The Ministry of Tourism and Cultural Affairs (MTCA) has announced that Miss World Sierra Leone 2026, Mariyam Lorba Konneh, will serve as a Brand Ambassador of the Ministry in recognition of her outstanding representation of Sierra Leone on the international stage.
The announcement was made during a special homecoming press briefing organised by the Ministry on September 24, 2026, to welcome Mariyam following her participation at the 75th Miss World competition.
Addressing government officials, media practitioners, stakeholders, and supporters, Mariyam expressed profound gratitude to the Ministry of Tourism and Cultural Affairs, Miss Sierra Leone Limited, her benefactors, supporters, and the people of Sierra Leone for standing behind her throughout her journey.
She described her participation in the global pageant as a life-changing experience made possible through the collective support of government institutions, sponsors, and patriotic Sierra Leoneans both at home and abroad.
Mariyam acknowledged the encouragement she received from citizens who followed her progress during the competition and said their support gave her the confidence to proudly represent the country before a global audience.
Reflecting on her experience, she noted that the journey was not without challenges. According to her, competing against contestants from countries with stronger financial backing, extensive media exposure, and larger support teams required resilience, determination, and self-belief.
Despite those obstacles, she said her commitment to carrying the Sierra Leonean flag with dignity and pride enabled her to stand confidently among contestants from across the world.
Earlier, the Master of Ceremonies, Emmanuel A.B. Turay, welcomed guests and emphasised that the occasion was about far more than celebrating beauty.
“Our gathering today is not merely to celebrate beauty, but to celebrate excellence, courage, intelligence, cultural pride, and the remarkable spirit of Sierra Leone. Our queen has carried our flag with dignity and grace, showcasing to the world the beauty, resilience, and immense potential of our beloved nation,” he said.
Turay further disclosed that the Ministry had decided to confer on Mariyam the title of Brand Ambassador in recognition of her contribution to promoting Sierra Leone’s image internationally.
He explained that the appointment received the approval of the Minister of Tourism and Cultural Affairs, Nabeela Farida Tunis, and that an official letter of appointment would be presented to Mariyam in due course.
Speaking during the event, Chairman of Miss Sierra Leone Limited, Adonis Aboud, highlighted the organisation’s role in preparing and selecting contestants for international competitions and outlined the process through which Mariyam emerged as Sierra Leone’s representative.
He commended her conduct and performance throughout the competition, describing her representation of the country as exemplary.
“Her representation was excellent and served as a source of motivation to the younger generation of women in Sierra Leone. She demonstrated confidence, intelligence, discipline, and patriotism, making the nation proud,” Aboud stated.
Representing the Minister of Tourism and Cultural Affairs, Deputy Secretary Sahr Phillip Morsay praised Mariyam for her courage, determination, and commitment to projecting a positive image of Sierra Leone before the international community.
He noted that her performance had inspired many young Sierra Leoneans and reflected the strength, potential, and aspirations of women across the country.
“I personally followed your participation through and through. Your courage, passion, and motivation to stand tall among your peers made all Sierra Leoneans proud and demonstrated the strength and potential of our young women,” Morsay said.
The event concluded with commendations from government officials, pageant organisers, and supporters, who described Mariyam’s participation at Miss World as a significant achievement for Sierra Leone.
Many speakers observed that her performance helped elevate the country’s profile internationally while reinforcing the importance of investing in young women as ambassadors of culture, leadership, excellence, and national development.
With her appointment as MTCA Brand Ambassador, Mariyam Lorba Konneh is expected to play a key role in supporting efforts to promote Sierra Leone’s tourism, culture, and national image both locally and internationally.