By Biran Gaye
In a significant move to reposition destination Gambia in this competitive tourism sector, stakeholders have officially validated a comprehensive strategic plan aimed at enhancing its appeal as a premier travel destination.
The event, attended by key stakeholders including officials from Ministry of Tourism and Culture, Gambia Tourism Board, tourism experts, and representatives from the private sector, marks a pivotal moment for the nation’s economy which heavily relies on tourism.
The strategic plan, validated on Tuesday, May 20 at Ocean Bay Hotel, outlines a series of initiatives designed to improve infrastructure, promote investment, cultural heritage, and sustainable tourism practices.
It seeks to address the challenges faced during the global pandemic which severely impacted tourist numbers and highlighted the need for diversification in the sector.
During the validation ceremony, Director of the Tourism Diversification and Resilience Project Momodou Ceesay expressed optimism about the scheme, acknowledging the participatory and consultative process of formulating the policy document.
“This strategic initiative is game-changing as it sets us on the path to leveraging on our country’s tourism potential,” he stated.
Ceesay commended the stakeholders for their unwavering collaboration and support toward the tourism sector.
The plan, which proposes several key projects, including the promotion of sustainable and regerative practices, enrichment of cultural festivals, and the promotion of unique Gambian cuisine, highlights the importance of community-based tourism, with the scheme designed to spur socio-economic growth of local communities.
Board Chair of Gambia Tourism Board Samba Batch Faye says the sector has been undergoing transformation glabally, which calls for a rethink of marketing strategies to attract younger travellers and other high value market segments.
“I am pleased to underscore that these emrging dynamics in tourism have been adequately captured in this robust marketing and branding strategy document,” he noted.
“The Gambia must ensure that its natural resources are preserved and add value to them for tourist attraction,” the consultant said, highlighting the country’s untapped potential which could be a lifeline to the tourism sector.
With Gambia experiencing a gradual recovery in visitor numbers post-pandemic, the government, through strategic investments in marketing and product development, aims to build on its gains.
Through the plan, the government aims to strengthen partnerships with international tourism organizations to increase visibility and accessibility for potential travelers, improve existing tourist attractions and eperiences, improve river-based tourism facilities, enhance nature-based tourism, as well as strengthen core products.
Experts believe that with the right execution, The Gambia could reclaim its status as one of West Africa’s top tourist destinations. The government plans to roll out the first phase of the strategic initiatives starting early next year, with regular assessments to monitor progress and adapt as needed.
As The Gambia embraces this new roadmap for tourism, the hearts and hopes of its people shine brightly, eager to welcome visitors back to their shores with the warmth and hospitality synonymous with this vibrant nation.
