Promoting an inclusive and culture-centred tourism for sustainable growth

Governments goal is to make tourism a highly competitive and sustainable industry that is people and culture - centred that celebrates our cultural heritage and contributes to socio-economic development. Key interventions will focus on policy reforms in aid of competitiveness; marketing for destination recognition and attractiveness; quality service delivery; enhanced security; product diversity; enhanced community participation and greater linkages with other sectors especially agriculture and natural resources, as well as promotion of the Gambias biodiversity and rich culture through opening up the sector to rural and non-urban based locations. These measures will boost tourism arrivals, tap high value market segments and contribute to jobs and economic diversification.