By George C. Flomo
MONROVIA – The Deputy Director General for Planning, Research, and Development at the Liberia National Tourism Authority (LNTA), Atty. Dogba Norris has underscored the institution’s renewed commitment to promoting Liberia as a premier tourism destination while strengthening regulatory compliance across the sector.
Speaking Thursday at the regular press briefing hosted by the Ministry of Information, Atty. Norris outlined a series of initiatives aimed at enhancing service delivery, preserving Liberia’s cultural identity, and contributing to national economic transformation.
According to him, the LNTA is statutorily mandated to promote Liberia’s rich cultural, agricultural, and historical heritage, while also projecting a positive national image to attract both local and international visitors.
He emphasized that tourism remains a key driver of economic growth, noting that the Authority is focused not only on marketing Liberia’s diverse attractions but also on ensuring that services provided across the sector meet acceptable standards.
Atty. Norris further highlighted the LNTA’s regulatory function, stressing that all tourism-related businesses are required by law to obtain operational permits.
He explained that the regulation covers a wide range of enterprises, including beaches, restaurants, hotels, motels, bars, as well as creative professionals such as artists, musicians, fashion designers, and woodcarvers whose work reflects Liberia’s cultural identity.
The Deputy Director General clarified that these requirements are not new but are being reinforced under the LNTA to ensure safety, quality, and professionalism within the industry.
As part of efforts to increase awareness and compliance, the LNTA has announced the launch of a nationwide roadshow aimed at informing the public about its mandate and encouraging business owners to regularize their operations.
The exercise, which begins March 20, will commence at the Authority’s headquarters on 18th Street in Sinkor, Monrovia, at 10:00 a.m. The roadshow will feature a parade through major streets, including 13th and 14th Streets, as well as key commercial areas in central Monrovia, with engagements planned at institutions such as the University of Liberia.
The event will include cultural performances, community outreach, and the distribution of informational materials such as flyers, banners, and stickers. Atty. Norris noted that the initiative is intended to sensitize the public about the importance of obtaining permits and adhering to established standards, as inspections of tourism facilities are expected to commence shortly.
He added that the LNTA has made the application process accessible through both physical visits to its office and online submissions via its official website. The overarching goal, he said, is not to penalize businesses but to collaborate with stakeholders in raising service standards and promoting Liberia as a competitive tourism destination.
Atty. Norris also stressed the importance of domestic tourism, noting that Liberians traveling within the country for events such as funerals or holidays are also participants in the tourism economy. He urged service providers to ensure that facilities are safe, clean, and capable of delivering quality experiences that reflect the country’s hospitality.
He concluded by calling for collective efforts among government institutions, private businesses, and citizens to elevate Liberia’s tourism sector and create a lasting positive impression for visitors, both local and international.