WHAT WE DO
Component 1: Policy Framework and MSME Participation (US$13 million equivalent)
This component aims to address key bottlenecks in The Gambia's tourism ecosystem, ensuring the sector fulfills its potential for sustainable and inclusive growth. It will focus on (a) strengthening capacity for collecting relevant tourism data to inform policy decisions; (b) enhancing marketing efforts to promote recovery and diversification beyond traditional source markets and segments; and (c) promoting the diversification of the destination and tourism products beyond the 'sun and sea' model. Special attention will be given to gender-sensitive policies, including those that reduce risks of gender-based violence (GBV). To ensure a business-focused and coordinated approach, the project will expand and institutionalize the PPDM, guaranteeing key stakeholder participation in implementation.
Subcomponent 1a: Improved Institutional Capacity for Data-Driven Planning, Marketing, and Branding (US$4 million)
The objective of this subcomponent is to enhance the country's capacity for using tourism data in planning and attracting a diverse set of tourists. It will develop a data-driven marketing strategy with a focus on digital tools, non-traditional markets, and segments. Activities include strengthening the GT Board and other institutions in data collection, analysis, and dissemination, improving interinstitutional coordination, and addressing gender-sensitive policy-making within the private tourism sector. This subcomponent will also establish sustainable financing mechanisms for tourism promotion, supporting immediate actions like targeted promotions and social media campaigns to help sector recovery.
Subcomponent 1b: Increased Participation of Tourism MSMEs in Selected Destinations (US$9 million)
This subcomponent will support diversification and inclusivity by promoting MSMEs’ sustainable integration into tourism value chains. It aims to create a supply chain structure that upgrades domestic MSMEs, facilitates technology transfer, and improves business practices and market access. The project will take a lead firm approach, leveraging partnerships with larger firms to expand MSME capacity. Special emphasis will be placed on supporting women-led MSMEs, utilizing a maximizing finance for development (MFD) approach to attract private investments.
Component 2: Infrastructure Support for Diversification and Resilience of the Tourism Sector (US$50 million equivalent)
This component will enhance the climate resilience of the tourism sector by upgrading infrastructure to preserve existing assets while increasing the attractiveness of tourism sites. It includes community capacity building on climate resilience, leveraging technical assessments and stakeholder consultations to prioritize interventions. Activities include the rehabilitation of key sites, such as Kunta Kinteh Island, and integrating women-friendly economic activities and social norms related to gender equality.
Subcomponent 2a: Protection, Rehabilitation, and Integrated Management of Coastal Areas (US$45 million)
Focused on addressing coastal erosion and sea level rise in the West Coast TDA, this subcomponent will use a combination of natural-based solutions (NBS) and hard infrastructure to improve resilience. Activities may involve revegetation, sediment restoration, and breakwater construction, informed by climate projections and consultations with stakeholders such as hoteliers and fisherfolk.
Subcomponent 2b: Integrated Tourism Product Development and Diversification of Selected TDA/Tourism Areas (US$5 million)
This subcomponent aims to enhance the resilience and attractiveness of underdeveloped tourism areas. Following destination site assessments, interventions will improve both tourist appeal and local economic participation, particularly for women. Upgrades could include last-mile infrastructure, market space improvements, and efforts to reduce climate vulnerabilities, such as jetty reconstruction. The project will also build local capacity to manage climate risks, with community engagement at the forefront.