Liberia Launches Nationwide Campaign to Formalise Tourism Sector
The Liberia National Tourism Authority (LNTA) has launched a nationwide campaign to formalise the country's tourism sector, focusing on business registration, service standards, and regulatory compliance. Unveiled during a high-profile roadshow across Monrovia, the initiative marks a shift towards a more structured, results-driven approach under the 2025 Liberia National Tourism Act, which established the LNTA as a standalone regulatory and promotional body. Tourism businesses - including hotels, travel agencies, entertainment centres, and car rental services - have been given a 90-day grace period to register, after which enforcement measures, including possible closures, will apply to non-compliant operators.
Director General Princess Eva Cooper has emphasised that the campaign's primary objective is to raise service standards across the industry, stating that businesses must consistently deliver on their rated classifications. Following the Monrovia launch, the campaign will extend to Bomi, Grand Bassa, and Grand Cape Mount counties, targeting key tourism corridors and emerging destinations. The LNTA says stronger compliance will also support efforts to rebrand Liberia internationally, positioning the country's beaches, historic sites, and cultural heritage as competitive drawcards - with the broader aim of increasing tourism revenue and creating employment opportunities.
Source: Front Page Africa Online