By Yunus S Saliu
As 2024 comes to an end, the Gambia Tourism Board (GTBoard) under the Ministry of Tourism, Arts and Culture (MOTAC) stands proud of its remarkable achievements in advancing the country’s tourism sector. As a result of its effort, the country has seen a notable surge in tourist arrivals, fueled by well-executed marketing campaigns targeting international, regional, and domestic markets.
From an impressive increase in visitor arrivals to innovative marketing campaigns that captured the attention of both international and regional travelers, the year marked a transformative period for The Gambia as a top tourism destination. Through strong promotional strategies, a commitment to corporate social responsibility, and investments in training and development, the GTBoard has significantly contributed to the sustainable growth of the tourism industry.
However, challenges remain in certain areas, and as the GTBoard begins 2025, there is renewed optimism for even greater milestones in fostering growth, resilience, and diversification in tourism.
Reflecting on the year ended activities, Aboubacarr S Camara, Director General of the Gambia Tourism Board (GTBoard) declared that “2024 is a very eventful, and fulfilled year that coincided with the recovering from COVID-19, though with expectation to see more in terms of recovery from impact of the pandemic.”
Key Achievements of 2024
Domestic tourism was a key focus in 2024, with significant efforts made to promote local tourism as an integral part of the country’s recovery strategy post-pandemic. Statistics showed that countries that embraced regional and domestic tourism fared better during the pandemic recovery, and The Gambia’s promotion of domestic tourism played a vital role in the year’s successes.
The GTBoard also spearheaded initiatives for the continuous upkeep of The Gambia’s beaches. Through collaboration with private cleaning services and local organizations such as the Gambia Red Cross Society, the cleanliness and maintenance of beaches across the Tourism Development Area (TDA) were enhanced, setting an example for neighboring countries.
Additionally, the GTBoard engaged in a sustained campaign to raise awareness about beach safety, particularly among school children and adolescents, significantly reducing risks associated with beach activities.
International tourism also saw positive growth, with the introduction of a direct flight from Denmark to The Gambia. The country witnessed increased air traffic, particularly from key European markets such as Denmark, Germany, and Turkey, with flight frequencies increasing to meet rising demand. The GTBoard continues to engage in discussions with other European markets to further expand air access to the destination.
Corporate Social Responsibility (CSR)
2024 was marked by an increase in CSR initiatives, with the GTBoard supporting a variety of community-focused projects. Youth organizations, women’s groups, and cultural organizations benefited from initiatives aimed at improving their livelihoods through tourism. Additionally, various institutions and local communities received support for development projects, particularly those that promoted cultural heritage and tourism.
Security and Service Delivery
Security within the Tourism Development Area (TDA) was significantly enhanced in 2024, providing greater confidence for tourists. The collaboration between the GTBoard and the Inspector General of Police led to improved security measures and a reduction in illegal activities such as “bumster” harassment at the beaches.
Additionally, airport service delivery showed marked improvements, with fewer complaints than in previous years. Airlines also supported the destination’s promotion by offering incentives to market The Gambia as a prime travel spot.
Cruise Tourism and Support from International Partners
2024 saw a notable increase in cruise ship arrivals, with more ships docking at The Gambia’s shores. This segment of tourism is expected to continue to grow in 2025, further diversifying the country’s tourism offerings. Furthermore, the GTBoard, in partnership with the World Bank’s Tourism Diversification and Resilience of The Gambia Project (TDRGP), launched a review of sixty tourism sites across the country, with ten shortlisted for enhancement, including historical and cultural landmarks such as Albreda, Juffureh, and Kiang West National Park.
Sensitization
GTBoard uses different medium to reach out in sensitization the populace this continuous sensitization on both electronic and print media included weekly radio program called The Tourist, television program called Gambia Expedition, quarterly published magazine named The Tourists, publication of different articles and coverages in newspapers and series of flyers, tracts, information handbooks without left behind the social media such as Instagram, LinkedIn, Facebook, X, newsletter and so on. All these have brought people’s confidence in the board in 2024.
Challenges in 2024
Despite the successes, the tourism sector in The Gambia faced several challenges in 2024. Visitors expressed concerns over the general cleanliness of the country, and some hotels are still grappling with recovery from the COVID-19 pandemic. Complaints about water and electricity issues, particularly during the high season, were prevalent, and encroachment on the TDA posed a significant obstacle to potential tourism investment.
Expectations for 2025
Looking ahead to 2025, the GTBoard aims to further strengthen domestic and regional tourism campaigns, roll out new marketing and branding strategies, and enhance the tourism sector’s infrastructure. With a strong foundation built in 2024, the GTBoard is poised to continue its efforts in making The Gambia a top tourism destination in West Africa, while addressing ongoing challenges to ensure sustainable growth and development in the sector.
