Honorable Princess Eva Cooper Director General of the Liberia National Tourism Authority (LNTA)

First, tell us about yourself and walk us through your background.

I was appointed by President Joseph Nyuma Boakai, Sr. in October 2025 as the inaugural Director General of the Liberia National Tourism Authority (LNTA). My academic journey has been pivotal in shaping my career – I hold dual MBA degrees in Finance and Business Administration, a Bachelor’s in Banking & Finance, and a Diploma in Contemporary Diplomacy and International Relations. This strong educational foundation prepared me for over a decade of leadership across sectors. I began in banking at Guaranty Trust Bank (Liberia) Ltd, where I rose to oversee the Corporate, Digital, and Retail Banking divisions, achieving record growth in revenues and deposits during my tenure. Subsequently, I transitioned to telecommunications, taking on a senior executive role at Lonestar Cell MTN. There, as head of the Enterprise Business division, I worked to expand digital inclusion – extending internet access and other ICT products and services to both urban and rural communities and introducing fiber-to-home services across Liberia. These experiences in finance, technology, and management have equipped me with a broad skill set (from strategic business development to marketing) and a proven track record of forging alliances and delivering tangible results. This background is what I now bring into Liberia’s tourism sector, as we strive to build a vibrant, sustainable tourism industry for our nation.

What does the Director General of LNTA in your capacity do?

As the Director General of LNTA, my primary role is to shape and drive Liberia’s Tourism and Culture strategy and to oversee the promotion, development, and regulation of the sector. The LNTA was established to serve as the central government agency for tourism and culture– a “one-stop” authority to revitalize both sectors, promote our national heritage, and position Liberia as a unique travel and investment destination. In practical terms, this means I coordinate efforts across government ministries, the private sector, and local communities to unlock Liberia’s tourism and culture potential. My goal is to position the LNTA as a “unifying force” that brings all stakeholders together, government, businesses, communities, creatives and international partners, around a common vision for inclusive and sustainable tourism growth.

Day-to-day, my responsibilities include policy planning and implementation (for example, driving reforms to facilitate greater investor participation in the tourism sector) alongside the marketing and branding of Liberia as a premier tourist destination. I also oversee the development of our cultural troupe, preservation of heritage sites and museums, and the overall strengthening of institutional capacity within the sector. Our leadership team’s immediate mandate has been multifaceted: crafting a comprehensive national tourism and culture master plan, launching international marketing campaigns to rebrand Liberia’s image, and developing critical infrastructure, from transportation networks to hospitality services, essential to welcoming visitors. A top priority is securing funding through strategic partnerships, investments, and collaborative efforts to support the growth of both tourism and cultural development.

I work closely with my Deputies to strengthen research and data-driven decision-making in tourism. We also liaise with the Board of Directors and relevant ministries (such as Information, Foreign Affairs, Internal Affairs) to ensure tourism development aligns with national priorities. Ultimately, in my capacity as Director General, I act as both an advocate and an administrator – advocating for tourism as a key pillar of Liberia’s economy and culture and administering the programs and partnerships that will turn that vision into reality.

What are some present and future goals for LNTA’s relationship with print and social media outlets?

From the outset, I recognized that building a strong relationship with media outlets – both traditional print media and modern social media – is critical for promoting Liberia’s tourism. Presently, our goal has been to establish an active and positive media presence for LNTA. We have been engaging journalists and news outlets to help tell Liberia’s, “new tourism story promoting the Liberia Experience.” As I often note, for too long Liberia’s story was told by others, but now we are taking control of our narrative. This means regularly sharing updates on tourism developments, success stories of our heritage and hospitality, and information about events or initiatives through press releases and media briefings. We want the local newspapers and radio stations to have plenty of uplifting content about tourism – from community-led eco-tourism projects to profiles of beautiful destinations – so that the public gains awareness of the gems within our country. On social media, we’ve begun bolstering our presence via platforms like Facebook and Instagram, recognizing that a vibrant social media outreach can inspire young Liberians and the diaspora to take interest in domestic tourism.

Looking to the future, our media engagement will become even more strategic and far-reaching. A key objective is to roll out robust digital marketing and branding campaigns for Liberian tourism and culture internationally and locally. In fact, digital outreach and branding are set to form core components of our strategy, alongside collaborative ventures with the Liberian diaspora tourism. We plan to optimize the official “Enjoy Liberia” tourism brand across social platforms and travel websites, showcasing immersive photos and videos of Liberian culture, wildlife, and landscapes. Part of this effort involves boosting our social media engagement metrics (followers, shares, etc.) and driving traffic to a forthcoming official tourism and LNTA websites that will serve as an information hub. We also aim to partner with travel bloggers, influencers, and international media in the coming years – inviting them to visit Liberia and share their experiences globally. Another future goal is training and capacity-building for local media on tourism reporting, so that journalists can better cover tourism in a way that attracts and educates audiences. In sum, our present focus is on telling Liberia’s story in a compelling way, and our future goal is to greatly amplify that story worldwide, using every media channel available, to solidify Liberia’s image as a must-visit destination.

Tell us about your perspective on ways that LNTA can cooperate with the media and how tourism can be promoted and further strengthen the Liberian tourist industry?

The media in Liberia are not just observers of the tourism sector – I see them as active partners and catalysts in our mission to boost tourism. My perspective is that by working hand-in-hand with the media, the LNTA can significantly amplify promotional efforts and also build public support for tourism initiatives. In practical terms, cooperation with the media can take many forms. We intend to organize familiarization trips or press tours for journalists to visit various tourist sites across Liberia for example, a guided tour of Sapo National Park or Providence Island exclusively for media crews, so they can experience these places first-hand and produce rich stories or documentaries. Such collaborations ensure that reporting is accurate and filled with enthusiasm that comes from personal experience.

Moreover, we maintain open channels of communication with reporters and editors – providing them with data, interviews, and access to information. By being transparent and accessible, we encourage more frequent coverage of tourism-related news. We also coordinate with the Ministry of Information so that tourism remains a highlighted topic in government communications. Coordination and partnerships are truly the heart of tourism development, and this includes partnerships with media houses. I regularly meet with media managers to discuss how LNTA can support their travel journalists or even co-create content. For instance, we might co-sponsor a newspaper’s special travel supplement featuring Liberia’s attractions or collaborate with a radio show to run a series on cultural heritage sites.

Through these efforts, the media helps us tackle one of our challenges: changing perceptions. We rely on journalists to help convey that Liberia is open for tourism, safe, welcoming, and full of fascinating experiences. Positive media coverage can counter lingering negative perceptions and assure both Liberians and international audiences that Liberia is a “must-visit destination.” Importantly, media also play a role in strengthening the industry domestically – when Liberians see their own natural and cultural treasures celebrated on TV, in newspapers, and online, it builds national pride and community support for protecting these assets. In summary, by cooperating closely with the media, we promote tourism more effectively and educate the public, which in turn furthers the growth of a robust and sustainable tourist industry in Liberia.

What and where are some of Liberia’s national treasures and sites a tourist could find most interesting.

Liberia is blessed with numerous national treasures and scenic sites. As Director General of LNTA, I’m excited to highlight some of the destinations that tourists (international and local alike) find most interesting. Here are a few of the top recommendations, along with where they are located:

• Providence Island (Montserrado County)

Located in Monrovia at the mouth of the Mesurado River, Providence Island is a historic landmark often referred to as the birthplace of the nation. It’s one of the first places where freed African-American slaves arrived in 1822 to settle and eventually found Liberia. On this small island, you can see a 200+ year-old cotton tree that stands as a living monument to Liberia’s founding and survival. There’s also a model of a traditional settlers’ palaver hut and other interpretive exhibits. Beyond its historical significance as the site of the Providence Island heritage (a UNESCO World Heritage tentative site), the island today symbolizes peace and reconciliation – a metal Peace Tree sculpture commemorates Liberia’s ability to overcome conflict. Its convenient location just north of Monrovia’s city center (connected by bridge) makes it an easy and meaningful stop for tourists interested in history and culture.

• Robertsport (Grand Cape Mount County)

Robertsport is a charming coastal town in northwestern Liberia famed as the surfing capital of the country. It lies on Cape Mount, where rolling green hills meet the Atlantic Ocean. Tourists are drawn to Robertsport for its year-round warm weather and long, peeling waves that create ideal surfing conditions. In fact, surfers from around the world have started to take notice of Liberia because of the quality of the breaks here. Beyond surfing, Robertsport offers golden sandy beaches perfect for relaxation, and it borders Lake Piso (Liberia’s largest lake) which is a scenic lagoon great for bird watching, fishing, and boat tours. History enthusiasts will also find interest in Robertsport – a historic cottonwood tree on the beach is said to bear the carved names of freed slaves who landed in the 1800s, linking this town to Liberia’s early history. After a day riding waves or exploring nature, visitors can enjoy fresh seafood and mingle with friendly locals by a beach bonfire. Robertsport truly encapsulates adventure and leisure in one destination.

• Sapo National Park (Sinoe County)

This is Liberia’s largest national park and a biodiverse rainforest treasure in the southeast. Covering about 1,800 km² of tropical rainforest, Sapo is teeming with unique wildlife – it’s home to species like the pygmy hippopotamus, forest elephants, chimpanzees, and a vast array of birds. Adventurous visitors can hike through dense jungle trails and might catch glimpses of rare animals (though they are often elusive). Sapo is part of the Upper Guinean Forest ecosystem and is the second-largest intact rainforest in West Africa. For nature lovers and eco-tourists, Sapo National Park offers an unparalleled jungle experience and a chance to support crucial conservation efforts.

• Blue Lake (Bomi County)

Nestled in the hills of Tubmanburg, Blue Lake is a stunning and serene water body formed in an abandoned mining pit. The lake’s vivid turquoise-blue color, created by mineral reflections, contrasts beautifully with the lush green hills surrounding it. Historically, the Blue Lake was once an iron ore-mining site of a British American iron ore mining company. The mining company drilled nearly 5,000 feet deep in pursuit of blue diamonds, as they dug, water began emerging to uncontrollable levels, covering light poles, vehicles, and equipment, ultimately shutting down mining activities and leaving behind an amazing blue lake destination. The moment you begin to ascend the Bomi Mountain; excitement builds at the first sight of the painted boulder that says Blue Lake. You know something big, new, and amazing is around the corner. For returning visitors, that feeling never changes. Today, visitors enjoy viewing beautiful fish species amidst rock formations, picnicking, grilling, swimming, lounging, and fishing. Adventure seekers explore, hike, and camp out in the thick canopy forest of the mountain range.

• Kpatawee Waterfall (Bong County)

Tucked in the lush highlands of central Liberia (about a three-hour drive from Monrovia), Kpatawee Waterfalls are often described as a hidden paradise. The site features a series of cascading falls set in pristine rainforest. A moderate one-hour hike through greenery rewards you with the sight of the second, more impressive waterfall, while the first cascade is reachable just a short walk from the road. Kpatawee is a popular picnic and swimming spot for locals, yet it remains unspoiled and not crowded. Visitors can clamber over smooth black rocks and cool off in natural pools beneath the falls – an unforgettable jungle adventure. Recently, an eco-lodge with rustic huts and campsites has opened near the falls, making it possible to stay overnight and enjoy the rainforest. Kpatawee is truly one of Liberia’s natural treasures for those seeking tranquility and outdoor fun.

• Mount Nimba (Nimba County)

Mount Nimba is an impressive mountain range and nature reserve located at Liberia’s northeastern border (shared with Guinea and Côte d’Ivoire). As part of the UNESCO-designated Mount Nimba Strict Nature Reserve, it is one of West Africa’s most significant biodiversity hotspots. For hikers and outdoor enthusiasts, Mount Nimba offers incredible panoramas – from its slopes you can gaze out over three countries, a view that is hard to match anywhere else. The mountains are covered in lush forests and grassy savannah at higher altitudes, harboring unique flora and fauna, including over 100 species of orchids and the endemic Nimba toad. In the mid-20th century, Mount Nimba was also the site of iron ore mining (the remnants of old mining infrastructure can still be seen being reclaimed by nature), adding a historical and industrial archaeology aspect to the visit. Trekkers will find the trails challenging but rewarding, and the experience of standing on the highest peaks of Liberia is truly memorable. Mount Nimba represents Liberia’s natural grandeur and is a must-visit for those interested in ecology, hiking, and breathtaking landscapes.

• Ecolodges Across Liberia

Liberia’s growing network of ecolodges is creating new opportunities for immersive and sustainable tourism across diverse landscapes. These lodges offer guests an intimate connection with nature, while promoting conservation and supporting local communities.

• Libassa Ecolodge (Margibi County)

Situated just outside Monrovia near the Marshall Wetlands, Libassa is one of Liberia’s most renowned ecolodges. Nestled between the Atlantic Ocean and a tranquil lagoon, it offers guests beautifully crafted cabins, freshwater and saltwater pools, nature trails, and access to a wildlife sanctuary. With eco-conscious design and lush surroundings, Libassa is ideal for beach lovers, families, and international visitors seeking a peaceful coastal retreat with modern comfort and environmental care.

• Warkolor Ecolodge (Grand Cape Mount County)

Overlooking the scenic expanse of Lake Piso in Robertsport, Warkolor is a charming eco-retreat that blends cultural authenticity with nature-based hospitality. It offers traditional-style accommodations with views of the lake and surrounding forest. Visitors can enjoy canoe rides, birdwatching, and cultural storytelling around a fire, all while engaging with the local Vai community. Warkolor is particularly popular among surfers, artists, and travelers seeking a slower, soulful experience on Liberia’s northwestern coast.

• Nimba Ecolodge (Nimba County)

Tucked within the mountain foothills near Yekepa, Nimba Ecolodge serves as a gateway to Mount Nimba’s spectacular trails and biodiversity. This rustic yet comfortable lodge is ideal for eco-tourists, hikers, and researchers. It offers access to forest treks, wildlife observation, and cultural visits to surrounding towns. Guests staying here often use it as a base to explore the Mount Nimba Strict Nature Reserve, one of West Africa’s premier ecological sites.

Feel free to mention anything I haven’t asked that you believe our readers might find it interesting.

Whether you’re watching monkeys swing through the trees in Nimba, enjoying a sunset over Lake Piso, or relaxing to ocean breezes at Libassa, Liberia’s ecolodges provide unforgettable stays rooted in nature and community. As part of LNTA’s sustainable tourism strategy, we are committed to supporting the expansion of such accommodations that respect the environment and celebrate Liberian culture.

Each of these sites, from the depths of Sapo’s rainforest to the heights of Nimba, from cultural Providence Island to the waves of Robertsport, showcases a different facet of Liberia’s rich natural and cultural heritage. They are indeed our national treasures. The LNTA is actively working to conserve these sites and improve access and facilities so that more tourists can enjoy them responsibly. We invite visitors to explore these destinations and discover the warmth, history, and beauty that Liberia has to offer. Each place tells part of Liberia’s story, and together they leave travelers with unforgettable memories of West Africa’s Land of Liberty.

Thank you for your time. We look forward to working with you at International Focus Magazine Monrovia.

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