The Gambia is undertaking a bold transformation of its tourism sector with the development of a new marketing strategy and brand identity, designed to capitalise on emerging market trends and attract a more diverse visitor base. Through comprehensive consultation with private sector operators and public sector stakeholders, the initiative seeks to redefine The Gambia’s tourism positioning while maintaining the country’s established reputation as a premier beach destination.
This initiative is a core component of the World Bank-funded Tourism Diversification and Resilience Project (TDRP), which aims to future-proof The Gambia’s tourism industry by fostering investment, improving infrastructure, and expanding market reach. The strategy is closely linked to broader efforts under the TDRP to create a more sustainable, inclusive, and competitive tourism sector.
With changing global travel preferences, The Gambia is identifying high-potential segments that align with its unique oDerings. The new strategy will highlight eco-tourism, birdwatching, heritage tourism (with Kunta Kinteh Island serving as a key attraction for the diaspora market), water- based activities along the River Gambia—Africa’s most navigable waterway—as well as hiking and cycling adventures. The country’s warm hospitality, accessibility from Europe, and English- speaking population further strengthen its appeal.
Mr Abubacarr Camara, Director General of the Gambia Tourism Board, stressed the need for innovation and diversification in the sector: “The world’s travel patterns are evolving, and The Gambia is adapting. While we continue to celebrate our world-class beach tourism, we are also unlocking the potential of eco-tourism, heritage experiences, and adventure travel. We see increasing interest from cruise lines, and growing demand from Eastern and Southern Europe, as well as MICE tourism from West Africa.”
As market demand dictates the type of tourism products that need to be established, this strategy aligns closely with The Gambia’s investment agenda, ensuring that infrastructure and oDerings evolve in tandem with visitor expectations. This approach will not only create new opportunities for investors but also enhance the sustainability and resilience of the sector.
A key component of the strategy is a refreshed brand identity that reflects The Gambia’s ambition to diversify and expand its tourism market. A revamped website and increased focus on digital marketing will modernise the country’s outreach eDorts, ensuring that The Gambia remains competitive in an increasingly digital-driven travel landscape.
With a clear roadmap, strategic investments, and broad stakeholder engagement, The Gambia is positioning itself as a leading, multi-faceted destination ready to welcome travellers seeking both relaxation and adventure.
