The Ministry of Information, Cultural Affairs, and Tourism has emphasized its dedication to positioning Liberia as a competitive force on the global stage. Acknowledging the importance of strategic partnerships, the Ministry says it is actively collaborating with international stakeholders to elevate Liberia’s national brand and cultural identity.
On Wednesday, March 19, 2025 the Ministry, through its Assistant Minister of New Media and National Branding, Hon. Maylouisa Noel Hill, participated in the Nation Brand Forum (NBF) 2025, themed “Forging Strategic Partnerships to Advance Global Competitiveness.” This event was hosted by Brand South Africa in Johannesburg, South Africa.
The NBF serves as Brand South Africa’s premier annual platform, designed to foster collaboration among governments, businesses, and civil society to enhance national branding, reputation, and global competitiveness. The forum brought together senior government officials, continental business leaders, and civil society to address key topics such as the role of public-private partnerships in advancing sustainable development, empowering youth for a resilient future, leveraging AFCFTA for global competitiveness, South Africa’s G20/B20 presidency opportunities for Africa, and leveraging the South African brand and strength to harness the nation’s value proposition.
The forum facilitated in-depth discussions on nation branding, emphasizing the importance of collaboration, knowledge sharing, and capacity building. At the event, Assistant Minister Hill advanced talks with Brand South Africa to establish a strategic partnership centered on capacity building, training, and knowledge transfer. This collaboration aims to utilize Brand South Africa’s expertise in nation branding to develop Liberia’s National Branding Strategy, ensuring it showcases the country’s rich cultural heritage, economic potential, and future aspirations.
*Key Objectives of the Partnership*
The partnership aims to equip Liberian officials and stakeholders with the necessary skills and knowledge to effectively promote the nation’s brand. Additionally, Liberia will benefit from the knowledge transfer of Brand South Africa’s successful nation branding strategies, including storytelling, marketing, and stakeholder engagement. This collaboration will also highlight Liberia’s rich cultural diversity and tourism potential as integral elements of its national brand. Furthermore, the partnership seeks to strengthen Liberia’s global image to attract investment, tourism, and international partnerships.
*Impact on Liberia’s Global Competitiveness*
A well-crafted national brand will boost Liberia’s visibility and reputation worldwide, fostering trust and credibility among international audiences. This partnership will drive economic diversification, create job opportunities, and support sustainable development by positioning Liberia as a prime destination for tourism, trade, and investment. By aligning with global best practices, Liberia will be better equipped to thrive in an increasingly interconnected world.
*Next Steps and Call to Action*
The Ministry is committed to finalizing the partnership with Brand South Africa and implementing concrete strategies to develop and promote Liberia’s national brand. We urge all stakeholders—government agencies, the private sector, and civil society—to support this initiative and help ensure its success. Together, we can build a strong, unified national brand that highlights Liberia’s potential and secures its place as a competitive and respected player on the global stage.
