Liberia Launches National Tourism Authority, Paving Way for Sector-Led Economic Growth
In a defining moment for Liberia’s economic diversification, President Joseph Nyuma Boakai, Sr. has officially inaugurated Ms. Princess Eva Cooper as the first Director General of the newly established Liberia National Tourism Authority (LNTA). The commissioning, held at the Executive Mansion on January 20, 2026, marks the operational launch of the 2025 Liberia National Tourism Act—signaling a strategic shift towards leveraging the country’s cultural and natural treasures as engines for job creation and foreign exchange.
This legislative move amends Title 30 of the Public Authorities Law, giving birth to a centralised framework for tourism promotion, regulation, and development. Ms. Cooper is joined in leadership by Mr. Dogba K. Norris, Jr., newly appointed Deputy Director General for Planning, Research, and Development—together tasked with steering a sector long viewed as underutilized in Liberia’s economic landscape.
President Boakai’s remarks at the ceremony underscored the gravity of public service, describing official roles as a “covenant” with the Liberian people rather than mere privileges. Under the administration’s ARREST Agenda—which prioritizes Agriculture, Radios, Roads, Education, Sanitation, and Tourism—he called for leadership marked by integrity, humility, and discipline, declaring that true authority “must be beaten for all Liberians, not just a select few.”
The LNTA’s creation signals a new era for Liberian tourism, addressing historical barriers such as poor infrastructure, limited global visibility, and fragmented coordination. The Authority is charged with unifying efforts to showcase Liberia’s pristine coastlines, vibrant cultural heritage, and untapped potential to both local and international audiences. Early strategies include partnerships with global organizations like the International Trade Centre to cultivate niche markets—notably, the development of surf tourism, which holds promise for attracting specialized international travelers.
While Liberia’s tourism receipts reached a previous high of nearly USD 46 million in 2015—amounting to around 6.96% of GDP—sector development has long been hindered by gaps in connectivity and promotional capacity. The outlook for change is optimistic: GDP growth reached an estimated 4.8% in 2024, with tourism, hospitality, and transport emerging as robust drivers of national growth. Domestic tourism is also poised for a decade of expansion, as analysts predict rising demand for cultural and community-based experiences.
For industry professionals in Africa, Liberia’s move to centralize and invest in tourism development offers a compelling case study in sector-led economic transformation. The new Authority provides a platform for cohesive branding, strategic product development, and professionalization—key ingredients for attracting international visitors and boosting local employment. The targeted embrace of specialty segments such as surf tourism illustrates how even smaller destinations can carve out competitive advantages in the global marketplace.
The President’s broader message to public officials—reminding them that true leadership is measured by “service rendered, not privilege enjoyed”—is especially resonant as Liberia embarks on this journey. The success of the LNTA under Ms. Cooper’s leadership will be closely watched by regional peers eager to see how Liberia can convert its natural beauty and cultural wealth into sustainable, inclusive growth.
The next few years will be decisive for Liberia’s tourism sector. With dedicated leadership, a clear legal mandate, and a renewed focus on collaboration, the country stands poised to establish itself as a distinctive destination on Africa’s tourism map—inviting the world to discover its hidden gems and support its broader economic revival.
