Home » TRAVEL EVENT NEWS » Sierra Leone Shines at World Travel Market London 2025 with Focus on Tourism and Cuisine Published on
November 9, 2025Sierra Leone at the World Travel Market (WTM) 2025 in London made a huge impact by marketing its lively cultural tourism and excellent cuisine. Minister of Tourism and Cultural Affairs, Mrs Nabeela Farida Tunis, led the Sierra Leone delegation, which presented the country’s colourful offerings to the whole world at the event. The three-day event at ExCeL Exhibition Centre witnessed almost 200 countries and more than 4,000 exhibitors displaying their tourist attractions.This year, Sierra Leone’s participation focused not only on its natural attractions but also its growing reputation as a culinary destination. Through engaging experiences, including live food demonstrations and tastings, Sierra Leone sought to position its local cuisine as a key tourism draw. Cassava and potato leaves, traditional dishes with rich cultural significance, were among the samples offered, introducing visitors to the depth of Sierra Leonean gastronomy.Advertisement Culinary Tourism: A Highlight at WTM London 2025Sierra Leone’s effort to incorporate its food culture into its tourism offerings reflects a growing global trend towards gastronomy tourism. The country’s rich food traditions, often overlooked in mainstream travel promotions, are now being actively promoted as part of the nation’s broader tourism strategy. The World Travel Market provided the perfect platform for Sierra Leone to attract attention from international tourists seeking unique culinary experiences.In addition to showcasing its cuisine, Sierra Leone also emphasized the role of food in fostering cultural exchange. The country’s culinary heritage is deeply connected to its historical roots and regional diversity, offering an authentic experience that aligns with the global desire for more authentic and sustainable travel.Strategic Partnerships for Multi-Destination TravelA major announcement at WTM 2025 was the signing of a strategic partnership between Sierra Leone’s Ministry of Heritage and Tourism and Qatar Tourism. This new collaboration aims to promote multi-destination travel between Sierra Leone and Qatar, two culturally rich destinations in West Africa and the Middle East, respectively. By joining forces, both countries plan to develop integrated tourism packages and joint promotional initiatives targeting key international markets, particularly in Asia and Europe.This partnership is expected to benefit both nations by encouraging travellers to explore two unique destinations in one trip. The pilot markets for this initiative include Italy, Spain, and China, with plans for collaborative events, joint marketing campaigns, and the creation of combined travel itineraries. By pooling resources and promoting regional tourism, Sierra Leone and Qatar are hoping to tap into the increasing demand for multi-destination travel experiences.Advertisement Sierra Leone’s Cultural Legacy: The Launch of New Tourism InitiativesBeyond its culinary promotion, Sierra Leone also unveiled a major project aimed at further strengthening its tourism offering. In collaboration …
