• Honourable Minister of Tourism, Arts and Culture
• Honourable Ministers here present
• Franklin Mutahakana is the World Bank Resident Representative
• Chief of Staff
• Secretary to Cabinet and Head of the Civil Service
• Permanent Secretary Ministry of Tourism, Arts and Culture
• Other Permanent Secretaries and Senior Government Official
• Project Director and Staff Project Implementation Unit of the Tourism Diversification and Resilience Gambia Project
• Our esteemed tourism stakeholders
• Media
• Distinguished Ladies and Gentlemen,

It gives me great pleasure to join you today for the official launch of these important strategic instruments that will shape the future of tourism development in The Gambia.

This occasion marks a significant milestone in our national development agenda and reaffirms my Government's commitment to making tourism a major driver of economic growth, investment, employment creation and poverty reduction.

Tourism offers enormous opportunities for our country. Beyond its economic contribution, it promotes our cultural heritage, empowers local communities, creates opportunities for young people and showcases the warmth and hospitality of the Gambian people.

Distinguished Ladies and Gentlemen,

Our tourism development priorities are firmly anchored in the Recovery-Focused National Development Plan, YIRIWA, particularly Outcome 3.3, which seeks to build a competitive and diversified tourism sector.

The Revised 2025 National Tourism Policy and Strategy translates these priorities into a comprehensive framework for strengthening the sector's competitiveness, diversifying tourism products, improving the regulatory environment and promoting sustainable and inclusive growth.

Complementing this framework, the Tourism Marketing Strategy and the Branding and Investment Promotion Strategy will strengthen our international visibility, attract investment and position The Gambia more competitively in the global tourism marketplace.

Our vision for 2030 is to position The Gambia as a destination renowned for its quality, value-for-money coastal experiences, rich cultural heritage and immersive nature-based attractions along the majestic River Gambia.

The evolved National Tourism Brand Identity builds on the internationally recognised strength of the Smiling Coast of Africa, providing a renewed platform to showcase our country's unique attractions, hospitality and cultural richness.

Today's launch also presents six priority tourism profile projects designed to attract investment, diversify our tourism offerings and unlock new opportunities for economic growth and employment.

Distinguished Ladies and Gentlemen,

I am encouraged by the unprecedented support mobilised for the tourism sector, particularly through the World Bank-supported Tourism Diversification and Resilience Project.

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 action and measurable results.

Our objective is to increase international visitor arrivals, strengthen tourism infrastructure, promote domestic tourism across all regions and ensure that the benefits of tourism reach more Gambians.

I therefore urge all stakeholders, particularly the Ministry responsible for Tourism, the Gambia Tourism Board, the private sector, development partners and local communities, to work together to ensure effective implementation of these strategic initiatives.

Ultimately, our success will be measured by the investments we attract, the jobs we create, the businesses we empower and the improvements we make in the livelihoods of our people.

Distinguished Ladies and Gentlemen,

Tourism remains a strategic priority for my Government. We now have the policies, strategies, investment opportunities and renewed national brand to guide the sector towards a more competitive, resilient and prosperous future.

I call on every Gambian to embrace and promote Destination Gambia. Let us collectively uphold the spirit of the Smiling Coast of Africa and make our country an increasingly attractive destination for the world.

It is therefore my distinct honour and privilege to officially declare launched the Revised 2025 National Tourism Policy and Strategy, the Tourism Marketing Strategy, the Branding and Investment Promotion Strategy, the Six Priority Tourism Profile Projects, and the Evolved National Tourism Brand Identity.

May these initiatives usher in a new era of sustainable tourism development and shared prosperity for The Gambia.

I thank you for your kind attention.

Long live The Gambia!