Sierra Leone Signs AI Tourism Marketing Deal with Passporter
Sierra Leone's Ministry of Tourism and Cultural Affairs signed a Memorandum of Understanding with digital tourism company Passporter Limited on 16 July 2026, launching a three-month pilot of an AI-powered destination marketing platform. The agreement, signed by Fatmata Milda Carew, General Manager of the Sierra Leone National Tourist Board, and Passporter CEO Diego Rodriguez Royo, aims to strengthen the country's digital tourism presence, improve destination visibility, and generate data to support policy and investment decisions.
The pilot will integrate Passporter's AI Trip Planner into the Ministry's website, introduce big data analytics, and deploy dedicated digital marketing tools for Sierra Leone's tourism sector. Passporter CEO Rodriguez Royo noted the partnership followed a recommendation from UN Tourism, reflecting the company's track record across Africa, Asia, and South America. The Ministry also confirmed plans to engage local tourism and hospitality businesses ahead of a potential expansion beyond the pilot phase, with capacity-building and training of Sierra Leonean staff forming a core component of the initiative.
Source: VoyagesAfriq
