Gambia Launches New Tourism Policy, Investment Strategy, and National Brand Identity

By Makutu Manneh

The Gambia has unveiled a new National Tourism Policy and Strategy, a marketing and investment promotion framework, six priority investment projects and a national tourism brand logo as part of a broader effort to diversify the sector, attract investment and strengthen the country’s position in the global tourism market.

The initiatives, developed under the Tourism Diversification and Resilience in The Gambia Project (TDRGP) through the Ministry of Tourism, Arts and Culture, were launched at a ceremony presided over by Vice President Muhammed B.S. Jallow and attended by government officials and tourism industry stakeholders.

Speaking at the ceremony, Minister of Tourism, Arts, and Culture Abdoulie Jobe described the launch as a major milestone in the country’s tourism development agenda, highlighting the importance of collaboration, strong partnerships, and a shared commitment to advancing the industry.

Mr. Jobe said the initiatives demonstrated what could be achieved through collective efforts and a common national vision.

He emphasized that The Gambia itself was both the product and the destination, arguing that every Gambian had a responsibility to protect the country’s image and create an environment that encourages visitors to return.

“We have to jealously guard this destination because if we don’t, visitors will go somewhere else while we sit to complain there are no visitors,” he said.

The minister stressed that maintaining the country’s attractiveness as a tourism destination required collective responsibility, warning that failure to protect its reputation could undermine its competitiveness.

Representing President Adama Barrow, Vice President Jallow reaffirmed the government’s commitment to making tourism a major driver of economic growth, investment, job creation and poverty reduction.

He described the launch as a significant step toward achieving the country’s national development objectives, noting that tourism remained an important component of the government’s economic transformation agenda.

According to the vice president, the new initiatives align with the Recovery-Focused National Development Plan, particularly Outcome 3.3, which prioritizes the development of a competitive and diversified tourism sector.

“The tourism market 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,” he said.

Mr. Jallow expressed confidence that the policy and investment frameworks would improve the country’s international visibility while creating opportunities for sustainable growth across the tourism industry.

World Bank Group Resident Representative for The Gambia, Frankly Mutahakana, welcomed the initiatives, describing their launch as an important step toward establishing a clearer strategic direction for the development and international promotion of Gambian tourism.

He reaffirmed the World Bank Group’s commitment to supporting the country’s tourism development agenda through the Tourism Diversification and Resilience Project, which aims to improve the sector’s competitiveness and ability to withstand economic and other external shocks.

Mr. Mutahakana said the new frameworks would help strengthen the country’s positioning as a tourism destination and support efforts to expand investment opportunities.

Permanent Secretary at the Ministry of Tourism, Arts and Culture, Amie Njie Joof, said the significance of the launch extended beyond the introduction of policy documents, investment strategies and a new national brand identity.

She described the occasion as a defining moment in shaping the future of Gambian tourism, emphasizing the need for a coordinated approach to improving the country’s competitiveness in an increasingly demanding global market.

Ms. Joof said the initiatives would provide a clearer direction for the industry’s development, support investment promotion and create opportunities for more inclusive economic growth.

The newly launched National Tourism Policy and Strategy is expected to guide the sector’s long-term development, while the marketing, branding and investment promotion framework seeks to strengthen The Gambia’s international profile and attract new investors.

The six priority investment projects are intended to support tourism diversification and create opportunities for further development within the industry.

The new national tourism brand logo is also expected to play a central role in promoting The Gambia’s identity as a destination and strengthening its appeal to international visitors.

Together, the initiatives form part of the government’s efforts to move toward a more competitive, diversified and resilient tourism industry, with greater emphasis on investment, employment creation and sustainable economic development.

The government hopes the new policy direction will strengthen tourism’s contribution to the national economy while ensuring that the benefits of the sector’s growth extend to more Gambians.