By: Ibrahim J. Conteh
With the realization that tourism could contribute positively to the socio- economic development of the country and In view of government commitment on improving the local and international image of Sierra Leone, the Ministry of Tourism and Cultural Affairs and the National Tourist Board with support from its partners held a one day workshop at Family Kingdom with Media practitioners and Bloggers to showcase the country’s tourism potential by developing effective tourism massaging as a means to increase the knowledge and awareness of the destination in enhancing sustainable tourism, cultural and climate change promotion.
In her open statement, the General Manager of the National Tourist Board, Madam Fatmata Koroma reiterate the essence of such an engagement stating that it is imperative that the National Tourist Board and it supervising Ministry engage in partnership with members of the Fourth Estate in the promotion and rebranding of Sierra Leone tourism. The objective she said is to adopt a joint marketing and promotional activities with the media by creating an effective digital messaging in promoting Sierra Leone as an attractive travel destination.
The aim of the workshop she pointed is to increase awareness of the destination, raise the profile of the country, showcase its beauty and stability, thereby promoting the country’s image, increase both international tourist arrivals and tourism contribution to the economy.
Giving a statistic of international Tourist Arrivals into the country, she narrated that in 2019 before the outbreak of Covid-19, the Country received a total of a Hundred and Seven Thousand Six Hundred and Thirty tourists that came on into the country via Air travel excluding those that came in through other entry points.
She encouraged participants to be focus in exchanging ideas, share experiences and be ready to develop digital innovative messages that would be transmitted via social media platforms. she concluded by stating that the workshop would leave a footprint in the rebranding and marketing of Tourism both national and international, she admonishes all to work together as Sierra Leoneans devoid of any personal interest but with a sole aim of showcasing the country’s beauty for image promotion and thus increase international tourist arrival that will eventually lead in boasting the Country’s economy.
In his brief but undiluted statement, the Permanent Secretary at the Ministry of Tourism and Cultural Affairs identified the fact that the Ministry recognizes the potential and what media practitioners can contribute in promoting the sector. He admonishes media practitioners to be mindful of the use of language, stating that the things we say as citizens has a direct relation on how we are perceived by the outside world, adding that when the language get very foul, it gives an expression that something is wrong with the country, as the media plays a critical role in making sure that what goes out in the public is refined and dignified. Our use of language he emphasizes can either make or break this country. He encouraged members of the media to start telling the true stories of the country’s tourism, as in many countries he added Journalists, have become specialist in this sector. He pleaded with Journalist to dived dipper in bringing out stories that have true reflection of the country’s Tourism that will position Sierra Leone has a tourist destination. He ended by stating that the Ministry has gone through some major reforms, and that the ministry is open for support for media practitioners who wishes to become experts in the sector.
In her welcome Address, the Hon. Minister of Tourism and Cultural Affairs, Mrs. Memunatu Pratt, started by welcoming all present. The event which she describes as a follow-up workshop, stems from the two set of workshops held with CSOs and the Media in September of 2020. The intent was for the public to know what Tourism is all about, and what role they have to play in terms of moving the President vision, as one of the dreams of the President in the New Direction manifesto and the medium term development plan cluster II, is to make Tourism one of the diversity sector of the economy.
She explained that unlike other countries around the world, Sierra Leone possesses what it takes to be a viable tourist destination but one among the many things that have affected us as a nation in improving our tourism sector, she added is the negative perception and image of Sierra Leone. “The manner in which our country’s image has been portrayed over the years is responsible for People looking at Sierra Leone negatively. Though Sierra Leone has gone through some turbulent period ranging from the 11 years Civil war, Ebola, Mudslide, high level of poverty and unemployment, and all of these are interconnected in terms of our image but yet has a nation we have something to showcase to the world, and that is our Eco-tourism which encompasses the Islands, beaches, the wild life, the climate and hospitality of Sierra Leone, and these are things that much has not been said about, adding that we’ve spent most of our energies focusing on the wrong things and wrong images of the country.” Dr. Pratt lamented.
In her concluding statement, she stated the important for every citizens to have a civil responsibility to ensure that whatever good of Sierra Leone is said, but whatever negative of Sierra Leone is not only dealt with but does not become our brand. “What we talk and write should be refined in order to sell out the country’s touristic potential,” Dr. Pratt added. She admonished media to ignore fake news and to be fully engage in fact findings in order to write and sell what Sierra Leone have as a tourist destination.
Presentation on digital marketing and Image rebranding and promotion was led by Miss. Yeama Thompson. The event was climax with Journalists and Bloggers using social media platforms in displaying Sierra Leone as a tourist destination using the hash tags