Liberia: Tourism No Longer a Sleeping Giant – LNTA Boss Princess Cooper Rallies Stakeholders at Policy Dialogue

Monrovia, Liberia – The Acting Director-General of the Liberia National Tourism Authority (LNTA), Princess Eva Cooper, has vowed to transform Liberia’s tourism sector into a key driver of inclusive and sustainable economic growth under the administration of President Joseph Nyuma Boakai, Sr.

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By Gerald C. Koinyeneh

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Speaking Monday, October 14, 2025, at a One-Day Public Policy Dialogue on Tourism held at the Ellen Johnson-Sirleaf Ministerial Complex in Monrovia, Madam Cooper described the engagement as a “timely and purposeful conversation” aimed at repositioning Liberia’s tourism potential for national development.

The dialogue was held under the theme: “A Review of Liberia’s Tourism Sector for Sustained Economic Growth and Development.”

“This theme is not merely a topic for discussion; it is a declaration of our intent,” Cooper said. “Within our tourism sector lies a powerful engine for national progress.”

The event brought together officials of government, lawmakers, representatives of the diplomatic corps, development partners, private sector players, and key stakeholders in the culture and tourism industries.

A fortnight ago, Madam Cooper was appointed as Director General of the newly established National Tourism Authority, alongside Dogba K. Norris, Jr. as Deputy Director General.

The LNTA, created under the 2025 Liberia National Tourism Act, aims to revitalize the country’s tourism sector by promoting national heritage and positioning Liberia as a premier travel and investment destination.

The new leadership is tasked with driving strategic initiatives to enhance research, planning, and development within the tourism industry, aligning with the government’s ARREST Agenda for Inclusive Development.

‘Tourism Is a Collective Enterprise’

Addressing stakeholders, Cooper emphasized that tourism development cannot be the responsibility of a single institution, but rather a collective enterprise that thrives on coordination, partnerships, and shared purpose.

She assured that the newly established Liberia National Tourism Authority (LNTA) stands ready to serve as a “unifying force” connecting government, private sector, communities, and development partners around a common vision of sustainable tourism.

“Our goal is clear: to make Liberia the choicest destination for eco-tourism, cultural heritage, and creative enterprise,” she declared. “We envision a tourism sector that generates jobs, supports SMEs, promotes local culture, and safeguards our environment for generations to come.”

Boakai Administration Modernizing Tourism Policies

Madam Cooper disclosed that under President Boakai’s leadership, the government has begun reviewing and modernizing policies and regulations to make it easier for investors to build, operate, and grow within the tourism sector.

She said Liberia is shifting from traditional “sun-and-sand” tourism to community-based tourism, where citizens play an active role as stakeholders and beneficiaries.

“For too long, our story has been told by others. With the establishment of the LNTA, we are taking control of our narrative,” she said. “We will showcase the warmth of our people, the safety of our communities, and the beauty of our nation to regional and international audiences.”

Addressing Gaps, Unlocking Potential

While acknowledging Liberia’s natural and cultural endowments, Cooper noted that the country still faces significant infrastructure and capacity gaps — including a shortage of modern hospitality facilities, trained tourism professionals, and poor road connectivity to interior attractions.

“We must continue to combat perception challenges and assure the world that Liberia is not only open for business but is a safe, welcoming, and must-visit destination,” she stressed.

Four Pillars for Liberia’s Tourism Revival

Cooper outlined four key pillars that will guide Liberia’s tourism reform and growth agenda.

The first pillar, Sustainable and Eco-Friendly Tourism covers protecting natural resources — from national parks and rainforests to beaches and marine life — while promoting responsible tourism.

Under Community Empowerment, she said the LNTA will ensuring that tourism benefits reach local communities through job creation and revenue sharing.

Under Public-Private Partnership, the LNTA will seek to Create an investment-friendly environment for Liberian entrepreneurs and foreign investors to engage in hospitality, tour operations, and transportation.

Pillar four seeks to strengthen the National Brand – promoting Liberia’s unique culture and identity through festivals, international events, and hospitality training for frontline workers.

A National Call to Action

Madam Cooper issued a passionate call to action to all Liberians, especially the youth, to seize opportunities within the tourism value chain.

“To the young people: see your future in this sector. Become chefs, tour guides, hotel managers, conservationists,” she urged. “To the private sector: bring your capital, your expertise, and your vision. And to every citizen: let us all become tourism ambassadors.”

She praised the Liberia National Tourism Association (LINTA), private sector players, and development partners for their “resilience, innovation, and passion” in keeping the tourism spirit alive.

‘The Sleeping Giant Is Awakening’

In closing, the LNTA boss reaffirmed her institution’s commitment to partnership, transparency, and service, asserting that the tourism sector is on the verge of transformation.

“Liberia’s tourism sector is no longer a sleeping giant — it is awakening,” she declared. “Tourism is more than leisure; it is an engine of opportunity, a platform for creativity, and a bridge to national unity.”

She added: “The journey ahead is demanding, but the destination is glorious. Together, we can make Liberia a premier tourism destination on the African continent.”