MONROVIA – Liberia Conservation Works (CW), alongside the Liberia National Tourism Association (LINTA) and the Ministry of Information, Cultural Affairs, and Tourism (MICAT), formally launched the Market Readiness Program on March 19, 2024 in Monrovia.
In the engaging launch event at the Royal Grand Hotel, attendees had the opportunity to network with fellow program participants and esteemed stakeholders while listening to insightful talks from representatives of the program’s partners.
The Market Readiness Program provides training and mentorship designed to prepare small tourism businesses to be “market ready” for visitors eager to explore unique accommodations and tourism experiences across Liberia.
The modules of this technical assistance program provide tailored support to selected businesses to understand their target markets, price their accommodation, product, or service, improve their marketing and internet presence, manage bookings, respond to reviews, connect with tour operators, and more.
The program is available to small tourism businesses in Liberia that offer tours, accommodation, food, and other tourism services to visitors. Following the launch event, selected businesses will participate in a one-day training and receive three in-person visits from a Program Specialist.
The United States Agency for International Development’s (USAID) Director for Economic Growth, Megan Kyles, expressed support for the Market Readiness Program, sharing the belief that “private businesses are the engine for economic prosperity and the potential for sustainable tourism in Liberia will accelerate growth especially for rural communities.” The Director of Tourism, Juanita Yiah, also spoke at the launch event on behalf of the Minister of Information, Culture, and Tourism.
She noted that “the Government prioritizes tourism as one of the key pillars of its agenda for transformation and economic development. Building the capacity of local businesses is a major step in the right direction.” She continued on to say that “the Ministry stands ready and prepared to support the partnership with Conservation Works and USAID.”
The launch event, and the subsequent programming, is supported by USAID through its CW activity, a five-year program that supports conservation efforts in Liberia. The program is being implemented by EcoHealth Alliance, in partnership with Fauna & Flora, Liberia Chimpanzee Rescue & Protection, Partners in Development, and Solimar International.