MONROVIA – The Liberia National Tourism Authority (LNTA) celebrated World Tourism Day 2026 on Monday with the launch of two new digital tourism tools – Unforgettable Liberia and the MEL Data Suite, highlighting the growing role of technology, tourism data and artificial intelligence in promoting and developing Liberia’s tourism sector.
By Patience Jones
The observance, held Monday under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” brought together government representatives, tourism stakeholders, private-sector actors, students and development partners to explore how technology can support destination promotion, improve visitor experiences and strengthen tourism planning and decision-making.
The event followed the global observance of World Tourism Day on September 27. The day has been celebrated annually since 1980, providing countries with an opportunity to highlight tourism’s economic, cultural and social contributions to sustainable development.
Speaking at the ceremony, Acting Director General of the LNTA, Hon. Melvin Nye, welcomed participants and underscored the importance of innovation, partnerships and increased visibility in advancing Liberia’s tourism industry.
The Presidential Proclamation on World Tourism Day 2026 was read by Student Nelson S. Kanneh of Levi C. Williams High School. The proclamation recognizes tourism’s contribution to economic growth, employment, cultural preservation, community development and national development.
The program also featured the reading of the World Tourism Day 2026 message from the UN Tourism Secretary-General, delivered by Atty. Jani Kadiyatu Kollie, Deputy Director General for Marketing and Promotions at LNTA. A cultural performance by the National Culture Troupe further highlighted Liberia’s cultural heritage and its role in the country’s tourism identity.
Delivering the keynote address on “Digital Transformation and the Future of Liberia’s Tourism,” Paul Wungko spoke about the changing ways travelers discover, plan and experience destinations.
Wungko said the modern traveler’s journey increasingly begins online, from discovering a destination to researching, planning, booking, traveling, experiencing and eventually sharing the trip.
He stressed that Liberia must have reliable digital tools and accurate information to remain visible throughout that journey, while emphasizing that credible tourism data should serve as a foundation for the effective use of artificial intelligence.
Wungko also pointed to the potential of digital platforms to increase the visibility of small and community-based tourism businesses, including guesthouses, tour guides, cooks, drivers, artisans, photographers and other local service providers.
He noted that technology should complement rather than replace Liberia’s people, culture and natural heritage.
“While future visitors may discover Liberia through digital platforms or algorithms, their experience of the country ultimately depends on its people, communities, culture and natural environment,” Wungko emphasized.
A major highlight of the observance was the official launch of two LNTA digital tourism initiatives: the MEL Data Suite and the Unforgettable Liberia digital platform.
Reacting to the launch, Wungko expressed enthusiasm about the new tools.
“This gladdens my heart because this is something we have always longed for,” Wungko said as LNTA introduced Unforgettable Liberia and the MEL Data Suite. “This is exactly what we have been looking for.”
Dogba A. Norris, Director General for Planning, Research and Development at LNTA, presented the MEL Data Suite, explaining its role in strengthening monitoring, evaluation and learning while supporting the use of tourism data for informed decision-making.
The Unforgettable Liberia platform serves as a digital gateway for discovering Liberia’s tourism offerings, featuring destinations, tourism experiences and tourism professionals. It is also designed to connect visitors with tourism operators and provide information to help travelers plan their experiences in Liberia.
The launch of the two digital initiatives forms part of LNTA’s broader efforts to modernize the tourism sector by improving how tourism information is collected, managed, analyzed and communicated, while increasing Liberia’s visibility as a tourism destination.
The ceremony brought together a broad range of stakeholders and guests, including Nathaniel Barnes, former Minister of Finance; Clarine Simpson, Managing Partner of MSI Africa; and Mr. Ambrose Wigle, former Director of Tourism, among other participants and partners.
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