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Liberian National Export Strategy on Tourism 2016-2020

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Liberian National Export Strategy on Tourism 2016-2020 LIBERIAN NATIONAL EXPORT STRATEGY ON TOURISM 2016-2020 © shutterstock Republic of Liberia This strategy was developed on the basis of the process, methodology and technical assistance of the International Trade Centre ( ITC ) within the framework of its Trade Development Strategy programme. ITC is the joint agency of the World Trade Organization and the United Nations. As part of the ITC mandate of fostering sustainable development through increased trade opportunities, the Trade Development Strategy programme offers a suite of trade-related strategy solutions to maximize the develop- ment payoffs from trade. ITC-facilitated trade development strategies and roadmaps are oriented to the trade objectives of a country or region and can be tailored to high-level economic goals, specific development targets or particular sectors, allowing policymakers to choose their preferred level of engagement. The views expressed herein do not reflect the official opinion of ITC. Mention of firms, products and product brands does not imply the endorsement of ITC. This document has not been formally edited by ITC. The International Trade Centre ( ITC ) Street address: ITC 54-56, rue de Montbrillant 1202 Geneva, Switzerland Postal address: ITC Palais des Nations 1211 Geneva 10, Switzerland Telephone: +41-22 730 0111 Fax: +41-22 733 4439 E-mail: [email protected] Internet: http://www.intracen.org Cover photos credits ( clockwise ), under license (CC BY-SA 2.0) : jbdodane, Reflections in the Bomi Blue Lake, Liberia UNMEER / Samuel Shilajiru, Montserrado, Liberia, on 7 March 2015 shankar s., Pygmy Hippos Jon Bowen, 2925298130_9e1fd572fd_o LIBERIAN NATIONAL EXPORT STRATEGY ON TOURISM 2016-2020 Republic of Liberia ACKNOWLEDGEMENTS The Government of Liberia has developed the National Export Strategy on Tourism ( 2016-2020 ) as part of its ongoing efforts to diversify the Liberian econ- omy and harness the significant Tourism based resources of the country. The formulation of the strategy was led by the Ministry of Information, Culture and Tourism ( MICAT ) and Ministry of Commerce and Industry ( MOCI ) with the tech- nical assistance of ITC. The strategy was made possible through the generous financing of the Enhanced Integrated Framework (EIF ). The strategy is included in Liberia’s overall National Export Strategy ( NES ) port- folio which includes earlier developed export strategies comprising the Cocoa, Oil Palm, Rubber, Fisheries, and Cassava sectors. Liberia’s export strategy on Tourism was shepherded by the Honorable Minister for Information, Cultural Affairs and Tourism, Minister Eugene Lenn Nagbe, and the Honorable Minister for Commerce and Industry, Minister Axel M Addy. At ITC, the strategy was developed under oversight of Anton Said, Chief of the Export Strategy section at ITC. Rahul Bhatnagar, Adviser, provided overall coordina- tion and technical lead. Barkue Tubman-Zawolo, ITC National Coordinator for the initiative and Coordinator of the Liberia Tourism Exploratory Committee, provided invaluable country intelligence, and coordination support throughout and beyond the design process. The technical support of Karla Solis, Chiquita Johnson was consistently appreciated throughout the strategy design process. Technical inputs and in-country participation by extended members of the ITC delegation ( Adama Bah, Dale Honeck, Daudi Sumba, Jess Ponting, and Theo Nagel ) was instrumental in developing a realistic and implementable strategic plan of action. The consistent advisory and coordination support of Simon Hess, EIF Coordinator, from the inception to strategy finalization stage was influential in successful delivery of the initiative. This document represents the ambitions of the private and public sector stake- holders for the development of the sector. Stakeholders’ commitment and com- prehensive collaboration have helped build consensus around a common vision that reflects the realities and limitations of the private sector, as well as of policy- makers and trade-related institutions. This strategy is the end-product of many individuals, enterprises and public institutions. In particular, we wish to thank the following key contributors : INTERNATIONAL TRADE CENTRE III Ministry of Information, Cultural Affairs and Tourism : International Trade Centre : Eugene Lenn Nagbe Anton J. Said Minister Chief, Export Strategy Rahul Bhatnagar Adviser, Export Strategy and Competitiveness Ministry of Commerce & Industry : Karla Solis International Consultant Axel M Addy Franck Bonzemba Minister Trade Promotion Officer Sayon Henry Yaidoo Adama Bah Coordinator / Economic Advisor Guest Expert, Responsible Tourism Consultant MOIC Single Projects Implementation Unit (SPIU) Marnie McDonald Stephen Towain Marvie, Jr. Technical Editor Deputy Minister for Commerce and Trade Barkue Tubman-Zawalo ITC National Coordinator Chiquita Johnson Enhanced Integrated Framework ( EIF ) National Consultant Theo Nagel Ratnakar Adhikari International Consultant Executive Director Daudi Sumba Simon Hess Guest Expert, Vice Director Africa Wildlife Coordinator Foundation, Kenya Jess Ponting Guest Expert, Director, Center for Surf Research World Trade Organization ( WTO ) : L. Robert Payne School of Hospitality & Tourism Management Dale Honeck San Diego State University Senior Counsellor, WTO Jesús Alés Graphic Design and Layout (cc) jbdodane. Bomi Blue Lake, Liberia. INTERNATIONAL TRADE CENTRE V FOREWORD BY H.E. ELLEN JOHNSON SIRLEAF, PRESIDENT, REPUBLIC OF LIBERIA I take particular pride and pleasure in welcoming the The diversity of our landscapes is mirrored in our Liberia Tourism Trade Strategy. The document in es- culture: with 16 different tribes. Liberia has a unique sence, depicts, what Liberia as a tourism destination history and culture, mirrored ( patterned ) in lan- area is and what it can be, showcasing the diversity guages, dance, and culinary pleasures. of our country, people, and culture. From our vast forests, countless water assets, and sandy coast, I would like to extend my profound thanks to all our wealth of landscapes are virtually untouched by stakeholders, especially to EIF of the WTO, who the hand of man. provided the financial resources to develop this document, and ITC, who developed the Strategy Over 560 kilometers of coastline, characterized by and Action Plan. a near unbroken sand-strip, warm Atlantic waters, and some of the largest waves in the world, make Liberia an ideal destination for surfing. Within our borders, 40 % of the West African rainforest can be discovered: Sapo National Park gives visitors an exclusive peek into the unbound natural beauty of the surrounding landscape, unique in its rare flora, fauna and wildlife. VI INTERNATIONAL TRADE CENTRE FOREWORD FROM HONORABLE EUGENE LENN NAGBE, MINISTER FOR INFORMATION, CULTURAL AFFAIRS AND TOURISM, REPUBLIC OF LIBERIA The Ministry of Information Culture Affairs and Tourism takes distinct pleasure in welcoming the Tourism Trade Strategy and its detailed Plan of Action. Tourism is a important poverty reduction tool that has the ability to create jobs attack youth employments , create jobs for women, boost the economy, encourage invest- were also held in Bong County, Sinoe Country, Cape Mount ment, decentralize development activities, promote the County and Grand Bassa County all with strong support wealth, beauty, rich culture and heritage of the republic from Local government, and community youth leaders, of Liberia. Tourism is an industry of industries and Liberia women leaders, civil society and local private sector allow- stands to benefit greatly from a culturally, vibrant, inclusive ing for a informed and realistic evaluation of the challenges sustainable tourism industry. and opportunities the sector currently faces. This inclusive approach ensured that all stakeholders were committed Tourism as we see more often has become one of the to the process. worlds largest industries and one of its fastest growing economic sectors. We have seen many countries in and This strategy is a sign of how cohesive collaboration and out of Africa where tourism is seen as a main mechanism coordination can achieve high results. Special thanks and for development, as it stimulates new economic activities. appreciation to Her Excellency President Ellen Johnson Sirleaf for her vision of a better Liberia and the push for Liberia is rich in culture, and has potential for amazing eco, developing a sustainable tourism industry. This process adventure, wildlife, coastal and marine tourism, however would not be complete were it not for the collaboration and there are some challenges we must overcome from the leadership of the Ministry of Commerce and Industries, and negative image of the Ebola crisis, which we have over- support of the Ministry of youth and Sports and all the gov- come as a nation, to infrastructure challenges in access- ernment agencies. I would like to say a special thank you ing certain parts of the country, data collection, complete to Enhanced Integrated Framework ( EIF ) for the support inventory, human capacity challenges. We are pleased that and guidance. The Partnership with the ITC was priceless this Strategy not only lays out the potential, clearly iden- the Coordination and passion for Liberia’s development tifies the challenges and also creates a road map with its was unmeasurable and Liberia is grateful. strategic and detailed plan of Action. This Strategy is articulated around six strategic objectives: The Tourism Trade Strategy addresses the way forward by
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