By Godgift Harris
The Liberia National Tourism Authority (LNTA), has launched an ambitious and transformative nationwide awareness campaign.
The exercise signaled a bold new chapter in the tourism development agenda.
The campaign officially commenced with a high-impact roadshow across Montserrado County on Friday, March 20, 2026, marking the first-ever initiative of its kind by the Authority.
The event underscores a renewed national commitment to building a vibrant, well-regulated, and globally competitive tourism sector.
At the forefront of this groundbreaking initiative is the dynamic leadership of Princess Eva Cooper, Director of the LNTA, whose vision continues to reposition tourism as a powerful engine for economic growth, job creation and national pride.
A new era of tourism awareness and compliance taking its message directly to the streets, communities and business centers, LNTA outreach teams engaged hundreds of stakeholders, including hotel operators, travel agencies, airlines, entertainment providers and small-scale entrepreneurs.
The roadshow placed strong emphasis on the importance of licensing, business registration, and timely fee payment critical pillars for ensuring professionalism, credibility and long-term sustainability within the tourism sector.
Through direct engagement, LNTA officials provided practical guidance, addressed concerns, and distributed educational materials aimed at helping businesses better understand regulatory requirements and the benefits of compliance.
According to the Authority, ensuring that tourism operators are properly licensed and registered is essential to maintaining service standards, protecting consumers, and enhancing Liberia’s image as a safe and attractive destination.
“This awareness campaign is not just about regulation; it is about empowerment. We want every tourism-related business to understand the value of working with the LNTA, complying with national standards, and contributing meaningfully to Liberia’s development,” Madam Cooper said. Participants were introduced to the diverse attractions, encouraging both citizens and businesses to take pride in promoting domestic tourism.
The campaign also underscores the importance of preserving Liberia’s cultural identity and natural environment, positioning tourism as a tool for sustainable development and community empowerment.
Nationwide expansion in focus,
while the Montserrado launch marks a significant milestone, the LNTA has confirmed plans to extend the Awareness Roadshow to other counties in the coming months.
The rollout is expected to deepen public understanding of tourism’s role in national development and ensure that even remote communities benefit from the tourism transformation agenda.