Monrovia– Deputy Director General for Marketing and Promotions-designate of the Liberia National Tourism Authority (LNTA), Madam Jani Kadiyatu Kollie, has pledged to reposition Liberia as a premier tourism destination by leveraging strategic branding, digital storytelling, and domestic tourism campaigns if confirmed by the Liberian Senate.
By Emmanuel Weedee-Conway
Appearing before the Senate during her confirmation hearing on Tuesday, June 16, 2026, Madam Kollie said her 12 years of experience in communications, media relations, institutional branding, stakeholder engagement, and public sector communication have equipped her with the expertise needed to elevate Liberia’s image on the global stage.
“The ability I’ve acquired over the past 12 years is to tell the national story, to promote Liberia in a coherent and synchronized manner, and strengthen domestic and international visibility,” she told lawmakers.
She emphasized that effective tourism promotion must involve both the private sector and local communities, ensuring that Liberia’s story is told authentically while encouraging national participation.
She described Liberia as a country endowed with vast tourism assets, including pristine coastlines, rainforests, waterfalls, wildlife, cultural heritage, and historical landmarks, but lamented that many of these attractions remain largely unknown to both Liberians and the international community.
“Our beloved nation is blessed with extraordinary tourism potential, a powerful history, a rich cultural identity, beautiful coastlines, rainforest, wildlife, rivers, waterfalls, heritage sites, creative talents, and, most importantly, resilient people. However, these stories deserve to be told in their authentic form.”
Madam Kollie noted that the government’s decision to prioritize tourism under the ARREST Agenda, coupled with the establishment of the Liberia National Tourism Authority, signals a new era for the sector.
According to her, tourism should no longer be viewed as a secondary activity but as a major contributor to economic growth, job creation, foreign exchange earnings, investment promotion, and youth and women’s empowerment.
If confirmed, the nominee said her immediate focus would be on developing a unified national tourism brand that reflects Liberia’s identity while aligning with the government’s development agenda.
She also proposed an aggressive domestic tourism campaign aimed at encouraging Liberians to visit and appreciate attractions across the country’s 15 counties.
Drawing from her own travels throughout Liberia, she highlighted destinations such as Sapo National Park, Blue Lake, Kpatawe Waterfalls, Ducor Hotel, and Providence Island as sites with significant tourism potential.
“We’ve traveled by bike, by road, and sometimes by plane across the country, and we know the potential that exists. Our plan is to ensure Liberians appreciate what we have, travel, and enjoy what we have,” she told members of the Senate Committee on Tourism headed by Nimba County Senator, Samuel Kogar.
Madam Kollie further identified digital marketing as a critical component of her strategy, saying modern technology offers Liberia an opportunity to reach global audiences with compelling stories about the country’s culture, history, and natural beauty.
“The world sits at our doorstep with just the click of a phone or the recording of a camera. We intend to use digital campaigns as a way of bringing global exposure to our country and its many tourism sites.”
She pledged to work closely with the Director General and the Authority’s leadership, stressing that her role would be to support and implement the institution’s strategic objectives rather than pursue a separate agenda.
Madam Kollie indicated that the time has come for Liberia to redefine its image and fully harness its tourism potential.
“It is time for Liberia to define itself, promote itself, and benefit from the beauty, culture, history, and creativity that God has blessed this nation with,” she said.
Like Madam Kollie, the other two nominees, Mr. Stevenson Tweh Seidi, Deputy Director General for Cultural Heritage-designate, and Mr. Melvin Nye, Deputy Director General-designate for Finance and Corporate Services, vowed to work with their boss – DG Madam Princess Eva Cooper, to reawaken what has been a ‘sleeping giant’ over the century of the country’s existence.
Meanwhile, the Senate is expected to decide on their nominations following the completion of the confirmation process.
