Liberia’s Tourism Revolution: Unlocking Nature, Culture, and Opportunity

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In the heart of Voka Mission near Paynesville, Liberia, the afternoon sun casts long shadows over a group of young footballers chasing a ball under sprawling trees. For Chris Onanuga, Liberia’s newly appointed presidential envoy for tourism, this everyday scene is more than community leisure; it’s a symbol of a nation ready to redefine itself. Once known for conflict, Liberia is emerging as a destination where vibrant culture, untouched nature, and adventure converge, poised to become West Africa’s next tourism frontier.

With two-thirds of Liberia’s population under 30 and facing limited job prospects, Onanuga sees tourism as a catalyst for economic renewal. “Tourism is more than business. It’s proof that Liberia can offer beauty, not just resilience,” he says, envisioning a rebrand driven by “one flight, one farm, one fried breadfruit at a time.” By leveraging Liberia’s natural and cultural wealth, tourism could unlock jobs and opportunities for a generation eager to shape the future.

Liberia’s assets are undeniable: 560 kilometres of pristine sandy coastline, warm Atlantic waters, and world-class surfing waves. Sapo National Park, a biodiversity hotspot, shelters endangered species in one of the last stretches of Upper Guinean Forest. The country’s 16 tribes weave a rich cultural tapestry of languages, dances, and culinary traditions, from Barbadian-inspired breadfruit to Nigerian-spiced dishes. This blend of nature and heritage forms the backbone of Liberia’s tourism potential.

 

A Revived Vision for Tourism

Liberia’s tourism journey has faced setbacks. A decade ago, under former President Ellen Johnson Sirleaf, tourism was declared a priority, with a 2016 strategy outlining youth training, a hospitality school in Robertsport, and community tourism pilots. Progress stalled under the subsequent administration, but President Joseph Boakai, Sirleaf’s former vice president, reignited the agenda in 2024. 

In June 2025, the Liberia National Tourism Authority (LNTA) launched as an independent body, tasked with transforming Liberia into a global destination. Onanuga is steering the LNTA through a pivotal 90-day setup phase, establishing offices, hiring staff, and crafting Liberia’s first standalone tourism strategy. 

The government aims to boost economic growth, targeting $1 billion in tourism revenue and a 10 percent rise in visitors by developing 15 eco-tourism sites, including Nimba Reserve, Sapo National Park, and Robertsport. To ease access, Liberia has introduced an e-visa system and is upgrading airport infrastructure, though timelines for road improvements to key sites remain unclear.

 

Learning from Neighbours, Embracing Heritage

Onanuga draws inspiration from Ghana, which earned $4.8 billion from 1.3 million tourists in 2024, partly by engaging Africa’s diaspora. Liberia, with historical ties to the United States and Caribbean nations founded by formerly enslaved people, aims to tap similar connections. “We’re not just selling destinations. We’re selling Liberia’s cuisine, heritage, and identity,” Onanuga says. The diaspora is already investing in farms, homes, and businesses, laying the groundwork for a tourism-driven economy.

The LNTA is also partnering with content creators, bloggers, and influencers to amplify Liberia’s brand. Legal reforms are underway to regulate the sector, ensuring accountability and setting the stage for global promotional campaigns targeting both domestic and international audiences.

 

Conservation as a Cornerstone 

Conservation is central to Liberia’s tourism vision. At Sapo National Park, threats from logging, mining, and deforestation loom large, but tourism offers alternative livelihoods for local communities. The Second Chance Chimpanzee Rescue Liberia, in collaboration with the LNTA and the National Public Health Institute, is developing a visitor program focused on chimpanzee welfare and education. Plans include a viewing platform and sessions to combat the illegal bushmeat trade, aligning conservation with tourism.

However, conservation biologist Annika Hillars emphasises local ownership: “This isn’t about parachuting in foreign tourists. It has to be built by Liberians, for Liberians, or it’s just another paper promise.” Community-based ecotourism efforts, disrupted by the COVID-19 pandemic, are being revived to balance preservation with local needs.

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Despite the momentum, challenges persist. Critics, including former foreign minister Togar Gayewea McIntosh, argue that the LNTA’s creation before infrastructure and training risks repeating past failures. “Tourists don’t walk on policy—they walk on roads, fly into airstrips, eat in hotels, and dance with our people,” McIntosh says. He advocates for a five-year plan prioritising roads, hotels, and trained guides before institutionalising the Authority.

Onanuga acknowledges these concerns but insists progress begins with action. “You don’t wait for perfection. “We’re building the structure, offices, technicians, transport, and training,” he says. His dual focus includes immediate domestic engagement and long-term planning, emphasising ecotourism, culinary tourism, and cultural heritage. “Gastronomy encompasses our food, dances, and beliefs. That’s where our identity lives.”

 

Local Voices, Local Impact

In Robertsport, a surf town on Liberia’s western coast, Philip Banini runs a guesthouse catering to surfers and eco-tourists. A pioneer of Liberia’s surf community, he sees untapped potential but struggles with poor road conditions, a three-hour, pothole-riddled drive from Monrovia. “If the government invested in roads and surf tourism, Robertsport could thrive,” Banini says. “When tourists come, the whole town eats. When they don’t, we all feel it.”

 

A Collective Movement

Onanuga remains optimistic, framing tourism as a collective effort involving private citizens, communities, and the diaspora. “With or without donor funding, we must exist,” he says. Strong regulations on mining, logging, and farming are needed to ensure tourism coexists with conservation and industry, a challenge requiring political will.

Liberia’s tourism sector stands at a crossroads. With abundant natural beauty, rich culture, and a youthful population, the foundations are set for a transformative chapter. Strategic investments, infrastructure, and inclusive partnerships are critical to turning potential into sustainable growth that uplifts all Liberians. As Onanuga puts it, “We’ve moved from theory to practice. Now, it’s about building a Liberia the world wants to discover.”

 

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Frequently Asked Questions (FAQs) and Answers

What makes Liberia a unique travel destination?

Liberia offers 560 kilometres of pristine Atlantic coastline, world-class surfing in Robertsport, biodiverse rainforests like Sapo National Park, and a rich cultural tapestry from its 16 tribes. Its historical ties to the African diaspora, vibrant cuisine, and emerging ecotourism initiatives make it a unique, authentic destination.

Is it safe to travel to Liberia in 2025?

Liberia has made significant strides in stability and is actively promoting tourism with improved infrastructure, such as an electronic visa system and airport upgrades. As with any travel, visitors should stay informed about local conditions and follow travel advisories.

What are the top attractions to visit in Liberia?

Key attractions include Sapo National Park for wildlife and rainforest exploration, Robertsport for surfing and beach vibes, Nimba Reserve for eco-adventures, and cultural experiences like traditional dances and Liberian cuisine in local communities.

How is Liberia improving its tourism infrastructure?

The Liberia National Tourism Authority (LNTA), launched in June 2025, is developing a standalone tourism strategy, upgrading airport facilities, introducing e-visas, and partnering with influencers to promote the country. Road improvements to key sites like Sapo National Park are also in progress.

How does tourism benefit Liberia’s economy and communities?

Tourism is a key driver for job creation, especially for Liberia’s youth (two-thirds of the population is under 30). It supports local businesses like ecolodges and guesthouses, fosters conservation efforts, and encourages diaspora investment in farms and infrastructure.

What is the best time to visit Liberia?

The dry season (November to April) is ideal for visiting Liberia, offering sunny weather perfect for beach trips, surfing, and exploring national parks. The wet season (May to October) brings lush greenery but may affect travel due to rain.

How can travellers support sustainable tourism in Liberia?

Choose eco-friendly accommodations like Libassa Ecolodge, engage with community-based tourism initiatives, and support conservation programs like the Second Chance Chimpanzee Rescue. Respect local cultures and prioritise businesses that employ Liberians.