On Monday, 9th November, 2026, the Vice President of the Republic of The Gambia Mohammed B.S. Jallow officially launched the Revised 2025 National Tourism Policy and Strategy, the Marketing, Branding and Investment Promotion Strategy, the Six Priority Tourism Profile Projects as well as the New National Tourism Brand Identity on behalf of His Excellency President Adama Barrow at a landmark ceremony held at the Sir Dawda Kairaba Jawara International Conference Centre.

In her welcome statement, the Permanent Secretary Ministry of Tourism, Arts and Culture Mrs Amie Njie-Joof, said the occasion transcends the unveiling of strategic documents and a new destination brand identity, but one that marks a significant milestone in defining a clear direction for the future of Gambian tourism, strengthening our competitiveness in the global marketplace and unlocking new opportunities for investment and inclusive economic growth.
Permanent Secretary Njie however stated that the success of these initiatives will depend not merely on their adoption, but on effective implementation, strong institutional coordination, sustained investment and meaningful partnerships among Government, the private sector, development partners and local communities.
“The Ministry, working closely with its satellite institutions and stakeholders, remains committed to providing the leadership and coordination required to translate these frameworks into measurable results. Ultimately, our success will be reflected in a stronger investment climate, improved visitor experiences, enhanced livelihoods and a greater contribution of tourism to national development,” PS Njie reiterated.

For his part, the World Bank Resident Representative to The Gambia, Franklin Mutahakana, said the World Bank Group’s International Financial Corporation has a long history of investing in The Gambia’s tourism sector. He added that for the World Bank Group, supporting the diversification of the tourism sector is closely connected to the broader objectives of expanding private sector opportunities and increasing the resilience of the Gambian economy, expanding economic growth and ultimately creating more and better jobs for Gambians.
“Through the Tourism Diversification and Resilience in The Gambia Project (TDRGP), the World Bank financed the preparation of the Integrated Marketing, Branding and Investment Promotion Strategy and its Implementation Action Plan through a process involving research, market analysis and extensive stakeholder consultation. But the World Bank’s engagement in tourism in The Gambia extends beyond the strategy. The project is supporting stronger tourism statistics and planning, MSME development and local linkages, institutional capacity, tourism product development and resilient infrastructure, Mutahakana added.”

The Minister of Tourism, Arts and Culture Hon. Abdoulie Jobe, said as a government, a ministry and Gambia Tourism Board, their role is to facilitate and support, noting that the very people who drive the sector are those in the private sector. He thanked players in the sector for their investments, crediting the World Bank Group for the development of a Visitor Management Plan for Kunta Kinteh Island and related sites, support in the area of data for informed policy decisions as well as plans that are in the offing to replenish our coastal assets.
“What we have is the Gambia as our product. Each of us have a moral responsibility to make sure that we do what is right for people to want to come to the Gambia. We have to jealously guard the destination. In selling our product, we all must contribute to making it better. That’s not a task for the government and the leadership alone. “Everything and everyone matters,’’ Minister Jobe reiterated.

In a launching statement delivered on behalf of the President of The Republic of The Gambia Adama Barrow, the Vice President Mohammed B.S. Jallow, said the occasion marks a significant milestone in our national development agenda and reaffirms government’s commitment to making tourism a major driver of economic growth, investment, employment creation and poverty reduction. He said the evolved National Tourism Brand Identity builds on the internationally recognised strength of The Smiling Coast of Africa, providing a renewed platform to showcase The Gambia’s unique attractions, hospitality and cultural richness.
“My Government, with support under this Project, has committed more than one million United States Dollars towards implementing the Tourism Marketing Strategy. This demonstrates our determination to move from policy formulation to concrete and meaningful results. Our objective is to increase international visitor arrivals, strengthen tourism infrastructure, promote domestic tourism across all regions and ensure the benefits of tourism reach more Gambians,” Vice President Jallow underscored.

The National Tourism Policy and Strategy provides an updated framework for the sustainable governance and development of the sector, setting a clear direction towards building a resilient, competitive, inclusive and environmentally sustainable tourism industry. Complementing this is the Marketing, Branding and Investment Promotion Strategy, which seeks to strengthen The Gambia’s positioning in regional and international markets, diversify the country’s source markets, attract investment and consolidate its reputation as a leading heritage, river and ecotourism destination in the sub-region. Meanwhile, the introduction of the new destination Brand Identity gives renewed expression to our national tourism image and communicates the distinctive character, heritage and experiences that make The Gambia an attractive destination for visitors, investors and strategic partners.

The high-profile event was graced by the Minister of Finance and Economic Affairs, members of the Diplomatic and Consular Corps, senior government functionaries, development partners, and stakeholders from across the tourism industry. It was punctuated by performances by an all-female troupe called Flex Fuzion showcasing the rich cultural heritage of The Gambia.