President Weah Launches Liberia’s First Tourism Marketing Strategy

First Tourism   Marketing Strategy
First Tourism Marketing Strategy
Photo Credit: ITSSD

Friday, January 28, 2022:  President George Manneh Weah has formally launched Liberia’s first Tourism Marketing Strategy. The ceremony was held at the Farmington Hotel in Margibi County, with the Liberian Chief Executive pledging his government’s commitment to   making the country’s vision for a new tourism brand a resounding reality.


President Weah called for continued collaboration in the process and further hailed partnering institutions and individuals for ensuring that the launching program was successful.

The Liberian Chief Leader noted that the country is blessed with numerous natural features that could play a key role in on-going national efforts to improve the Liberian economy by attracting tourists and others.


Also speaking, Deputy Commerce Minister for Administration, Wilfred J.S. Bangura,   observed that with Liberia’s attractive landscapes, including mountains, beaches and species of animals, the country is not far from being a place of tourist interest and destination to different nationals across the globe.


Deputizing for Commerce and Industry Minister, Madam Mawine G. Diggs, he added that Liberia’s existence as a nation state in such geography, intertwined with traces of Western civilization, including   indigenous and traditional values, diverse cultural traces,   history, music, songs and dances provides   substance that call for the attraction of foreign nationals.


Giving the vote of thanks, the Minister of Information, Cultural Affairs and Tourism (MICAT), Ledgerhood Julius Rennie, said he was deeply touched by the level of collaboration and the sense of nationalism infused into the launching of Tourism and Marketing Strategy.


The official unveiling of Liberia’s first Tourism and Marketing Strategy by President Weah has been widely hailed by many  Liberians  as a  milestone development,  attributed to collaborative efforts between the  International Trade Center (ITC) and United Nations World Tourism Organization (UNWTO) on the one hand, and the  Liberian Government on the other hand, through sector institutions, including  the Ministry   of Information, Cultural Affairs and Tourism (MICAT) and the Ministry of   Commerce and Industry (MoCI), with funding from the Enhanced Integrated Framework (EIF) Program.


The program takes place at a time Liberia is commemorating its Bi-Centennial Program with a huge euphoria. The Project has several objectives, including increasing knowledge and awareness on the sector; developing service facilities for tourists and improving coordination and advocacy, specifically about governance, other issues of relevance to the tourism sector and to promote the sector to local, regional and international markets. 


The Liberian Tourism Development Project stems from the 2016-2020 National Export Strategy on Tourism and serves as a response   to the implementation of the Strategy.

The Project further seeks to develop the tourism sector offerings by improving the policy environment and institutional capacity; develop new tourism destinations around surfing and other historical and natural attractions.

The initiative is also aimed at establishing    a tourism information booth at the Roberts International Airport, develop reception facilities for tourists, at the Robertssport beachfront, Marshall Island, and develop   a tourism marketing strategy and brand identity for Liberia, with focus on Robertsport as a surf tourism destination.


The program attracted speeches from relevant institutions, including the International Trade Center (ITC), Tourism Development Project, United Nations World Tourism Organization (UNWTO), Enhanced Integrated Framework (EIF) and the Liberia National Tourism Association (LINTA).



Jacob N.B. Parley


Communications Director

Ministry of Commerce and Industry

Contacts: 0777604576/0886560455


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