Assistant Minister Hon Princess Turkolon Develops A Qualitative Concept For The Promotion Of Tourism In Liberia: A Path To Rebuilding A Vibrant Tourism Industry In The Country

Tourism plays a very major role in the national economy of the country. It contributes to income creation and generation of jobs, and years back a large number of tourists visited Liberia as a result of its attractive low and sandy coastal plains, with miles of beaches interspersed with bar-enclosed lagoons, mangrove swamps, and a few rocky promontories. Due to the 14 years of bloodshed in Liberia, the economy, including the tourist industry, was badly damaged. With the launching of the Tourism Association few years ago, the tourism sector in the country started to get on its path.

Now, to strictly gain its relevance, the Assistant Minister for Culture and Tourism at the Ministry of Information, Culture and Tourism, Hon. Princess Turkolon sees tourism as an important vehicle that would help strengthen the national economy of the Liberian state. Meanwhile, she has through her hard work and commitment created a platform upon which she's going to tirelessly work in building a strong and attractive tourism industry in the country.

Community-based tourism
The business community and the local authorities have at times strong-armed the local community when taking decisions in the tourism industry. This is detrimental for many reasons. The most obvious is that the community includes those people who truly create that diverse experience for the visitor through hospitality and service.

Hospitality and service are two of the most basic qualitative factors in the tourism industry. In Liberia today, the terms are used rather mechanically instead of referring to genuine human interaction. Hon Princess Turkolon who is keen on implementing sustainable tourism have placed those elements in focus.

One practical example of her policy for sustainable tourism is community-based tourism. This form of tourism could work for all stakeholders including local communities and is being developed as a method for making the activity more responsible and beneficial to the host community.

Community-based tourism is challenging to implement; financial resources are a common barrier. However, human resources need to be bolstered as well. In dealing with those challenges, the minister has built strong synergies based on trust and honesty between international and local stakeholders, and to maximise those skills which each group or organisation can provide the project or initiative with as she aim to build a vibrant tourism industry in the country.

Though a short-term strategic approach brings with it a problem––stakeholder fatigue, any project or initiative that is undertaken needs to happen within a specific timeframe and produce an outcome with little flexibility, leaving stakeholders’ hands tied when new, potentially unproven opportunities which come along.

The minister also sees marketing which is consequential in building better tourism industry in Liberia as an integral part of her plan. Cutting into the market share of any established tourism industry means looking for that potential client who wants to be at a destination rather than the one who happens to be there. She aims to persuade practitioners that new and diverse experiences can offer a broader perspective of a destination and reduce the uncertainties of the mainstream markets. This also, however, feeds into the first issue of financial resources. The minister also envisioned the need to rebrand the country's tourism industry to attract a different kind of tourist.

Anticipating the communities
The research project to develop community-based tours, which is being spearheaded by the Ministry of Information, Culture and Tourism, particularly under the auspices of the Assistant Minister for Culture and Tourism, Hon Princess Turkolon will provide the basis for developing a strategy or policy document on the introduction of community-based tourism for the country and may even serve as a template for other destinations.

The project will be developed in five stages. The young and energetic minister deems it germane to begin with the development of itineraries and maps together with local councils, local businesses, and the local community. These itineraries list those places of interest in any locality (town or village) that have socio-cultural value as well as a living history. These itineraries will serve as a guide for visitors who would like to learn more about the locality, but will also be a vehicle through which the local community can develop a sense of awareness and belonging, a vital element in the creation of a sustainable and authentic visitor experience.

The next stage consists of the marketing for the itineraries and maps. Online and social media are key, as well as up-to-date, informative, and attractive printed materials. This stage also involves meetings with the industry stakeholders, including incoming travel agents and hoteliers. It is vital that a close, collaborative, and continuous relationship is established between all the stakeholders at this point.

The third stage involves the development of community-based tours, activities where the visitors will have the opportunity to meet the locals rather than simply looking at the places they inhabit. This whole process will mirror the development of the itineraries and maps, turning it into a collaborative effort that meets the needs of all involved.

At the next stage, the community-based tour will undergo a marketing process that is unique. Rather than looking at promoting this tour for groups, it will offer an opportunity for one-to-one personalised hospitality and service. Besides an online presence, there will also be hospitality meetings with potential visitors who prefer this more individual experience.

The final stage will consist of a continuous study to monitor the progress of the community-based tour and itineraries. The monitoring will be used to tweak and perfect the original project.

Promoting practicable tourism in Liberia
The minister is with the conviction that implementing this programme will also require a shift in perspective, a change in the way we look at tourism and tourists as well as Liberian citizens' role with that transaction.

Although this shift is a challenge; financial means are another hurdle as are the differing aims of organisations, however, consistent and continuous commitment by all the key stakeholders through dialogue, trust, and synergy combined with rigorous planning and implementation of a long-term plan that satisfies the needs of all involved is the only way towards such integrated, holistic, and inclusive tourism strategy. It needs to be sustainable and responsible to offer the quality destination the country's tourism industry deserves.

As part of her plan to strengthen the tourism sector in Liberia, the honorable minister also created a picture of attraction for the Providence Island's project and other places in the rural areas. All we have to do is work together.

Alpha G. Gray is a student of the University of Liberia reading Biology major with emphasis in Medical Science. He is so passionate about his field of study and wants to make the case in his scientific life. He is also a modern columnist and a youth and student activist. He can be contacted via ([email protected]) ([email protected])