LNTA Launches Major Awareness Campaign to Boost Sector Compliance

The Liberia National Tourism Authority (LNTA) has launched an intensive awareness and compliance campaign across Monrovia and parts of Montserrado County, signaling a major effort to strengthen regulation and formalization within the country’s growing tourism sector. Roadshows and Direct Engagements with Tourism Operators The weekend-long initiative featured roadshows, outreach visits and the distribution of informational materials to businesses across the tourism value chain — including hotels, entertainment facilities, and beach operators. 

The objective is to encourage operators to register with the Authority and obtain the required permits to operate legally. Speaking during the Friday, March 21 roadshow, Princess Eva Cooper, Director General of the LNTA, said the Authority is a newly established public institution mandated to lead, regulate, and transform the tourism landscape in Liberia. Regulation as a Foundation for Growth According to Cooper, the campaign aims not only to share information but also to deepen cooperation between the Authority and sector stakeholders. “The roadshow is about creating awareness for tourism businesses and showing compliance and letting businesses know that LNTA is here to support them,” she explained. “For the sector to grow, there must be regulation. 

We are urging businesses to get registered with the Authority.” She added that the LNTA will continue guiding operators through the registration process while developing supportive policies. Registered and compliant businesses will receive increased visibility on the Authority’s official platforms and gain access to national tourism events and promotional opportunities. A New Era for Liberia’s Tourism Governance The LNTA was established under the Liberia National Tourism Act of 2025, signed into law by Joseph Nyuma Boakai. The Act designates the Authority as the primary government institution responsible for developing, promoting, and regulating tourism. Before the creation of the LNTA, tourism oversight fell under the Ministry of Information, Cultural Affairs and Tourism, a structure many stakeholders viewed as insufficiently focused. 

Establishing the LNTA was therefore seen as a strategic reform that would provide autonomy, improved management, and dedicated sectoral leadership. Early Institutional Achievements Among its first accomplishments, the Authority facilitated Liberia’s re-admission to the UNWTO, reconnecting the country with global tourism networks, standards, and partnerships. Tourism Positioned as a Driver of National Development The ongoing awareness campaign is part of broader national efforts to reposition tourism as a catalyst for job creation, cultural preservation, and economic diversification aligned with Liberia’s long-term development agenda.

Anthony Gray 

Email: bishoptonygray@gmail.com 

Contact: 0777308943