The Director General, Gambia Tourism Board,
Representatives of Tourism Stakeholders,
The Team of Consultants from The Journey,
Distinguished Participants,
Members of the Press,
All other protocols respectfully observed.
Good Morning to you all.
I am very excited that we have reached this stage in the development of The Gambia Tourism Marketing, Branding and Investment Strategy. Now that we have finalized two comprehensive Situational Analysis Reports (one on Marketing & Branding; the other on Investment promotion), the stage is now set for all of the tourism stakeholders to be key players in this important exercise to define the brand for Destination Gambia, finalize the logo that brand champions selected from your diverse experience and talent, that you have been working on over the past months, as well as define the marketing vision, goals and strategic interventions.
Ladies and Gentlemen, the Situation Analyses present a clear and valid picture of The Gambia's national and regional tourism marketing, brand and investment opportunities and challenges to address. The reports are based on a detailed analysis of the current tourism situation in The Gambia. It incorporates desk research and analysis of a wide range of background reports and studies; a field visit by key experts to The Gambia from 6 to 19 October 2024; the result of stakeholder workshops on 15 and 16 October 2024; market surveys among online travel influencers, influencer followers, international GT Board market representatives and international tour operators; detailed analysis of digital performance and the Gambia Tourism Board website; and competitor benchmark studies of Cabo Verde, Guyana, Sri Lanka and various other destinations.

The reports have therefore clearly outlined the key weaknesses and challenges of destination Gambia from a marketing, branding and investment perspective, but it has equally identified the key strengths and opportunities that the destination can utilised to overcome its weaknesses in order to develop tourism. As such, the reports have outlined recommendations in which upon adoption, will feed into the next phase of the activity, which include;
1. Drafting the destination brand strategy: including stakeholder agreement on a suitable brand positioning, brand promise, brand architecture, a destination brand visual identity (logo and slogan).
2. Drafting the destination marketing strategy: including a marketing vision, growth objectives, targeted source markets and market segments, a matching product development mix and defined destination marketing goals and activities.
3. Drafting a tourism investment strategy: including a long list and shortlist of tourism investment opportunities, pre-feasibility studies for priority investment destinations and investment implementation proposals.
4. Drafting of a 5-year destination marketing, branding and investment action plan with specific actions, proposed budgets, clear roles and responsibilities and key performance indicators (KPIs)
Ladies and Gentlemen, these actions will be complimented by various implementation support initiatives including a destination rebranding design package, redevelopment of the destination website and presentation on open-source information platforms, development and capacity building for a tourism investment outreach plan, various training and capacity building seminars and support for the GT Board staff and other stakeholders, even covering international marketing events.
Ladies and Gentlemen, let me pause and emphasize that this milestone achievement is firmly fosued on tourism promotion as a key area of economic growth and development of the The Gambia. This goal is anchored on and consistency with the development aspirations of the National Tourism Policy 2022 -2032.

In this regard, the Ministry of Tourism, Arts and Culture will continue to ensure that all the necessary support is given to the Tourism Diversification and Resilience in The Gambia Project (TDRGP), The Gambia Tourism Board and the Consultants to ensure the successful delivery of this important task, which will be a key milestone in the history of Tourism development in The Gambia.
On behalf of my Ministry I thank all the stakeholders for working so well together from the development of the concept note and terms of reference for this assignment to reaching this point here today. I have no doubt that this collaboration will continue under the effective leadership of the Gambia Tourism Board. I also have doubt that the outcome of this work will enable The Gambia compete better in the global stage, sell our wonderful culture and attract more visitors to the country. Please be bold and do your best as we finalize the strategy and action plans. It is only then that we will collectively own the implementation process.
I wish you fruitful deliberations and thank you for your attention.