Tourism remains a vital pillar of The Gambia’s economy, offering immense potential for growth, employment, and international recognition. But for “The Smiling Coast of Africa” to truly become a top-tier destination in West Africa, the focus must shift beyond infrastructure and branding to human capital development.
This is the central message from Uche Emmanuel Chinonso, a respected tourism development expert, who has called for a deliberate and strategic approach to capacity building in The Gambia’s hospitality and tourism sector.
Chinonso emphasized that continuous professional training and workforce development are the most transformative investments The Gambia can make to elevate its tourism industry. “From hotel receptionists and chefs to tour guides and travel consultants, the quality of service professionals directly impacts tourist satisfaction, repeat visits, and the country’s international image,” he noted.
In his detailed recommendations, Chinonso outlined five key pillars for a comprehensive capacity-building framework, these included strengthening or establishing dedicated hospitality and tourism training centers offering diplomas, certificates, and short courses. These should reflect Gambian needs while aligning with global standards, focusing on customer service, hotel management, culinary arts, eco-tourism, and digital marketing tools.
Hotels, restaurants, resorts, and tour operators should regularly train staff through structured in-house programs tied to performance metrics. Continuous upskilling ensures service consistency and raises overall professionalism.
Chinonso recommends that the Gambia Tourism Board and the Ministry of Tourism and Culture enforce minimum training and certification requirements across the sector. National audits and a hospitality certification scheme could drive quality and accountability.
Collaboration between government, businesses, and development partners, he said, is essential to scale up training. Incentives such as tax reliefs and grants can motivate investors to invest in human resource development.
In a post-COVID, AI-driven era, he advised, tourism professionals must master digital tools from online booking systems to social media marketing and virtual tourism content. This digital fluency is now essential for competitive service delivery.
More so, he highlighted the importance of inclusive capacity building that targets women, youth, and marginalized communities. Empowering these groups with tourism-related skills, he said, promotes social mobility, gender equity, and community resilience.
“Tourism is not just about places, it’s about people. Authentic, professional service is what leaves lasting impressions. Beautiful destinations mean little if the experience delivery is substandard,” he added.
He however urged national leaders, investors, educators, and tourism stakeholders to treat human resource development as the foundation of long-term tourism success.
By setting standards, fostering partnerships, and making strategic investments in people, The Gambia can position itself, not only, as a preferred tourist destination but also as a benchmark for hospitality excellence in Africa.
