Sierra Leone’s Ministry of Tourism and Cultural Affairs on 16 July 2026 signed a Memorandum of Understanding (MoU) with the digital tourism company Passporter Limited, operating as Passporter Techmologies SL, a firm based in Valencia, Spain offering a comprehensive mobile travel app designed to help to plan, organize and execute trips in one central hub that provides a range of tools to streamline a variety of itineraries and make travelling easier.
The agreement includes a three - month pilot launch of an AI - powered marketing platform, The deal aims to boost global digital tourism visibility, introduce intelligent trip - planning tools, and generate analytics to diversify the country economy, supporting policy and investment decisions.
The pilot will integrate Passporter’s AI Trip Planner into the Ministry’s website, introducing big data analytics, and deploy dedicated digital marketing tools for the African country’s tourism sector.
Key features of the Passporter AI Integration include:
· Smart Trip Planning: Intelligent software that helps travellers build customized itineraries and discover local attractions across regions like Freetown, Bo, and Kono.
· Data - Driven Insights: Advanced analytics and big data tracking to understand visitor exopectatgions and inform future tourism investments.
· Capacity Building: Hands – on training for local Sierra Leonan staff and hospitality businesses to ensure the tech effectively supports the community.
Passporter CEO Diego Rodriguez Royo noted the partnership followed a recommendation from UN Tourism, reflecting the company’s track record across the Africa, Asia, and South America.
Sierra Leone’s Ministry of Tourism confirmed plans to engage local tourism and hospitality businesses ahead of a potential expansion beyond the pilot phase, with capacity - building and training of Sierra Leonean staff forming a core component of the initiative.
Link
https://atta.travel/resource/sierra-leone-signs-ai-tourism-marketing-deal-with-passporter.html
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