By Yunus S Saliu
At the 2025 UN Ocean Conference, Pamela Coke-Hamilton, Executive Director of the International Trade Centre (ITC), spotlighted the transformative power of cultural heritage in sustainable development, highlighting the remarkable success of The Gambia’s Janjanbureh Kankurang Cultural and Mask Festival.
In an excerpt video of her statement at the 2025 UN Ocean Conference shared by the Janjanbureh Kankurang Festival, “Sustainable tourism is not just a catchphrase, it’s a powerful engine for growth, inclusion, and cultural preservation.” Coke-Hamilton stated. “At ITC, we’ve prioritized it across the Caribbean, the Pacific, and West Africa because we’ve seen results firsthand.”
One of the most compelling examples she shared came from The Gambia. In the quiet, historic town of Janjanbureh, the annual Kankurang Cultural and Mask Festival has grown from a small local gathering to a thriving international attraction. “Just a few years ago, only about 50 tourists attended. Today, that number has surged to over 1,000, out of 5,000 total attendees,” she said.
The Kankurang festival centered around the vibrant masquerade practices of the Mandinka people is now more than just a cultural celebration. It has evolved into a major economic driver. The event creates vital employment opportunities for local youth, from training in hospitality and event management to roles in logistics, arts, and guiding services.
Moreover, the festival, she attested, has brought new life to Janjanbureh, one of The Gambia’s oldest towns, spurring small business growth and enhancing community pride. The Kankurang tradition itself has gained international recognition, having been designated by UNESCO as an Intangible Cultural Heritage.
Coke-Hamilton emphasized that the Janjanbureh model is a compelling example of how culture and commerce can go hand in hand. “By investing in what makes communities unique, we not only preserve heritage but also unlock sustainable economic opportunities that empower the people who live there.”
As global leaders gathered to chart a sustainable future for oceans and coastal communities, the story of Janjanbureh served as a vibrant reminder: when culture is given space to thrive, it can do far more than entertainment, it can transform.
