Liberia is embarking on a transformation of its economic model through the development of the tourism sector, which President Joseph Boakai has described as a driver of diversification and job creation. The appointment on January 20, 2026, of Princess Eva Cooper as the first Executive Director of the new Liberia National Tourism Authority (LNTA) marks the official launch of this strategy.
During the commissioning ceremony at the Executive House, the head of state described this appointment as a “covenant” (pact or alliance) rather than a reward, emphasizing the integrity and responsibility that fall upon the new institution. “You may want to use your impressive titles to open doors, but it is integrity that keeps them open,” he told the new officials, calling on them to carry out their duties with humility and discipline. This message reflects the “results, not politics” philosophy that underlies the president’s ARREST Agenda.
This reform is part of the government’s economic diversification strategy. The LNTA’s executive director described tourism as “low-hanging fruit” in this agenda, emphasizing that unlike extractive sectors such as iron, rubber, or timber, “tourism is renewable. It promotes peace, showcases our national brand, and, above all, puts money directly into the pockets of Liberians across the country.”
The Authority, established by the 2025 law that transferred tourism from the Ministry of Information to grant it full autonomy, has already taken concrete steps. A national program to formalize the sector has been launched, with a 90-day deadline for the registration of tourism businesses. The LNTA has also signed a partnership agreement with the Special Economic Zones Authority to develop Lake Piso, in Grand Cape Mount County, as an economic zone dedicated to tourism.
While the ambition is clear, structural challenges remain, particularly in terms of road infrastructure, connectivity, and access to financing for local stakeholders. By calling for a temporary suspension of certain taxes to assess their impact, President Boakai is demonstrating a willingness to adjust the strategy to economic realities.
This shift places tourism at the heart of the president’s vision for a more prosperous Liberia, where natural beauty and cultural heritage become drivers of growth, moving away from a reliance solely on extractive industries.
