New roadmaps set course for tourism growth

The national validation exercise, organised by the International Trade Centre (ITC) in collaboration with the European Union, was held on Wednesday at the Senegambia Beach Hotel under the EU-funded Youth Empowerment Project Tourism and Creative Industries.

The roadmaps are expected to provide a strategic framework for building a more competitive, inclusive and sustainable tourism and creative economy. They place particular emphasis on empowering micro, small and medium-sized enterprises (MSMEs), women and young people while improving investment opportunities, market access and institutional support.

Developed through an extensive consultative process involving stakeholders across the country, the documents present diagnostic findings, strategic priorities and action plans aimed at addressing key challenges facing the sectors.

Among the priorities identified are improving the business environment, strengthening institutional frameworks, expanding investment opportunities and increasing access to domestic and international markets for tourism and creative products and services. The roadmaps also seek to boost the competitiveness of MSMEs and create sustainable employment opportunities for young people and women.

Speaking at the validation ceremony, Lumana Kamashi, representative of the European Union, reaffirmed the EU’s commitment to supporting The Gambia’s economic transformation through the Youth Empowerment Project.

“The project reflects our commitment to creating opportunities for young people, strengthening the private sector and promoting inclusive economic growth,” Kamashi said.

Permanent Secretary at the Ministry of Tourism and Culture, Amie Njie-Joof, highlighted the changing dynamics of global tourism, noting that modern travellers increasingly seek authentic cultural experiences, sustainability and digital connectivity.

She revealed that under the Creative Industries Roadmap, The Gambia will, for the first time, adopt a cluster-based approach that groups creative practitioners into Creative Goods, Creative Services and Creative Experiences.

“We will operationalize the Collecting Society of The Gambia to strengthen the protection of intellectual property rights, establish a national Creative Hub for production and collaboration, and ensure that local artists and artisans become primary suppliers within the tourism value chain,” she stated.

Yusupha Keita, ITC Country Representative, assured stakeholders of the organization’s continued support during the implementation phase.

“We will work closely with all relevant partners to ensure the successful implementation of the roadmap and help unlock the full potential of the tourism and creative industries,” he said.