The Vice President, Momodou B.S. Jallow, on Monday on behalf of President Adama Barrow presided over the launch of three landmark strategy documents designed to shape the future of tourism development in The Gambia.
The documents - the Revised 2025 National Tourism Policy and Strategy; the Six Priority Investment Business Cases; and the Tourism Marketing and Branding Strategy - align with the 'Yiriwaa National Development Plan 2023-2027' and advance the priorities of economic diversification, job creation, and resilience, establishing a framework for sustainable and inclusive sector governance and development.
The project is under the Tourism Diversification and Resilience in The Gambia Project (TDRGP) under the Ministry of Tourism, Arts and Culture (MoTAC). The event, which attracted key industry stakeholders, diplomats, senior government officials was held at the Sir Dawda Kairaba Jawara International Conference Centre.
In his launch statement on behalf of the President, Vice President Jallow said the occasion marks a significant milestone in 'our national development agenda', while reaffirming government's commitment to making tourism a major driver of economic growth, investment, employment creation and poverty reduction.
"Tourism offers enormous opportunities for our country. Beyond its economic contribution, it promotes our cultural heritage, empowers local communities, creates opportunities for young people and showcases the warmth and hospitality of the Gambian people," he said.
The country's tourism development priorities, he added, are firmly anchored in the Recovery-Focused National Development Plan, 'YIRIWA', particularly Outcome 3.3, which seeks to build a competitive and diversified tourism sector.
"The Revised 2025 National Tourism Policy and Strategy translates these priorities into a comprehensive framework for strengthening the sector's competitiveness, diversifying tourism products, improving the regulatory environment and promoting sustainable and inclusive growth," he said.
Complementing this framework, he added, the Tourism Marketing Strategy and the Branding and Investment Promotion Strategy will strengthen our international visibility, attract investment and position The Gambia more competitively in the global tourism marketplace.
"Our vision for 2030 is to position The Gambia as a destination renowned for its quality, value-for-money coastal experiences, rich cultural heritage and immersive nature-based attractions along the majestic River Gambia," he said.
Thus, the day's launch, he maintained, also presents six priority tourism profile projects designed to attract investment, diversify our tourism offerings and unlock new opportunities for economic growth and employment.
He informed that Government, with support under this Project, has committed more than one million United States dollars towards implementing the Tourism Marketing Strategy. This move, he added, demonstrates their determination to move from policy formulation to concrete action and measurable results.
Welcoming the gathering, Amie Njie-Joof, Permanent Secretary at the Ministry of Tourism, Arts and Culture, underscored the importance of the three documents, describing the day's event as something that goes beyond the unveiling of strategic documents, but that marks a significant milestone in defining a clear direction for the future of Gambian tourism.
The documents, she added, would also strengthen the country's competitiveness in the global marketplace and unlock new opportunities for investment and inclusive economic growth.
The National Tourism Policy and Strategy, she added, provides an updated framework for the sustainable governance and development of this sector; setting a clear direction towards building a resilient, competitive, inclusive, and environmentally sustainable tourism industry.
Equally significant, PS Njie noted, is the introduction of the new Destination Gambia Branding, which gives renewed expression to the country's national tourism image and communicates the distinctive character, heritage, and experience that present The Gambia as an attractive destination for visitors, investors, and strategic partners.
Franklin Mutahakana, the World Bank Resident Representative in The Gambia, said the event reflects an important step in setting a new strategic direction for the development, positioning and promotion of tourism in The Gambia, an agenda the World Bank is pleased to support through the Tourism Diversification and Resilience Project.
"The World Bank Group's International Finance Corporation, the IFC, has a long history of investing in the Gambia tourism sector. Its support includes investments in Kombo Beach Hotel in 1984, Coco Ocean in 2008. Today, the IFC is back in the market to support the expansion of two hotels, which collectively will add 214 rooms, create 600 direct jobs and about 1,300 indirect jobs," he said.
Looking ahead, he made reference to the recent World Bank Group diagnostics, notably the Country Private Sector Development Diagnostic, which is being finalized, pointing to opportunities for private investment to shift the sector beyond low-margin, seasonal charter tourism towards higher value experiences.
In that aspect, he observed that three areas stand out; firstly, refurbishing coastal hotels and attracting international brands; secondly, developing river cruises, ecologies and cultural sites; and thirdly, expanding upscale accommodation for the fast-growing West African visitor market.
He also called for reform to airport fees, the use of idle beachfront land and concessions, which could help unlock these potentials.
He spoke of the World Bank Group's continued support in the diversification of the tourism industry, as it is viewed to be closely connected to the broader objectives of expanding private sector opportunities and increasing the resilience of the Gambian economy, expanding economic growth and ultimately creating more and better jobs for Gambians.
Expressing appreciation to partners, Abdoulie Jobe, Minister of Tourism, Arts and Culture, extended profound gratitude to all stakeholders for making the initiative a success.
Minister Jobe reminded that their role as a ministry is to support, adding that the main driver of this sector is the private sector.
