By Lamin Njie
The Gambia’s Tourism, Marketing, Branding, and Investment Promotion Strategy and Implementation Action Plan was recently validated at Ocean Bay Hotel in Cape Point, Bakau.
This document was created as part of the Government of The Gambia’s Tourism Diversification and Resilience in The Gambia Project (TDRGP). It will guide tourism marketing for the next five years and include a five-year action plan with corresponding activities, tactics, targets, and budgets.
The document is the result of an intensive analysis and consultative process that included an in-depth situation analysis report and various stakeholder consultative meetings and workshops. It is meant to be a living strategy that will be regularly evaluated and revised as necessary, based on performance against measurable strategic objectives.
Background
The Gambia is blessed with a magnificent coastline, and the majestic River Gambia provides a backdrop for riverboat safaris and viewing wildlife such as hippos, monkeys, and exotic birds. While sun, sea, and sand tourism has been the backbone of the tourism economy for many years, eco and adventure tourism remain underexplored.
Despite recent setbacks such as the COVID-19 and Ebola pandemics, The Gambia’s tourism industry is on the path to recovery, supported by relaxed COVID-19 restrictions, stable political conditions, and increased tourism promotion.
Government investments in infrastructure, including roads, ports, and energy projects, aim to enhance operational efficiency and effectiveness within the sector. However, tourism development is hampered by inefficiencies in the enabling environment, limited air access, poorly diversified markets and products, highly seasonal demand dominated by charter operators, and skills shortages in areas of experiential and sustainable tourism development, among others.
The Draft National Tourism Policy and Strategy (NTPS, 2023-2032) aims to consolidate the gains made, address existing and emerging challenges, and re-position the sector to render it more competitive, thereby enhancing its contribution to the national economy, employment, incomes, and livelihoods of small-scale operators and returns on investments.
