By: Yunus S. Saliu
In a vibrant assembly of leaders, experts, and stakeholders in the tourism industry, The Gambia marked a pivotal moment in the evolution of its tourism sector by officially endorsing a comprehensive new national tourism marketing strategy plan. This strategy plan encompasses tourism marketing, branding, investment promotion, and a detailed implementation action plan.
The validation session held at the Ocean Bay Hotel, Cape Point, Bakau, marked another milestone in the Tourism Diversification and Resilience in The Gambia (TDR) project under the Ministry of Tourism, Arts and Culture (MOTAC).
The marketing strategy was developed by The Journey, the project’s consulting team by incorporating in the final document their valuable inputs, and with this validation, consultants will provide implementation support for the strategy.
Addressing the stakeholders on behalf of the Permanent Secretary of MOTAC, Momodou Ceesay, the Project Coordinator of the TDR welcomed guests. He emphasized the importance of the strategy plan in revitalizing the tourism sector through collaboration, innovation, and inclusivity.
“This process has been extremely participatory, consultative, and hugely rewarding,” the Coordinator noted, highlighting the frank and productive discussions among key stakeholders since the beginning of the initiative.
From the initial Terms of Reference (TOR) to consultant selection and extensive training sessions, industry players have been deeply involved, he said., he said.
The strategy, developed by renowned consultancy firm The Journey, led by Mike Fabricius, received high praise for its professionalism and collaborative approach. “I’ve been involved in the recruitment of consultants for nearly 18 years,” the Project Coordinator said, “and I can tell you, the team from The Journey is one of the best.”
Key moments in the process included the development of thorough situation analyses on tourism markets and branding, investment promotion, and stakeholder-led branding workshops. He acknowledged the notable memory of the branding training session that left a lasting impression.
He lamented that the new marketing strategy reflects a strong sense of ownership among stakeholders, driven by the coordination of the Gambia Tourism Board (GTBoard).
Stakeholders are now urged to remain open-minded and receptive to diverse views as the strategy enters its final phase.
“Change is a paradox,” the coordinator reflected. “It is the only constant in life, yet it is also the most difficult. In tourism, if you are not dynamic, innovative, and ready to adapt, you get left behind.”
Meanwhile, the validation meeting brought together industry leaders including GTBoard Chairperson, Batch Faye, Director General. Aboubacarr S. Camara, lead consultant Mr. Mike Fabricius, and prominent tour operators such as Angela Andrews of West African Tours and Liane Sallah of African Adventures.
However, Momodou Ceesay extended appreciation to all stakeholders for their continued collaboration and support in shaping the future of tourism in The Gambia.
Mike Fabricius of The Journey Consultancy firm made a presentation of the 203-page report of the Marketing, Branding, and Investment Promotion Strategy for validation.
Giving a summary of the report, he said it was formulated as part of the government of The Gambia’s Tourism Diversification and Resilience in The Gambia Project (TDRGP) to guide the marketing of tourism for the next five years.
He noted that it included a five-year action plan with corresponding activities, tactics, targets, and budgets while adding that the document is the result of an intensive analysis and consultative process that has included an in-depth situation analysis report and various stakeholder consultative meetings and workshops.
Therefore, “It is meant to be a “living” strategy that will be regularly evaluated and revised as necessary, based on performance against measurable strategic objectives,” he expressed.
About TDRGP
The Tourism Diversification and Resilience in The Gambia Project (TDRGP) is a five-year project supported by US$68 million IDA Investment Project Financing (IPF) and implemented by the Ministry of Tourism, Arts, and Culture with aims to transform the Gambia’s tourism sector by promoting growth and diversification.
