Establishing Sierra Leone as Europe's Next Eco-Adventure Frontier
The Brief
To introduce Sierra Leone to the European market as a vibrant emerging travel destination—celebrated for its untouched biodiversity, rich culture, and commitment to eco-conscious tourism, attracting adventure seekers eager for authentic, off-the-beaten-path experiences.
Our Approach
We launched a dynamic, Europe-wide trade and media campaign, spotlighting Sierra Leone’s pristine landscapes and extraordinary wildlife. Through strategic media outreach and trade engagement, we positioned the country as a top choice for nature-loving travellers and adventure-seekers eager for authentic, off-the-beaten-path experiences.
We identified and engaged the most relevant travel media and industry contacts, aligning with those passionate about emerging destinations and sustainability.
We partnered with African travel experts, hosting bespoke fam trips that brought Sierra Leone’s raw beauty and eco-adventures to life.
Our travel trade fair strategy saw Sierra Leone stand out with impactful on-stand activations, expert panels, and exclusive one-on-one meetings—connecting directly with top-tier tour operators and leading agents.
We strengthened visibility through membership in key travel associations, targeted training for agents, and collaborative promotions with sustainability-focused tour specialists increasing industry advocacy.
Supporting this activity, we leveraged our senior contacts and secured top-tier features in renowned publications like The Financial Times and Wanderlust, helping to build Sierra Leone’s reputation as a must-visit destination for conscious, curious travellers.
