Monrovia-A Memorandum of Understanding has been signed between the National Transit Authority (NTA) and the Liberia National Tourism Authority (LNTA) for the use of public transportation as a platform to promote Liberia’s tourism destinations, cultural heritage, and national identity.
The agreement, signed Wednesday, September 16, 2026, in Monrovia, introduces the “Moving Canvas Initiative,” a joint program that will transform selected NTA buses into mobile platforms for tourism marketing, cultural awareness, public education, and destination promotion.
The MOU was signed by NTA Managing Director Edmund Forh and LNTA Director General Princess Eva Cooper.
Under the initiative, selected NTA buses will carry visual and digital materials showcasing Liberia’s tourism destinations, cultural attractions, heritage, and other opportunities available across the country.
The buses are expected to travel along major transportation corridors, allowing passengers and members of the public to encounter tourism information as part of their daily movement.
The partnership is primarily intended to increase public awareness of Liberia’s tourism potential and encourage more Liberians to explore destinations within the country.
Through the branding of NTA buses, the two institutions hope to give greater visibility to tourism sites and cultural assets that may not receive sufficient public exposure.
The initiative will also provide a platform for highlighting Liberia’s cultural heritage through creative designs and other promotional content displayed on selected buses.
Officials say using public transportation in this way will allow tourism information to reach a wider audience while connecting destination marketing with the everyday activities of Liberians.
Beyond promoting tourism, the Moving Canvas Initiative is also expected to create opportunities for advertising, co-branding, sponsorship, and other approved branding arrangements.
According to the partnership framework, such arrangements could help support the sustainability of the initiative while providing opportunities for businesses and other partners to associate with Liberia’s tourism promotion efforts.
The collaboration is also expected to create space for Liberia’s creative sector to contribute to the development of tourism-related content and the visual presentation of the country’s destinations and cultural identity.
The MOU represents a new area of cooperation between the NTA and LNTA as both institutions seek to connect transportation, tourism, culture, and national development.
The two agencies intend to work together to identify suitable buses, transportation corridors, and tourism content for the initiative.
Rather than limiting public buses to transportation services, the partnership seeks to use them as moving platforms for telling Liberia’s story and promoting the country’s tourism assets.
The initiative is expected to highlight destinations while encouraging both Liberians and visitors to learn more about the country’s cultural and natural attractions.
The NTA and LNTA say the partnership reflects their commitment to finding innovative ways to promote tourism and increase public awareness of Liberia’s attractions.
By taking tourism content directly into communities through buses operating on major routes, the Moving Canvas Initiative could provide a broader platform for destination marketing and public education.
Following the signing of the MOU, the two institutions are expected to proceed with the implementation process, including the selection of buses and development of branding and tourism content.
The partnership ultimately seeks to make public transportation more than a means of mobility by turning selected NTA buses into moving platforms for promoting Liberia’s destinations, culture, heritage, and tourism opportunities.
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