Sona Jobarteh appointed as Gambia Tourism Board Roaming Ambassador

Sona Jobarteh was officially honoured during a prestigious awards dinner hosted by GTBoard at Casa Afriqa in Kololi on Wednesday. The event celebrated her global influence particularly among Millennial and Generation Z, and her steadfast promotion of the Gambia through music and cultural advocacy.

As Roaming Ambassador, Dr Jobarteh is expected to champion mixed marketing strategies, diaspora, cultural and educational tourism. Her new role also includes attending international trade shows, industry events, and engaging in media and social campaigns to showcase the Gambia’s unique appeal.

In his opening address, Aboubacarr S. Camara, GTBoard Director General, described Sona Jobarteh as “a cultural icon and folk music broker”, whose culturally inspired artistry resonates strongly with younger generations in key source markets such as the United States, the United Kingdom, the Netherlands, Poland, and Belgium.

“It is in this context that we found it fitting to appoint this renowned cultural ambassador to support the Gambia Tourism Board in areas such as diaspora and domestic tourism promotion, influencer marketing, and cultural brokerage,” he said.

He further explained that Dr Jobarteh will serve as a cultural envoy, promoting the Smiling Coast of Africa as a top-of-mind destination and helping to protect its positive global image.

In her acceptance remarks, Sona Jobarteh delivered a powerful and heartfelt speech, emphasizing her deep connection to her cultural heritage and her ongoing commitment to national development.

“There is nothing more meaningful to someone from my tradition than to be recognised among those who have contributed significantly to our heritage,” she said. “I carry the responsibility of the family and tradition I was born into. This recognition means more to me than words can say.”

She recounted how she has dedicated over a decade to promoting the Gambia often behind the scenes through music, education, and advocacy. She reflected on her song "Gambia," released a decade ago to commemorate the country’s 50th independence anniversary, which she originally created for Gambians in the diaspora to inspire pride and connection to their roots.

“Even before this appointment, I’ve been promoting this country tirelessly,” she said. “Now that the eyes are watching, I feel empowered to do even more. Whether anyone is watching or not, I will continue, because this is my life’s purpose.”

Sona Jobarteh, founder of the Gambia Academy, highlighted the importance of legacy and education. “I am investing in our most valuable resource our human capital. This is why education means everything to me, and I am committed to ensuring the next generation has what it takes to elevate our nation,” she said.

Also speaking at the event, Dr Ismaila Ceesay, Minister of Information, praised Dr Jobarteh’s contributions. “You are representing a country that is easy to promote our history, our culture, our people, our geography everything is beautiful,” he said. “Your music, especially the Kora, has helped sell the Gambia globally long before this appointment.”

He commended the Ministry of Tourism for its efforts and affirmed the alignment between tourism and information sectors in branding the country internationally.

Delivering a tribute on behalf of the Minister of Tourism, Arts and Culture, the Chairman of GTBoard, Dr Samba Batch Fye, shared his personal connection with the Kora tradition and the Jobarteh family, describing the appointment as both meaningful and historic.

“This is a privilege, not only because of your achievements, but because of the deep cultural legacy you represent. I’ve worked with many Kora players across the diaspora, and I know the lineage you come from,” he stated.

Among dignitaries present at the award dinner in honouring the newly appointed Roaming Ambassador for Destination Gambia included Minister of Tourism, Arts and Culture (MOTAC), Secretary to the Cabinet and Head of the Civil Service, Permanent Secretary at MOTAC, Director General of the National Centre for Arts and Culture (NCAC), senior officials from GTBoard, MOTAC, NCAC, Manager of Sona Jobarteh, GTBoard Governing Board, tourism stakeholders – GHA, TTAG, others.

Sona Jobarteh’s appointment marks a new chapter in The Gambia’s cultural diplomacy, blending traditional heritage with modern strategies to boost tourism and global recognition.