By Seedy Jobe
The Gambia Tourism Board (GTBoard) on Thursday brought together government officials, tourism operators, development partners, and community representatives for a high-level consultative meeting aimed at strengthening collaboration and improving the country’s competitiveness as a tourism destination.
The meeting, held at Paradise Suites Hotel under the theme “Strengthening Partnerships for a More Competitive and Sustainable Destination,” served as a platform to review the performance of the recently concluded tourism season, identify challenges facing the industry, and develop strategies for the 2026–2027 season.
Participants included representatives from government ministries, regulatory institutions, the private sector, security services, local communities, and the media, reflecting what officials described as a broad-based effort to shape the future of one of The Gambia’s most important economic sectors.
Opening the meeting, the Director General of the Gambia Tourism Board, Ida Jeng Njie, said the tourism industry had reached a pivotal moment that demands greater cooperation among all stakeholders.
She said while the sector continues to present significant opportunities, it also faces increasingly complex challenges that cannot be addressed by government institutions alone.
“Our presence here reflects our shared commitment to the growth, resilience, and long-term success of the tourism sector,” Mrs. Jeng Njie said. “We are navigating both significant opportunities and complex challenges, and sustainable development requires all stakeholders working together.”
She described tourism operators, community leaders, and industry partners as essential contributors to policy development, noting that their experiences and feedback help shape decisions that improve service delivery and strengthen the industry.
Mrs. Jeng Njie also outlined the Board’s strategic priorities, saying greater emphasis would be placed on destination marketing through enhanced branding and image-building initiatives, alongside stronger collaboration with public and private sector partners to attract investment in tourism infrastructure, products, and services.
She disclosed that Cabinet has approved a new marketing, branding and investment promotion strategy designed to reposition The Gambia as a responsible, welcoming destination offering world-class visitor experiences.
The Chairman of the GTBoard Governing Body, Momodou Bamba Saho, said the meeting’s theme reflected the principles that would determine the future success of the country’s tourism industry.
He argued that partnership, competitiveness, and sustainability—not marketing budgets alone—would ultimately define The Gambia’s ability to compete in an increasingly competitive global tourism market.
“We meet under a theme that is more than a formality,” Mr. Saho said. “If we get partnership, competitiveness, and sustainability right, Destination Gambia has a future equal to its promise.”
Mr. Saho thanked the Ministry of Tourism, Arts and Culture for its policy guidance and acknowledged the contributions of development partners and private sector operators, saying the country’s tourism brand is shaped not only by government policy but by the experiences visitors encounter in airports, hotels, craft markets and local communities.
He emphasized that the Governing Body’s responsibility is to provide strategic oversight rather than manage the day-to-day operations of the Tourism Board.
According to Mr. Saho, the consultative meeting was intended to conduct an honest assessment of the 2025–2026 tourism season by examining successes and shortcomings, drawing lessons from recent experiences and developing practical recommendations to guide planning for the next tourism season.
Representing the Minister of Tourism, Arts and Culture, the ministry’s Permanent Secretary, Amie Njie, reaffirmed the government’s commitment to creating an enabling environment for the Tourism Board to implement its mandate under the GTBoard Act of 2011.
She said the ministry’s priorities under the National Tourism Policy and Strategy 2023–2033 include promoting inclusivity, innovation, collaboration and the efficient use of resources while ensuring the sector remains resilient and sustainable.
Mrs. Njie noted that tourism depends on strong cooperation between public institutions and private operators to deliver quality visitor experiences.
Quoting the UN Tourism Organization, she said destination management succeeds only through effective partnerships between government agencies and the private sector.
She also urged stakeholders to embrace prudent financial management and innovative approaches to resource mobilization amid growing fiscal pressures, while encouraging tourism businesses to invest in environmentally sustainable products that highlight authentic Gambian culture and experiences.
The Gambia Tourism Board said recommendations emerging from the consultative meeting will help shape future policies and marketing strategies aimed at enhancing Destination Gambia’s visibility in regional and international markets, attracting greater investment and increasing visitor arrivals in the 2026–2027 tourism season.
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