In the early 2000s, as Sierra Leone emerged from a devastating civil war, the country was often defined by its struggles. For Bimbola Carrol, however, the narrative needed to change. Inspired by a deep love for his homeland, he founded Visit Sierra Leone (VSL), a company dedicated to showcasing the nation’s beauty, culture, and hospitality.
“There was a post-war industry where many were financially benefiting from the horror stories,” Carrol recalls. “I saw an opportunity to highlight the positive aspects of Sierra Leone—its stunning landscapes, rich heritage, and warm people. My vision was to create a trusted platform that would make it easy for travelers to explore the country while contributing to its economic recovery through tourism.”
Today, as the founder and CEO of VSL, Carrol has become a leading voice in Sierra Leone’s tourism sector. In an exclusive interview with Sierraeye, he shared his insights on the industry’s evolution, the challenges it faces, and his hopes for the future.
A Sector Transformed
Since VSL’s inception, Sierra Leone’s tourism sector has undergone significant changes. “When I started, there was little organized tourism infrastructure,” Carrol explains. “Visitors were mostly NGOs, diaspora Sierra Leoneans, or business travelers.”
Today, the landscape is different. Boutique hotels, improved roads, and a growing array of adventure experiences cater to a diverse range of travelers. Events like the Makeni Marathon, the Budapest-Bamako Rally, and the Tour de Lunsar have drawn international attention, while cruise ship arrivals and music festivals have boosted visitor numbers.
“There is now a collective push—both from the private sector and the government—to position Sierra Leone as a viable tourism destination,” Carrol says. Initiatives like the World Bank’s Sierra Leone Economic Diversification Project have further strengthened the sector, bringing tangible benefits.
Changing Misconceptions
One of Carrol’s primary goals has been to challenge misconceptions about Sierra Leone. “Many international travelers believe the country is unsafe, that infrastructure is too poor for tourism, and that there’s little to see beyond the beaches,” he says. “While we do have challenges, Sierra Leone is a peaceful country with some of the most welcoming people you will ever meet.”
Through VSL, Carrol works to change these narratives by promoting authentic experiences and highlighting the country’s diverse attractions. From the pristine beaches of the Freetown Peninsula to the lush Gola Rainforest and the historic Bunce Island, Sierra Leone offers a wealth of experiences for adventurous travelers.
Breaking Stereotypes
Despite these strides, international misconceptions persist. “People still think Sierra Leone is unsafe, that infrastructure is too poor, and that there’s little to see beyond its beaches,” Carrol said. “But those who visit are often surprised by how peaceful and welcoming it is.”
Sierra Leone’s tourism offerings extend far beyond its pristine coastline. The government’s recent initiative inviting members of the African diaspora—who can trace their lineage to the country through DNA testing—has reignited interest in its cultural heritage. Tourists are now venturing beyond the capital to Tiwai Island, Loma Mountains, Gola Rainforest, and Kabala, while heritage sites such as Bunce Island and Banana Island remain popular.
Experiential travel is also on the rise. “Visitors don’t just want to see a place; they want to engage with it,” Carrol explained. “Cooking classes in local cuisine, cultural immersions, and eco-tours are becoming highly sought after.”
The Economic Potential of Tourism
Tourism holds immense potential for Sierra Leone’s economy, Carrol emphasizes. “It can create jobs, support local businesses, and generate foreign exchange,” he says. However, the sector remains underdeveloped compared to its potential.
VSL plays a key role in bridging this gap. “We promote Sierra Leone both internationally and domestically,” Carrol explains. “We believe we must be our own best ambassadors. Our core ethos is to provide seamless and exciting travel experiences while supporting initiatives that enhance the sector.”
Popular Experiences and Emerging Trends
While Sierra Leone’s beaches remain a major draw, Carrol notes a growing interest in eco-tourism, adventure travel, and cultural heritage. “The government’s initiative to encourage diaspora visitors who have proven their Sierra Leonean lineage through DNA testing has been widely embraced,” he says.
Destinations like Tiwai Island, the Loma Mountains, and Kabala are gaining popularity, while sites such as the Tacugama Chimpanzee Sanctuary and Banana Island continue to attract visitors. Experiential travel, where tourists engage with local communities through activities like cooking classes, is also on the rise.
Balancing Growth and Conservation
Sustainable tourism is a priority for Carrol and VSL. “We support eco-lodges, low-impact tours, and community-led conservation efforts,” he says. In places like the Gola Rainforest and Lake Sonfon, tourism can provide an alternative to environmentally destructive industries by creating jobs in guiding, hospitality, and conservation.
However, Carrol warns that without concerted national efforts to boost tourism numbers, these locations may struggle to attract visitors, leaving local communities with few alternatives but to engage in unsustainable practices.
Challenges and Opportunities
Infrastructure remains a significant barrier to tourism development. “Investments in roads, airfields, and boat transportation are crucial,” Carrol says. He also calls for better coordination between the government and private sector to create a unified strategy for growth.
“Public-private partnerships are essential,” he adds. “The government must be intentional about transforming tourism into a major revenue earner. This includes increasing budgetary support for the Ministry of Tourism and related agencies.”
Lessons from Neighbours
Sierra Leone can learn from countries like Ghana and Senegal, Carrol believes. “Ghana’s Year of Return and Senegal’s cultural festivals show the power of consistent marketing and political support,” he says. “We need to create signature tourism events and strengthen our brand identity.”
Improving international air access is another priority. “It’s still very expensive to fly to Sierra Leone,” Carrol notes. “We need to be competitive—price competitive—to attract repeat visitors and families.”
A Dream for the Future
Looking ahead, Carrol’s vision is clear. “I want Sierra Leone to be recognized as a top travel destination in Africa—one that attracts adventurers, eco-tourists, history enthusiasts, and business travelers alike,” he says. “For VSL, I want us to continue being at the forefront of this transformation, offering world-class services while staying true to our mission of responsible tourism.”
If Sierra Leone can overcome its challenges and harness its full tourism potential, it may yet shed its war-scarred past and emerge as one of Africa’s most compelling travel destinations. Through his work, Bimbola Carrol is not just changing the narrative about Sierra Leone—he is helping to shape its future.