Gambia Unveils Bold Tourism Shift: Beyond Sun, Sea and Sand

Tourism Minister Jobe has announced a bold new vision for Gambia’s tourism sector, moving beyond the traditional ‘sun, sea and sand’ approach. Speaking at the MansaKunda Ministerial Town Hall Season 2 in Banjul, Jobe emphasized that arts, culture, creative industries, and youth entrepreneurship are now central to the country’s tourism agenda. He described them as engines for economic growth, job creation, and community development. The minister highlighted initiatives like the Youth Empowerment Project (YEP) that support young entrepreneurs and promote locally made products. He also noted that aggressive digital marketing campaigns have opened new tourism markets in Spain and Portugal, reducing reliance on seasonal winter visitors from northern Europe. The government is working to position The Gambia as a year-round destination through rural tourism, cultural festivals, and improved infrastructure. Despite progress, Jobe admitted that littering and poor waste management continue to damage the country’s reputation as the ‘Smiling Coast of Africa.’ He urged citizens to take greater responsibility for protecting the environment. The ministry is also rehabilitating tourist sites, including areas threatened by river erosion.

Article and image source: thepoint.gm