An ignition for quick Tourism Recovery

Tourism holds a pivotal role in The Gambia's economy, acting as a key export sector that not only generates foreign exchange but also provides significant employment opportunities, particularly for women and youth. However, the COVID-19 pandemic inflicted a severe blow, leading to a steep 62 percent decline in international arrivals in 2020 compared to the previous year. This translated to a drastic reduction in both GDP contribution (−52.8 percent) and employment (−30.5 percent) in 2020.
Interestingly, the pandemic also unveiled new possibilities for tourism diversification. A collaborative survey by the World Travel and Tourism Council and the World Bank, conducted in June 2021, revealed that adventure/nature-based tourism and ecotourism are projected to be the fastest-growing segments as international travel gradually resumes.
In response to these challenges and opportunities, The Gambian Government turned to the World Bank for assistance in revitalizing the sector. This collaboration led to the approval of a substantial $68 million grant from the International Development Association. This grant serves as the driving force behind the Tourism Diversification and Resilience in the Gambia Project (TDRGP), a transformative initiative set to span five years. The management of the project falls under the capable hands of the Ministry of Tourism and Culture through its Project Implementation Unit (PIU).

Navigating the Road to Recovery: The Short-Term Tourism Strategy

Amidst the overarching TDRGP, a Short-Term Tourism Recovery Plan emerged to address the pressing challenges the sector faces. These challenges include:

- Lack of destination recognition and appeal
- Diminishing product quality
- Limited diversification in products and source markets
- Restricted air access
- Overreliance on International Tour Operators (ITOs)
- The impact of climate change and environmental concerns
- An inadequate statistical base for informed policymaking

Genesis of the Strategy

The stage was set for the Short-Term Tourism Recovery Plan before the inception of the TDRGP. Developed through collaborative efforts with World Bank support and in alignment with Advisory Services and Analytics (ASA) for Tourism COVID-19 Recovery, this action plan was informed by evidence-based interventions and emerging priorities that had surfaced since 2020.

While the Tourism diversification and Resilience in The Gambia Project envisions impacts over the long term, with results expected to materialize mainly in three or more years, a need arose for immediate revival of the tourism sector of The Gambia. This need led the Ministry of Tourism and Culture and the Project Implementation Unit to collaborate with the World Bank for a rapid recovery strategy. Named the 'Joni Joni' Recovery Action Plan in the local dialect, this strategy places emphasis on immediate outcomes. Aligned with the overarching goals of the TDRGP, the 'Joni Joni' Recovery Action Plan seeks to swiftly execute sector interventions for rapid recovery and destination promotion.

To facilitate the rollout of the 'Joni Joni' Recovery Action Plan, a budgeted procurement plan has allocated $250,000 to this initiative. This approach bridges the gap between short-term and long-term strategies. Bank approval has secured $83,000 quarterly for a year, providing the necessary resources to execute recovery initiatives put forth by the sector.

In conclusion, The Gambia's journey to rejuvenate its tourism sector embodies both challenges and aspirations. Through collaborative efforts and strategic initiatives, the nation endeavors to reshape its tourism landscape, embracing resilience and growth in the face of changing dynamics.