By Millicent Senava Mannah
Sierra Leone’s drive to reposition itself as a competitive tourism destination received a major boost on Monday 1st September, 2025, with the launch of a five-day Service Excellence Training workshop for frontline workers in the hospitality and tourism sector.
The program, hosted at the Lungi International Airport Hotel, is spearheaded by the Ministry of Tourism and Cultural Affairs (MTCA) in partnership with its sub-vented agencies, the National Tourist Board and the Monuments and Relics Commission. It is being delivered with support from the World Bank through the Sierra Leone Economic Diversification Project (SLEDP).
The training brings together airport personnel, hotel staff, and employees from a wide range of tourism establishments across the country. Organizers say the goal is to strengthen Sierra Leone’s tourism workforce by equipping participants with the skills, confidence, and practical knowledge required to deliver seamless, world-class customer service.
Over the course of the workshop, participants will benefit from interactive sessions and hands-on demonstrations designed to improve key service areas, including hotel front desk operations, immigration, and customs procedures. The focus, according to officials, is to ensure that every visitor enjoys a smooth and memorable experience from the moment they land at the Freetown International Airport until their departure.
Facilitating the training is a team of professional consultants with extensive international experience in hospitality and tourism management. Using role-play exercises, case studies, and globally recognized best practices, they aim to empower Sierra Leone’s frontline workers with modern service delivery techniques adapted to the country’s unique tourism context.
Explaining the purpose of the program, Idrissa Bangura, Deputy Director of Tourism Travel and Exchange Programs, underscored that the initiative is more than a training exercise, it is an investment in Sierra Leone’s image and future.
“The Service Excellence Training is designed to equip frontline workers with practical customer service skills, improve Sierra Leone’s image as a welcoming destination, enhance visitor satisfaction and loyalty, and create new opportunities for young people and communities through sustainable tourism,” Bangura said. He emphasized that service excellence is “the foundation for competitiveness” in global tourism and directly aligns with Sierra Leone’s focus on ecotourism following last year’s Tourism for All campaign.
The launch event brought together government representatives, private sector leaders, community stakeholders, and traditional authorities. Speakers highlighted the critical role of frontline workers in shaping the country’s reputation, noting that Lungi, as Sierra Leone’s main entry point, must set the tone for professionalism and hospitality.
They also pointed to the strategic timing of the initiative, as Sierra Leone prepares to assume the Chairmanship of ECOWAS, a development expected to attract increased regional and international attention. “Empowering young people and investing in service standards is not only timely but essential for the country’s future,” one official remarked.
Delivering the keynote address on behalf of the Minister of Tourism and Cultural Affairs, Madam Nabeela Tunis, Deputy Secretary Sahr Philip Morsay described the training as a “pivotal moment” in Sierra Leone’s tourism journey.
“While natural beauty and cultural heritage attract visitors, it is the warmth, professionalism, and excellence of human interaction that truly define the visitor experience,” Morsay said. He extended gratitude to the World Bank for financing the program, calling it a direct investment in the human capital that powers Sierra Leone’s tourism industry.
The Service Excellence Training marks another step in Sierra Leone’s broader efforts to strengthen its tourism sector, create sustainable jobs, and promote inclusive economic growth. By raising service standards and improving visitor experiences, officials say the country is positioning itself to compete on the global stage as a peaceful, welcoming, and world-class destination. For many of the participants, the program represents more than professional development, it is an opportunity to play a role in shaping Sierra Leone’s tourism narrative at a time when the nation is opening its doors to greater regional and international engagement
