WTM Africa 2026: Sierra Leone Highlights Eco-Tourism, Culture & Gastronomy

Cape Town, South Africa – As the doors swing open for the 2026 World Travel Market (WTM) Africa, all eyes are turning toward the West African coast. Running from April 13th to 15th in the heart of Cape Town, this year’s trade fair features a powerhouse presence from Sierra Leone, as the nation maneuvers to become a top-tier destination for sustainable travel and corporate investment.

Led by the National Tourist Board (NTB), the “Salone” delegation has arrived with a sophisticated strategy: blending the country’s raw, ecological beauty with its burgeoning capacity for MICE (Meetings, Incentives, Conferences, and Exhibitions).

A Vision of Culture and Creativity

Under the leadership of the Minister of Tourism and Cultural Affairs, Madam Nabeela Farida Tunis, Sierra Leone is leaning into the theme of “Culture and Creativity.” The Minister’s roadmap focuses on the transformative power of tourism to drive economic growth while preserving the nation’s soul.

The delegation’s presence at WTM Africa is a clear signal to international investors and global travelers that Sierra Leone is not just “open for business”—it is ready to lead the conversation on sustainable, community-driven tourism.

Spotlight on Signature Events

To underscore the country’s diverse appeal, the delegation is heavily promoting two landmark events that highlight Sierra Leone’s unique position in the African market:

• The One Nation Reggae Festival: A vibrant celebration of unity and the creative spirit, showcasing the rhythmic heartbeat of the Sierra Leonean people.
• The 3rd UN Tourism Regional Gastronomy Forum for Africa: A prestigious continental event that positions food as a primary driver of tourism and cultural exchange.

A Taste of Salone: April 15th

On the final day of the fair, April 15th, Madam Fatmata Mida Carew, General Manager of the National Tourist Board, will host a dedicated Sierra Leone Cultural and Gastronomy Day.

This immersive experience is designed to engage the senses of every visitor to the pavilion. Beyond business meetings and brochures, the showcase will feature:

• Signature Local Cuisine: Authentic dishes that highlight the country’s agricultural richness.
• Traditional Beverages: Refreshments that tell the story of Sierra Leone’s heritage.
• Hospitality Showcase: A firsthand look at the warmth and vibrancy that defines the Sierra Leonean welcome.

“We aren’t just inviting people to see our landscapes; we are inviting them to experience our lifestyle,” the delegation noted.

The Road Ahead

As WTM Africa 2026 commences, Sierra Leone stands as a testament to the resilience and beauty of the African continent. By showcasing its pristine beaches, lush rainforests, and world-class culinary scene, the “Sweet Salone” brand is poised to leave a lasting impression on the global travel industry.