By Amin Kef Sesay
With support from the World Bank Sierra Leone Economic Diversification Project, the Ministry Tourism and Cultural Affairs and the National Tourism Board (NTB), on the 15th October 2021, held a validation workshop for the first-ever National Marketing and Branding Strategy. The event took place at the Country Lodge Hotel on Hill Station in Freetown.
The destination marketing and branding strategy and action plan was formulated under the direction of the Ministry of Tourism and Cultural Affairs and the National Tourist Board. According to the developers, it will guide the marketing of tourism for the next ten years and includes a 5-year action plan with corresponding activities, tactics, targets and budgets.
It could be recalled that Journey and Acorn Consultancies in the UK were recruited to develop the Marketing and Branding Strategy which was formulated through extensive research, field work and stakeholder consultations.
In his opening address, the Permanent Secretary of the Ministry, Andrew L. Sorie said Sierra Leone has all the natural endowments and all what was needed was a structured way to showcase the environment and benefit from it, hence Journey and Acorn were consulted to do the marketing strategy in order to lure more people to Sierra Leone.
In her statement, the General Manager of the National Tourist Board, Fatmata Hamid Carew intimated that the workshop aimed at producing Sierra Leone’s first ever destination marketing branding strategy with a 5-year action plan for the marketing of tourism and culture of Sierra Leone. She explained that the strategy is coming at a time when the sector is challenged globally due to the COVID-19 pandemic, but however noted that the policy and legal framework must be addressed for the destination to be competitive.
The Task Team Leader for the World Bank Sierra Leone Economic Diversification Project, Moses K. Kibirige commended the Ministry and the Board for their partnership in the said project. He said the pandemic has affected the tourism industry globally and that was the best time for Sierra Leone to have its marketing and branding strategy to compete with the rest of the world. He stated how the strategy is very important for Sierra Leone to reposition its image within the international community of nations.
In his presentation, the Lead Consultant, Mike Fabricius said they were very privileged and excited to work for the country and that they have had wonderful experiences during their nationwide consultations. He commended the sense of openness and receptiveness of the people of Sierra Leone.
He explained what the project is all about and what has been developed from a rebranding and marketing strategy perspective. He said they were in Sierra Leone for three weeks where they had regional workshops and the inputs generated were factored in the marketing strategy. He presented the brand logo of the destinations with the caption “explore freedom”.
In her keynote address, the Minister of Tourism and Cultural Affairs, Dr. Memunatu Pratt thanked the World Bank for making this particular aspect of the economic diversification a success noting that it was the beginning of Sierra Leone long decade of tourism transformation. She told the gathering that the journey started with Journey and Acorn Consultancies and they are now in the end of the journey.
Minister Pratt maintained that this was the most excellent public consultation she had witnessed on tourism where people have been frank, objective and highly inclusive which she said set the pace for tourism to thrive. She said what the consultants have done complements all what the Ministry and the Board had been doing towards having a proper international outlook and also bringing digital marketing to the forefront of tourism.
The strategy presented by the consultants was adopted by all the stakeholders. Group presentations from the media and civil society, legislation and policy, hospitality, public sector associations and nature tourism climaxed the occasion.
In another development the country’s Minister of Tourism and Cultural Affairs, Dr. Memunatu Pratt, the Director of Tourism, Mohamed Jalloh and the General Manager of the National Tourist Board (NTB), Fatmata Hamid Carew were in attendance during the maiden edition of the East African Community (EAC) regional tourism expo in Tanzania on the theme: “Promotion of Resilient Tourism for Inclusive Socio-Economic Development”.
The Minister was decorated with the continental tourism award 2021 for her cutting-edge initiatives in ensuring that tourism remains a driving force of the economy of Sierra Leone.
The Tanzanian Tourism Minister, Damas Ndumbaro said the event aimed at promoting tourism attractions available in the EAC member countries of Tanzania, Kenya, Uganda, Rwanda, Burundi and South Sudan and will also help to encourage tourism stakeholders, especially the private sector to work out strategies aimed at reviving the sector that has been devastated by the Covid-19 Pandemic.
In her statements, Minister Pratt thanked the EAC and the Minister of Tourism and Natural Resources of Tanzania, Damas Ndumbaro for spearheading and hosting the wonderful event noting that the event is not only inspiring but has challenged ECOWAS to do same. She said this would lead to a bigger voice in the African Union (AU) as she is one of the leading advocates at the AU level in ensuring that much more resources are dedicated to tourism in Africa. She mentioned the devastation and dark days Africa has experienced but with tourism our story is sure to be changed for the better, she maintained.
She continued that the African Union Tourism Expo is something that should be thought about and as the Minister of Tourism and Culture of Sierra Leone she was there to recognize and appreciate the leadership of the United Republic of Tanzania. She applauded the Tanzanian President, Samia Suluhu Hassan for her aspiration of women in Africa and someone who would lead a number of changes in the sub-region. Dr. Pratt on behalf of the President of Sierra Leone, Brig. Rtd. Dr. Julius Maada Bio, the Hospitality sector and people of Sierra Leone presented a gift to the Tanzanian President, which was received on her behalf by their Tourism Minister in appreciation of the relationship between the two countries and a stronger partnership in the field of tourism and development.
Receiving the continental award, Dr. Pratt thanked the African Tourism Board for the recognition saying that the award would serve as an inspiration to other ministers of EAC and ECOWAS.
The Minister and her team toured museums and wildfire sanctuaries as part of their engagements in Tanzania.
