By Esther Wright
A three-day Marketing and Branding regional workshop with Journey and ACORN Consultants was organized the Ministry of Tourism and Cultural Affairs (MTCA) and the National Tourist Board (NTB) at the MADAM Skills Upgrading Centre in Makeni, Northern Region.
The Regional Marketing and Branding Workshop which is supported by the World Bank Sierra Leone Economic Diversification Project (SLEDP) started in Kenema in the Eastern Region, proceeded to Bo in the Southern Region and ended in Makeni in the Northern Region. The workshops aimed at putting together an international marketing and branding strategy to promote Sierra Leone and help lure visitors to the country.
Talking to participants about the essence of the workshop, the Planning and Product Development Manager of the National Tourist Board, Umaru Woody said Sierra Leone has plenty to offer in terms of attractions, cultural heritage and the hospitality of its people. He explained that they are in the North to identify what they have as a region that will be packaged and sold to tourists, thus bringing people to Sierra Leone.
The Classification and Quality Control Manager in charge of all tourism establishments at the National Tourist Board, Ibrahim S. Turay told the participants that the consultants are here to build the story of the Northern Region hence their contribution is very important. He continued that in terms of marketing Sierra Leone, the potential of every region must be captured in order to add value to the process.
During the sessions, participants highlighted Bintumani Mountains, Wara Wara hills, Camel Hill, the Outamba Kilimi National Park, Wusum and Mena Hills, their industrial mining, Kangari hills, the Bai Bureh grave site, Tassoh Island, their traditional heritage as the top attractions in the Northern region.
In order to develop these attractions, participants agreed that there should be awareness raising, accessibility to tourist site, quality service delivery, electricity, infrastructural development and rules and regulations must be implemented, adding that social media handles (Whatsapp, facebook, twitter, Instagram), television discussions, newspapers, tourist exhibition, cultural festivals, website and school heritage clubs must be utilized in telling Sierra Leoneans about their area.
In his concluding remarks, the Lead Consultant, Mike Fabricius applauded the participants in all the three regions for their contributions and assured them that they will use the information gathered to develop a comprehensive marketing and branding strategy with a clear plan of action that will promote Sierra Leone’s image internationally.
