Monrovia, Liberia - The President of the Republic, His Excellency George Manneh Weah, Thursday, January 27, 2022, launched the National Tourism Marketing and Branding Strategy, describing the country’s potential as heavily endowed and lucrative for investment. 

 

 

The Ministry of Information, Culture Affairs and Tourism (MICAT) and its partners have embarked upon a tourism branding process as a roadmap to develop and market Liberia’s emerging tourism sector which has long remained untapped.

 

 

In a launching statement of the initiative, President Weah indicated that “our country is endowed with immense cultural and tourism potential”.

 

 

He said Liberians take special pride in the diversity of their heritage and tourist attractions—the lush green vegetation, beautiful waterfalls, pristine beaches, and other stunning landscapes.

 

 

“We are also blessed with a striking coastline of over 560 kilometers,” the President added: “We have a unique flora and fauna, largely unexplored wildlife and an excellent ocean tide, thus making Liberia an ideal destination for tourism.” 

 

 

The Liberian Chief Executive expressed delighted launching the National Tourism Marketing and Branding Strategy which unarguably “is a first in our country’s history.”

 

 

He reiterated his administration’s commitment to investing in tourism and making it a key sector to drive the country’s economic growth. 

 

 

The sector, Dr. Weah said, has the potential to create employment for thousands of Liberians, while contributing to revenue generation.

 

 

“Tourism development brings together all sectors, including the private sector, which is an important engine of growth and economic development,” The President noted, calling on actors in the private sector to play a major role in the development of the Liberian tourism industry, either as independent entrepreneurs, or through public private partnerships with the Government.

 

 

“Let me at this point convey my sincere gratitude to the International Trade Center and United Nations World Tourism Organization for their strong support and collaboration.  We also would like to thank the Enhanced Integrated Framework Program for funding this project.  I am hopeful that the other components of this project will be implemented and completed as planned’, Dr. Weah noted.

 

 

He thanked the Ministry of Information, Cultural Affairs and Tourism, the Liberia Tourism Association, and the Ministry of Commerce and Industry, for working in partnership to lay the foundation for the important initiative.