The arrival of the first direct charter flight for the 2026/2027 tourism season, carrying 139 passengers from London to Banjul, offers renewed hope for The Gambia’s tourism industry. With expectations of increased air connectivity from the United Kingdom, the country has an opportunity to strengthen tourism’s contribution to economic growth, employment and community development.
The Gambia Tourism Board’s optimism is understandable. The prospect of about seven weekly flights from the UK during the season could boost visitor arrivals and create opportunities for hotels, restaurants, tour operators, transport providers and small businesses. However, success should not be measured solely by the number of tourists arriving at Banjul International Airport. The real test is how much the country earns and how widely those benefits are distributed.
For too long, tourism has been heavily concentrated around coastal resorts and the Greater Banjul Area. While these establishments remain important, the country’s cultural heritage, wildlife, birdwatching opportunities and rural attractions deserve greater attention. Expanding tourism beyond the coast could create employment in rural communities, support local enterprises and encourage visitors to stay longer.
The Tourism Board’s engagement with stakeholders and efforts to promote birdwatching and cultural experiences are therefore welcome. Nevertheless, promotion must be matched by investment in infrastructure, reliable transport, sanitation, trained guides and quality visitor services. Communities must also be involved in planning and benefit directly from tourism activities.
Visitor safety and fair competition require equal attention. Authorities should ensure that tourism operators comply with regulations while protecting visitors from harassment, exploitation and insecurity. Transparent enforcement would help build confidence among tourists and legitimate businesses alike.
As the new season unfolds, the government and tourism stakeholders must look beyond arrival figures and promotional campaigns. They should prioritise service quality, environmental protection, cultural preservation and local participation.
The Gambia’s tourism future depends not simply on attracting more visitors, but on ensuring that tourism generates sustainable prosperity for Gambians across the country.
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