The call was made at a Tourism Stakeholders' Consultative Meeting held on Tuesday, September 22, 2026, at the Regional Education Centre in Janjanbureh.
The meeting - the second leg of GTBoard's nationwide consultation - brought together CRR Governor Ousman Bah, Janjanbureh National Assembly Member Omar Jammeh, community elders, the Janjanbureh Area Council, tour guides, Gambia Hotel Association representatives, cultural stakeholders, GTBoard officials, ITC Gambia and officials of the Ministry of Tourism, Arts and Culture.
Speaking on behalf of the Minister, Permanent Secretary Amie Njie said the forum reflects government's vision to harness upcountry tourism as a driver of inclusive growth.
She noted that while coastal tourism remains a key pillar of the national economy, there is significant scope to expand opportunities to other regions, particularly CRR.
The region, she said, is endowed with rivers and waterways, wetlands, forests, wildlife, historic sites, traditional communities, cultural festivals, crafts, agricultural activities, local cuisine and heritage - all capable of offering authentic visitor experiences.
"The challenge before us today is how to transform these resources into sustainable tourism products that generate employment, support local businesses, preserve our heritage and improve livelihoods," she said.
She stressed that tourism development must go beyond visitor numbers to generate meaningful benefits for communities while protecting the resources on which the industry depends. She called for stronger collaboration among government, the private sector, civil society, development partners, traditional authorities and communities.
GTBoard Director General Ida Jeng Njie said The Gambia's tourism industry should no longer be seen as concentrated along the coast.
"The Gambia tourism industry is not limited to coastal areas," she said, adding that the consultations aim to diversify the country's tourism products.
She said tourism development cannot be achieved by government or GTBoard alone, but requires partnerships involving regional authorities, traditional leaders, private operators, women, youth and communities.
Njie challenged CRR stakeholders to identify what makes the region distinct, noting that every region has unique attractions that can make it stand out. She also encouraged domestic tourism and greater participation of women and youth in the tourism value chain.
Governor Ousman Bah said CRR is endowed with remarkable assets, including the historic significance of Janjanbureh, its cultural traditions, waterways, wildlife and heritage. However, he stressed that tourism cannot be developed by government alone and called for active participation by communities, traditional authorities, private operators, tour guides, artisans, hospitality businesses and women's and youth groups.
He identified infrastructure, accessibility, marketing, skills development, investment, heritage preservation, environmental sustainability and stronger links between tourism and local businesses as areas needing attention.
Chairman of the GTBoard Governing Board, Momodou Bamba Saho, said the consultation was intended to understand local priorities and spread tourism benefits more widely.
He cited Janjanbureh's history and living traditions, the Wassu and Kerr Batch stone circles, River Gambia National Park, the river, rural landscapes, local food and community hospitality as major assets. He noted that the stone circles are a UNESCO World Heritage Site and the Kankurang Festival adds to the region's appeal.
Saho urged stakeholders to develop products that encourage visitors to stay longer, saying overnight stays, guided excursions, locally prepared meals and purchases of local products could directly support livelihoods.
He called for opportunities for guides, boat operators, accommodation providers, cultural performers, farmers, fishermen and craft producers, with greater participation of women and young people as business owners.
"The central question is: how do we translate all of this potential into lasting benefits for the people who live here?" he asked.
The forum was held under the theme "Strengthening Partnerships for a More Competitive and Sustainable Destination" and forms part of GTBoard's nationwide stakeholder engagement.
