President George Weah, on 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.
At the launching ceremony, President Weah indicated that the country is endowed with immense cultural and tourism potential. He said Liberians should 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 blessed with a striking coastline of over 560 kilometers. We have unique flora and fauna, largely unexplored wildlife, and an excellent ocean tide, thus making Liberia an ideal destination for tourism”, the President added.
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 Liberian Leader said the sector 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,” President Weah noted.
The President called 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.
He thanked the International Trade Center and United Nations World Tourism Organization for their strong support and collaboration. And also thank the Enhanced Integrated Framework Program for funding the project. Mr. Weah expressed hope that the other components of the project will be implemented and completed as planned.
President Weah acknowledges 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.
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