By Yunus S. Saliu
Tourism officials from The Gambia have expressed optimism over the country’s participation in the just-ended International Tourism Trade Fair (FITUR), held at IFEMA in Madrid, Spain, from January 21 to 25, 2025.
Speaking to journalists on the sidelines of the event, The Gambia’s Minister of Tourism, Arts and Culture, Abdoulie Jobe, said the country’s main objective at FITUR was to enhance its visibility in the Spanish market and other parts of Europe.
“Our expectations are simple and clear: to create visibility for the destination so that people know more about The Gambia, the Smiling Coast,” Jobe said, noting that FITUR provides an annual platform to showcase the country’s tourism potential through public-private partnerships.
He said The Gambia is strengthening its “Team Gambia” approach, which places the private sector at the centre of tourism promotion and marketing efforts.
According to the minister, this year’s participation was redesigned to maximise impact, featuring improved branding and a more attractive exhibition stand to draw attention to the destination.
“This is about creating demand. When demand exists, access will not be a challenge,” he said, adding that engagements with tour operators and independent travellers were already generating positive interest.
Jobe said the Ministry and its partners would conduct a detailed assessment of outcomes using a structured reporting template, stressing that sustained follow-up with contacts made at the fair would be crucial to translating interest into concrete results.
He highlighted The Gambia’s key tourism strengths, including safety and security, proximity to Europe and its reputation as the “Smiling Coast,” expressing confidence that collaboration with the private sector would position the country as a preferred destination.
In a brief remark, Director General of the Gambia Tourism Board (GTBoard), Ida Jeng Njie, described The Gambia as a welcoming and distinctive destination.
“Our people are our greatest asset. Gambians are friendly, warm and accepting,” she said, highlighting the country’s culture, wildlife and diverse tourism experiences.
She said The Gambia offers a broad range of attractions, including cultural festivals, culinary tourism, honeymoon and family holidays, while assuring visitors of safety through the Tourism Security Unit operating in designated tourism zones.
Meanwhile, Director General of the Sierra Leone Tourism Board, Fatmata [surname not provided], said FITUR offered a valuable opportunity for engagement with international partners, while also drawing attention to challenges facing the sector.
“Our focus is on building the business through data-driven intelligence. One of the major challenges is the availability and value of reliable data, which is critical for transformation and growth in tourism,” she said.
The five-day FITUR exhibition brought together tourism destinations, boards, operators and investors from around the world, providing West African countries with a platform to promote their offerings, forge partnerships and enhance their competitiveness in the global tourism market.
