A team of 5 Journey Tourism and Acorn Tourism experts (marketing strategist, communication expert, brand strategist, market research expert and e-marketing expert) worked closely with the National Tourism Board to deliver the project. Since producing the marketing strategy and new brand, Sierra Leone has made significant strides in implementing the strategy and raising its international tourism image and arrivals, among others through appointment of market-based representatives, launching an active e-marketing campaign and developing relevant products and experiences.
The project entailed primary research among the international travel trade, intensive workshops with more than 200 stakeholders in all the regions of Sierra Leone throughout the various project phases, field trips to assess tourism products and experiences and accompanying the National Tourism Board on best practice fact finding missions.
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