Published: March 23, 2026
Monrovia– The Director General of the Liberia National Tourism Authority, Princess Eva Cooper, has called on Liberian media practitioners and online influencers to take responsibility for reshaping the country’s image by promoting positive narratives.
In her remarks at the launch of the LNTA Roadshow Awareness — Montserrado Edition in Monrovia on March 20, 2026, Madam Cooper warned against the continued dominance of negative storytelling about Liberia. “We encourage you to post positive things about Liberia. We are tired of seeing posts about politics, war, and things that damage the image of our country,” she said, adding, “You are stakeholders in the rebranding of Liberia. What you post about the country is what others will see and believe.”
Roadshow Kicks Off in Monrovia
The awareness campaign began at the Authority’s headquarters in Sinkor with cultural performances and the distribution of flyers across the city, signaling the start of a nationwide outreach initiative. The exercise is expected to move beyond Montserrado County to other key counties, including Nimba County, Grand Bassa County, and Grand Cape Mount County, targeting tourism operators across the country.
Push for Business Registration and Compliance
According to Cooper, the roadshow aims to raise awareness among tourism businesses about the importance of registering and following industry standards. “A lot of businesses are yet to register with the tourism authority. This roadshow is to tell them to come forward, register, and we will guide them through the process to become compliant,” Director Cooper noted. She added that the Authority will support them throughout the process, including inspection, certification, and policy guidance.
The LNTA has also announced a 90-day grace period for businesses to regularize their status, after which sanctions—including possible closure—will be enforced against non-compliant operators.
Ensuring Standards and Quality Service
As part of its regulatory mandate, the Authority is introducing classification systems across the sector, particularly within the hospitality industry. “We will showcase compliant businesses on our website and when we are engaging internationally on tourism matters,” she said. “If you go to a five-star hotel, you should receive five-star service. That is where we come in—to ensure standards are met for both businesses and customers,” she added.
Background: From Ministry Arm to Autonomous Authority
The Liberia National Tourism Authority was established through an Act of the Liberian Legislature, carving out tourism functions from the Ministry of Information, Cultural Affairs and Tourism. The move created a dedicated body responsible for regulating, promoting, and developing Liberia’s tourism sector, with a stronger focus on compliance, investment, and international visibility.
Cooper, however, emphasized that changing Liberia’s global perception requires collective effort, especially from the media. “Liberia is suffering from perception issues. If each of us begins to post positive things about our country, we can change how the world sees Liberia,” she said.
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