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Sierra Leone declares 2026 the ‘Year of Culture and Creativity’ after landmark ecotourism drive Sierra Leone declares 2026 the ‘Year of Culture and Creativity’ after landmark ecotourism drive

Sierra Leone’s 2026 Focus on Culture and Creativity Set to Transform Tourism and Economic Growth

Sierra Leone is charting a bold new course for its tourism and creative sectors, officially declaring 2026 as the Year of Culture and Creativity. This announcement, made by Minister of Tourism and Cultural Affairs Nabeela Farida Tunis on December 29, 2025, signals a strategic pivot from the country’s successful Year of Ecotourism campaign in 2025. The new initiative is designed to harness the nation’s rich cultural heritage and creative industries as engines for unity, economic opportunity, and sustainable developmen.

Throughout 2025, Sierra Leone’s tourism authorities placed a strong emphasis on responsible travel, environmental stewardship, and community engagement. The Year of Ecotourism campaign, led by the Ministry of Tourism, promoted eco-friendly experiences and highlighted the importance of safeguarding both natural and cultural resources. This approach not only expanded economic opportunities but also fostered a sense of ownership and pride among local communities, laying a solid foundation for the next phase of national developmen.

Building on this momentum, the declaration of 2026 as the Year of Culture and Creativity marks a deliberate shift towards celebrating and leveraging Sierra Leone’s diverse traditions, languages, music, arts, and creative skills. Minister Tunis described the initiative as “a powerful national statement of who we are as a people,” emphasizing the country’s resilience, innovation, and deep-rooted cultural diversity. The campaign aims to position culture and creativity at the heart of national cohesion, peace, and inclusive economic growth, recognizing their vital role in shaping Sierra Leone’s future.

The creative economy already contributes significantly to Sierra Leone’s GDP and employment, with strongholds in fashion, textiles, crafts, audiovisual media, publishing, and music. Yet, as highlighted by recent sector analyses, cultural and heritage tourism remains an area of untapped potential. By spotlighting these assets, the Year of Culture and Creativity is expected to unlock new opportunities for investment, job creation, and international collaboration, while restoring dignity and creating sustainable livelihoods for communities across the country.

Minister Tunis has called on Sierra Leoneans at home and abroad, as well as international partners, to actively participate in the year-long initiative. The campaign is designed to be inclusive, reinforcing the idea that tourism and cultural development are shared national responsibilities. This collective approach aligns with Sierra Leone’s broader development priorities and global frameworks on culture, sustainability, and partnership, underscoring the government’s commitment to people-centred progress.

For Africa’s tourism industry professionals, Sierra Leone’s evolving strategy offers valuable insights into the power of coordinated national branding and the importance of integrating culture and creativity into tourism development. The focus on sustainable, high-value-added growth is particularly relevant for the continent, where cultural assets and creative industries are increasingly recognized as key drivers of economic transformation and international appeal.

As Sierra Leone embarks on this new chapter, the Year of Culture and Creativity stands as an invitation to rethink how destinations across Africa can leverage their unique heritage and creative talent. The initiative not only promises to elevate Sierra Leone’s profile on the global stage but also serves as a model for inclusive, sustainable tourism that benefits both present and future generations.