By Yunus S Saliu
The Gambia Tourism Board (GTBoard), in collaboration with key tourism stakeholders, is hosting a team of Belgian journalists on a familiarisation and educational tour aimed at promoting The Gambia, the “Smiling Coast of Africa,” to the international market.
The visiting media delegation, which arrived over the weekend, represents leading publications with a combined print circulation of over 1.4 million copies and an estimated audience of about two million readers across online and print platforms.
The tour is designed to showcase The Gambia’s diverse tourism assets and is expected to generate extensive media coverage in Belgium and the wider Benelux region, as participating journalists document their experiences across various destinations in the country.
Led by Mamou Suwaneh, Senior Marketing Communication Officer at GTBoard, the itinerary included visits to key attractions within the Tourism Development Area (TDA) and beyond. Sites visited include the Kotu Bridge bird-watching area, Bijilo Monkey Park, a city tour of Banjul, the Kachikally Sacred Crocodile Pool, Kartong Reptile Farm, and a River Gambia excursion from Banjul to Kunta Kinteh Island.
The programme also featured culturally immersive activities tailored to the visiting journalists, including cycling tours reflecting Belgium’s strong cycling culture, as well as home-cooking experiences at Yabouy Home Cooking Village and other cultural engagements.
Speaking on the initiative, the Director General of GTBoard, Ida Jeng Njie, underscored the importance of people-to-people marketing in promoting the country’s tourism appeal.
She stressed the need to consistently present The Gambia positively through authentic cultural experiences while strengthening its international image.
“It is important for us to continue promoting the destination positively so that The Gambia truly lives up to its name as the Smiling Coast of Africa. Our infectious culture and warm smiles continue to attract tourists from across the world,” she said.
The Gambia Tours provided transport services for the visiting journalists, while the Gambia Hotel Association (GHA) facilitated accommodation throughout their stay.
The educational tour forms part of GTBoard’s broader strategy to enhance international visibility and boost tourist arrivals to The Gambia.