The Gambia has launched a package to reposition its tourism sector, including the revised 2025 National Tourism Policy and Strategy, the Tourism Marketing, Branding and Investment Promotion Strategy, six priority investment projects, and a Destination Gambia brand identity. The launch was presided over by Vice President Muhammed Jallow.
Ministry of Tourism, Arts and Culture Permanent Secretary Amie Njie in her welcoming remarks, noted: “Today’s occasion goes beyond the unveiling of strategic documents and a new destination brand identity. It marks a significant milestone in defining a clear direction for the future of Gambian tourism.”
She stated that the six projects will stimulate private sector participation, attract investment, generate employment and ensure tourism delivers benefits to communities. She argued that success will depend on implementation, coordination and partnerships.
World Bank Country Representative Franklin Mutahakana said tourism directly contributes 8.5 per cent to GDP and 6.5 per cent to employment, rising to 15.5 per cent and 11.1 per cent when indirect linkages are included. He said the IFC is supporting expansion of two hotels adding 214 rooms, 600 direct jobs and 1,300 indirect jobs, while reforms could unlock up to US$300 million and 30,000 jobs over five years.
“The Gambia is a beacon of stability and peace in the region. Let us cash in on this opportunity of stability to attract more tourists,” he said. He said the new brand is more than a logo and warned that a destination brand is only as strong as the experience behind it.
Tourism Minister Abdoulie Jobe said while government facilitates, the private sector drives the sector. “We can talk about all these policies, but if the members of the private sector do not put their hands in their pockets to invest in hotels and in other products, we will not be able to sell this destination,” he said.
Vice President Jallow said government has committed more than US$1million to implement the marketing strategy and urged stakeholders to work together. “I call on every Gambian to embrace and promote Destination Gambia. Let us uphold the spirit of the Smiling Coast of Africa,” he encouraged.
