By: Yunus S. Saliu
The Gambia Tourism Board (GTBoard) on Monday took a significant step in promoting Destination Gambia by participating in the ongoing three-day Experience Africa 2025 B2B trade event, held in Bishopsgate, London. The event, which began on Monday, 23rd June, will run until 25th June 2025.
Organised by the African Travel & Tourism Association (ATTA), Experience Africa has been the premier platform for African travel trade since its launch in 2018. The event connects leading tourism suppliers from across Africa with active buyers from the UK, Europe, and other key global markets. It offers strategic networking opportunities for businesses seeking to expand their African travel portfolios.
Each year, the event fosters new partnerships, provides a platform for sharing industry insights, and celebrates the richness of African tourism, contributing to growth across the continent’s travel sector.
Speaking shortly after the opening day with this medium, Adama Njie, Director of Tourism Promotion at GTBoard’s UK Office, emphasized the significance of the event for Destination Gambia.
“It is a valuable platform for networking, business development, and destination promotion,” Njie stated.
He explained that through pre-arranged meetings with international tour operators, travel agents, and buyers, GTBoard is actively showcasing The Gambia’s diverse tourism offerings ranging from cultural heritage and eco-tourism to responsible travel and sustainable development initiatives.
“By attending Experience Africa, GTBoard aims to strengthen strategic partnerships, expand its market presence in the UK and Europe, and position The Gambia as a compelling, year-round travel destination,” he added.
The Experience Africa platform continues to evolve, offering unmatched access to a global network of buyers eager to enhance their Africa-focused travel products.
Commenting on the event’s broader impact, Chris Mears, CEO of ATTA Events, remarked, “This event is built on connection. The participants are not only meeting, but also sharing ideas and taking action to shape the future of African travel.”
With a growing international appetite for authentic and sustainable travel, GTBoard’s presence at Experience Africa 2025 underscores its commitment to boosting visibility and positioning The Gambia as a destination of choice in the global travel market.