Boasting a rich cultural heritage and diverse wildlife, Sierra Leone has significant untapped potential as a tourism destination, with key opportunities for investors and partners – according to a new report..
The study – titled, Fostering investment opportunities in Sierra Leone: Tourism sector research – was commissioned by Invest Salone, a UK funded private sector development programme. It highlights Sierra Leone’s rich cultural heritage, diverse wildlife, pristine beaches and authentic community-based experiences as major draws for international travellers from North America, Europe and West Africa. Unique sites include the Tacugama Chimpanzee Sanctuary – which the late Dame Jane Goodhall helped to establish – and the Bunce Island memorial to the slave trade.
Sierra Leone saw promising growth in tourism in the lead-up to the global pandemic, with hotel occupancy rates peaking at 80% in 2019. However, as in many other countries, the sector has not yet fully recovered, post-Covid. Given Sierra Leone’s inherent tourism potential, the report emphasises that targeted investment and improved infrastructure could transform the sector into a key driver of economic growth across the country.
Following a review of tour operators, including in-depth interviews and consultations, the report identifies four priority market segments that will be key for the future development of Sierra Leone’s tourism sector. These market segments are: international adventurers; “homecoming” travellers from the global diaspora; regional explorers from neighbouring countries; and international conference organisers.
However, realising this potential and attracting these market segments will require targeted support and investment, including:
- Creating an enabling environment, with additional hospitality training, renewable energy solutions and sustainable waste management for hotels and eco lodges
- Private sector investment to expand conference and events facilities, boost destination branding and develop immersive cultural and nature-based travel experiences
- Public sector support, including better flight connections and sustainability certification for the sector.
“Tourism offers Sierra Leone an unparalleled opportunity to showcase its cultural richness, biodiversity and warm hospitality to the world,” said Pooja Melwani, from Invest Salone – adding that collaboration between the private sector, government and international partners is essential to unlocking Sierra Leone’s full tourism potential.
With the right partnerships and investment, the sector can create sustainable jobs, attract international visitors and position Sierra Leone as one of West Africa’s most exciting destinations.
