THERE was a time, not so long ago, when Sierra Leone attracted up to 100,000 tourists a year. Given its natural beauty, the climate, the diversity of the landscape, and the warmth of the people, it is not hard to see why.

As you move away from Freetown further down the peninsula, Sierra Leone really comes into its own. Indolent rivers flanked by mangroves flow into the sea, whilst local fishermen mend their nets, or haul in the latest catch.

The merest sprinkling of tourists are flopped on the white sands or playing in the turquoise waters, and behind the beaches forests rise up the sides of cloud-capped mountains.

Despite its recent past, Sierra Leone is renowned as one of the friendliest countries in Africa. Sierra Leoneans take pride in being a multicultural society where Muslims and Christians coexist peacefully, and intermarriage across tribal and religious boundaries is commonplace.

With such beauty and with peace firmly established, investors are starting to return to the tourism sector. There are unobtrusive developments taking place along the Freetown Peninsula, but the most substantial may be a multi-million dollar complex at Lumley Beach, Freetown, proposed by Chinese investors.

According to the World Travel and Tourism Council, tourism was expected to account for 5.7 percent of Sierra Leone’s GDP and 47,379 jobs, or 4.5 percent of total employment last year. Growth of 5.5 percent per annum in real terms is expected between 2006 and 2015.

Cecil Williams (INTERVIEW), General Manager of the National Tourism Board emphasizes that Sierra Leone is a natural, unspoilt destination. He says, “Our focus is to target the top end of the market rather than going in for mass tourism.”

Amongst a number of good quality hotels offering facilities for both the business traveler and the tourist is the Kimbima Hotel. Overlooking the Atlantic Ocean, the 42-bedroom Kimbima prides itself on being one of Sierra Leone’s most prestigious, high-tech and well-equipped hotels, and boasts a modern conference center.

Wilfred Sam-King (INTERVIEW), the hotel’s Chief Executive Officer, says that one of their greatest challenges is building confidence abroad. “The world needs to know that Sierra Leone is now a safe, stable and secure place,” he says.

He believes that the country’s attractions will be promoted best by the people who have been there. “Sierra Leone is so rich in terms of its human resources, friendliness, landscapes, and beauty. Once people share the wonderful experiences they have had here, others will follow.”

Peter Balis (INTERVIEW), Financial Controller of Cape Management & Entertainment Corporation, agrees. He says, “There are amazing beaches, fascinating islands and plenty of unique attractions, like the chimpanzee sanctuary.”

The corporation owns the Cape Sierra Hotel, which boasts a captivating view of the Atlantic, and offers 57 standard rooms, six junior and three executive suites, a fully-equipped business center, and lists the President of Sierra Leone among its recent guests.

Mr. Balis believes the tourism sector has great potential for investment, particularly in hotel building. “Once the government makes the necessary investments in infrastructure in conjunction with the tourism development program, then there will be a lot of demand.”