The Director General of the Liberia National Tourism Authority (LNTA), Princess Eva Cooper, has emphasized the critical role of culture and the creative economy in strengthening tourism in Liberia.
Speaking at the close of a two-day Culture and Creative Economy Stakeholders’ Dialogue in Monrovia held under the theme: “Co-Creating Liberia’s Tourism, Culture and Creative Economy”, the LNTA Director General said while tourism may attract visitors, culture is what makes them stay, spend, and return.
According to her, Liberia’s music, fashion, cuisine, storytelling, and traditional heritage are powerful assets that can drive tourism growth and economic diversification. She stressed that the country’s creatives—artists, musicians, filmmakers, designers, and cultural custodians—are the “guardians of Liberia’s soul,” noting that tourism becomes meaningful when it reflects authentic cultural experiences.
Madam Cooper highlighted the growing global creative economy and urged stakeholders to work together to transform Liberia’s cultural resources into marketable tourism products. She encouraged tour operators, hotels, and marketers to develop strong cultural content that showcases Liberia’s stories, festivals, craftsmanship, and traditions.
She also acknowledged the challenges faced by creatives, including piracy, limited financial support, and the informal nature of many cultural businesses, which often makes them invisible to investors and financial institutions. She called for stronger protection of intellectual property and the formalization of the creative sector to ensure artists benefit from their work.
The LNTA boss further proposed initiatives such as promoting Liberian fashion and textiles internationally, integrating Liberian music into tourism spaces, supporting local film production, and elevating Liberian cuisine as part of the country’s tourism identity.
Additionally, she suggested the creation of “Living Cultural Hubs” across the country where visitors can interact with artists, watch traditional craft demonstrations, and experience storytelling and performances.
Madam Cooper also underscored the importance of strengthening Liberia’s festival economy by packaging cultural festivals into a unified national cultural calendar to attract international visitors.
She reaffirmed the LNTA’s commitment to working with creatives and tourism stakeholders to position culture as the heartbeat of Liberia’s tourism development. Highlighting key points to film, media, and digital content stakeholders, the Chairman of the Board of Advisors of Local Voices Liberia, Chris Wolo, said while it is important to address existing challenges and improve the system, stakeholders must also focus on mastering their craft and working collectively to ensure the sector becomes more refined and effective.
In closing, the Consultant for Culture and Heritage at the LNTA, Mr. Stevenson Seidi, reaffirmed the institution’s support to stakeholders. He emphasized that all actors within the sector should adhere to Search Engine Authorization guidelines before publishing or distributing any related content materials.
