This year, as World Tourism Day underscores tourism’s potential for fostering peace through cross-cultural understanding, Invest Salone examines how Sierra Leone’s artistic renaissance has the potential to be the country’s conduit to a more harmonious society, as well as a powerful tourist attraction.
A vibrant arts sector can significantly impact a nation’s tourism and economic development by inspiring travelers to explore its cultural landscape. Creative arts can also serve as a powerful incentive for cultural conservation through storytelling and shared experiences, fostering greater understanding between communities.
Globally, culture and creative industries generate US$2,250 billion annually, contributing 3% of global Gross Domestic Product (GDP). According to the United Nations World Tourism Organisation (UNWTO), approximately 40% of international tourists are motivated to travel primarily for culture-related experiences. This presents a significant opportunity for Sierra Leone’s booming visual and performing arts sector.
Over the past decade, Sierra Leone’s creatives have consistently delivered thought-provoking art, music and theatre, showcasing ‘Made in Salone’ experiences, stories and culture to both local and growing international audiences.
Notable examples include:
- The Barray Arts Collective and Reunion Freetown, two influential art collectives that organise art exhibitions featuring some of Sierra Leone’s most innovative artists. Established in 2014, the Barray Arts Collective recently held its first exhibition in Dubai. While Reunion Freetown uses art to advocate for the UN Sustainable Development Goals (SDGs) and foster collaborations.
- Telem Sounds, a music group that unites Sierra Leonean musicians, singers and songwriters, is renowned for its experimental music and immersive experiences in Freetown and beyond, having recently finished its first US tour.
- Wan Roof Theater, formed in 2021, aims to produce engaging theatre for Sierra Leonean audiences, having already delivered two sell-out shows, gaining recognition for its energetic and thought-provoking performances.
World Tourism Day is celebrated annually on 27 September. It was established by UNWTO in 1980 to raise awareness about the role of tourism in fostering social, cultural, political and economic values globally. Each year, the day focuses on a specific theme related to tourism’s impact and its potential to drive sustainable development, promote cultural exchange and support local economies.
Invest Salone, a UK funded private sector development initiative, works with the public and private sector to compile evidence and bring national and international stakeholders together to identify opportunities to improve the tourism sector’s competitiveness.
For more information, visit our Resource Bank.
