By Assan Bah
The Gambia government through the Ministry of Tourism, Arts and Culture and the International Trade Centre (ITC) has launched a project to promote tourism and culture through women and young entrepreneurs in The Gambia.
Funded by the European Union (EU) at the tone of 9.9 million euros, the project would benefit these groups from investment in sustainable, community-based tourism and creative industries across the country.
“It is a five-year project that seeks to improve the competitiveness, inclusiveness, and sustainability of the tourism and creative industries and will be implemented by ITC in partnership with the government of The Gambia and local and international business support organizations (BSOs) and institutions,” one of the officials stated.
The project, according to officials, builds on the achievements of the initial EU-funded Youth Empowerment Project (2017-2022), which it said is aimed at creating and maintaining jobs, generating income, and boosting economic incentives for climate change adaptation and green growth.
Pamela Coke-Hamilton, Executive Director of ITC, said: “The Youth Empowerment Project we are launching today follows the goals underlined in the Yiriwaa, The Gambia’s National Development Plan 2023-2027, to put front and centre the immense potential for growing the tourism and creative industries sustainably and inclusively. This project reaches micro, small, and medium-sized enterprises (MSMEs), and also the local institutions that they rely on every day – such as the business support organizations.”
His Excellency Mr. Adama Barrow, President of the Republic of The Gambia said: “This project complements our vision to improve the business environment, attract investments, and support MSMEs to become globally competitive. Through the project’s targeted interventions such as product development, Marketing and Branding, skills training, institutional strengthening, and enhancing backward linkages, we expect impactful contributions in creating an enabling ecosystem that enhances economic opportunities for Gambians.”
Immaculada Roca I Cortes, EU Ambassador to The Gambia, said: “The EU-YEP Tourism and Creative Industries Project is part of a broader framework under the Multi-Annual Indicative Programme (MIP) 2021–2024, which reflects our long-term vision for The Gambia.
“This initiative builds upon the successes of previous projects, including the Jobs, Skills, and Finance (JSF), Youth Empowerment Project (YEP), and other ongoing development programs, including investments, skills, and environment. Most importantly, this project will serve as a multiplier for economic progress. It will generate employment, enhance livelihoods, stimulate rural and urban economies, and create opportunities for women, youth, and vulnerable communities.”
“Imagine a private sector where the business environment is enabling, capacities are strengthened, and women are actively engaged in productive sectors of the economy. This is not just a vision — it’s a necessity. This is what the private sector truly wants. With such an environment in place, we can unlock new opportunities, innovate new products and services, create jobs, and ultimately transform The Gambia’s economy for the better,” says Ida Cham Njai, Community-based Entrepreneur.
The project, which focuses on women and youth as the main target beneficiaries, will support the country to diversify source markets and attract more visitors year-round, including tourists with higher purchasing power. At the same time, the initiative will boost The Gambia’s offering of green and inclusive tourism services and improve value chain linkages.
