sanctuary and the Tasso Ecotourism Project.


The National Tourist Board is working to establish Sierra Leone’s emerging tourist industry to enhance socio-economic development, with an emphasis on eco-tourism. The National Tourist Board was established by an Act of Parliament in 1990 and started operations in 1991. It is a semi-autonomous body and the professional arm of the Ministry of Tourism and Cultural Affairs.

For more information, please visit

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