Before the Liberian Senate Committee on Autonomous Agencies and Commissions, the Director-General Designate of the newly established Liberia Tourism Authority (LTA), Princess Cooper, pledged to “awaken the sleeping giant” by revamping Liberia’s long-neglected tourism sector. Cooper appeared alongside the Deputy Director-General Designate, Atty. Dokpa K. Norris Jr., as the pair faced confirmation hearings as the first leaders of the authority, recently transitioned from the Ministry of Information, Cultural Affairs and Tourism (MICAT).
With the LNTA now autonomous, the new leadership is expected to drive growth in what many describe as a “virgin portion” of the Liberian economy. Speaking with confidence and purpose, Cooper described Liberia as “a sleeping giant whose tourism sector has an abundance of potential but lacks growth due to numerous factors.” She emphasized that the sector has remained dormant for too long, despite Liberia’s unmatched natural and cultural assets. She outlined her vision for a comprehensive rebranding of Liberia as a global destination and stressed that Liberians must be educated and sensitized to appreciate the benefits of tourism.
According to her, the country is rich with natural wonders, historic and cultural heritage sites, rainforests such as Sapo National Park, Providence Island which holds a significant part of Liberia’s founding story and vibrant indigenous communities whose histories must be preserved and promoted. Cooper said she will work closely with government agencies, development partners, and the private sector to reposition Liberia as a destination of choice, inviting visitors from around the world to experience what she called “the Liberian experience.”
She added that collaboration with international travel authorities and agencies will be essential for showcasing the country’s natural beauty and unique cultural heritage to global audiences. She underscored the need for accurate and consistent tourism data, noting that Liberia lacks the statistics necessary to properly market the country or attract major investment. Reliable data, she said, is key to building public-private partnerships and making informed policy decisions. Cooper explained that the LNTA must align with international best practices to produce dependable tourism statistics that guide strategic planning and investment. Strengthening frameworks that encourage transparency, accountability, and quality service delivery will be central to this effort.
LNTA expected Boss discussed her recent visits to several counties, including Grand Bassa, Sinoe, and Nimba, where she encountered a range of natural and cultural tourism assets. These visits, she said, strengthened her belief that Liberia possesses high-quality facilities, breath-taking natural wonders, and cultural landmarks that remain largely unknown outside the country.
She pledged to ensure that these assets are identified, enhanced, and marketed in ways that elevate Liberia’s international image. For too long, she noted, Liberia has been absent from the global tourism map, and it is time for the nation to reclaim its place. As a member of the United Nations World Tourism Organization, Liberia is well-positioned to strengthen its tourism footprint with the right leadership and strategy.
Author: Zac T. Sherman
