Tourism, Culture & Hospitality Strategic Plan 2015-2020

MAIN OBJECTIVE

The Tourism, Culture, and Hospitality Strategy Plan 2015–2020 aims to transform The Gambia into a competitive and sustainable tourism destination, known as a "Tourism Haven." It emphasizes the integration of tourism, culture, and hospitality to drive socio-economic growth, environmental conservation, and national identity.

Specific Objectives

1. Increase Tourism Revenue: Boost tourism’s contribution to GDP from 16% to 25% by 2020 and increase air arrivals from 175,000 to 500,000 annually.

2. Diversify Tourism Products: Develop niche markets such as eco-tourism, cultural tourism, rural tourism, and conference tourism.

3. Enhance Quality and Standards: Improve service delivery and establish internationally recognized certifications for the hospitality sector.

4. Capacity Building: Strengthen institutional frameworks and human resources through training programs and leadership development.

5. Promote Arts and Culture: Preserve cultural heritage while leveraging it to attract tourists and create economic opportunities.

6. Tackle Industry Challenges: Address issues like seasonality, sex tourism, bumsterism, and undeveloped tourism land allocations.

7. Strengthen Marketing: Expand international marketing efforts and partnerships to reposition Destination Gambia globally.

8. Environmental Sustainability: Ensure the protection of biodiversity, ecosystems, and cultural landscapes.

9. Achieve Financial Independence: Create revenue-generation schemes for tourism institutions to reduce reliance on government funding.

SUMMARY

The Tourism, Culture, and Hospitality Strategy Plan 2015–2020 offers a comprehensive roadmap to elevate The Gambia’s tourism sector. It builds on previous successes while addressing key challenges such as limited budget allocations, global shocks (e.g., Ebola), and the need for improved infrastructure. The plan prioritizes product development (e.g., shopping outlets, marina, craft villages), capacity building for institutions, and community participation to ensure equitable benefits from tourism.

It integrates tourism with cultural heritage through initiatives like the revival of the National Troupe, the Miss Gambia Pageant, and rural cultural festivals. To boost sustainability and resilience, it includes measures to address environmental degradation and challenges like bumsterism and child exploitation. Marketing strategies focus on expanding international representation and improving air access to attract year-round tourists.

Ultimately, the strategy aims to achieve Vision 2020 aspirations, positioning The Gambia as a premier tourism destination that balances economic growth with social and environmental goals.