However, this stakeholder engagement for the development of The Gambia Tourism Marketing Strategy is expected to guide the country’s marketing of tourism from 2025 onwards. In this vein, it will include a 5-year Action Plan with corresponding activities, targets and budgets, which will align with future Gambia Tourism Board budgets and capacities. The interactive forum was held at the Kairaba Beach Hotel, Kololi and brought together different stakeholders across the industry.
Addressing the gathering, Foday Bah, Officer-In-Charge of Marketing Gambia Tourism Board, expressed great pleasure over the engagement, saying the document is a very important one for the stakeholders in view of the fact that the consultants are in attendance to hear stakeholder’s view and recommendations on this branding and marketing strategy.
In addition, he said the training component will accord participants the opportunity to share their views, and recommendations for the consultants to do a diligent work.
Agnes John Tomasi, ta stakeholder engagement specialist for the project representing RCM the local partner, expressed delight to be part of the strategic process that is important in tourism development in the country.
She described tourism as one of the drivers of The Gambia’s economy and that it should be given all the importance it deserved.
He indicated that RCM is pleased, excited and ready to work with the Ministry to ensure that it contribute to this process as consultant, while pointing out that there are lots of potential in tourism sector.
Declaring the forum open on behalf of Permanent Secretary of MOTAC, Brian T Mullis, Tourism Specialist for Marketing, Branding and Investments, acknowledged the remarkable contribution of partners present at the workshop, further describing the move as crucial.
He revealed that it is a necessary engagement as the team of specialists is here to undertake a situational analysis and to inform the development not only in terms of marketing and branding strategy, but the identification and promotion of prioritized tourism investment opportunities such as Denton Bridge and other key locations that need to be optimized for tourism developments.
He affirmed that all this work is designed to help to diversify The Gambia's tourism products in view of the demanding markets and the types of products that Destination Gambia has to offer.
Mullis made reference to the country’s abundant sunlight, sand and sea couple with the vast unexploited experience in the areas of nature, adventure, culture and so on.
“Ultimately, this will increase the resilience of the hospitality and tourism sectors, drive job creation and create other co benefits, including Environmental Conservation.”
To this end, he revealed that this stakeholder engagement for the development of The Gambia Tourism Marketing Strategy is expected to guide the country’s marketing of tourism from 2025.
“It will include a 5-year Action Plan with corresponding activities, targets, and budgets, which will align with future Gambia Tourism Board budgets and capacities.”
More so, it aims to create more awareness and interest in the destination among potential visitors, both domestic and international and as well seeks to differentiate the destination from its competitors by communicating its unique value proposition and what sets it apart from other destinations.
