Destination Gambia: Potentially More Than Just Sand, Sea & Sun

Source: GTA

The Gambia Tourism Authority (GTA) understood fully well that they can’t rest on their laurels if they are to have any chance of succeeding in this industry’s stiff competition. They therefore had to come up with the brilliant idea of re-branding their logo with the addition of a catchy slogan ‘Go. Discover’. But is that simply enough? The answer is an emphatic NO.

In order to stand a chance in this competitive industry, the  GTA should try to deviate it’s marketing strategy away from the saturated ‘sand sea and sun’ tag that is being used by so many bigger and much popular destinations. Gambia has much more to offer than just sand, sea and sun, and smiling faces.

In today's globalised and competitive business world, tourism destinations have to undertake some aggressive marketing techniques to win the hearts and minds of travellers. Gambia as a tourist destination has pride herself as the ‘smiling coast of Africa’ due the hospitality and warmness of her people.

Destination marketing has become an integral part in the global success of the tourism industry. Successful marketing campaign is of paramount importance to attracting and retaining visitors to a particular destination.

Fishing and Birdwatching have provided some alternative activities for visitors to the Gambia over the years. This country, small as it may seem is host to over 540 species of birds nestled in very beautiful habitats all over the country. Sea and River fishing is operational all year round making the country a haven for fishing enthusiast who most often than not will be in for a big and beautiful catch, complemented with a chance to spot some dolphins along the way.

Dolphins sighting on a Fishing Trip. Source: Access Gambia

The beautiful River Gambia where the country derived her name from rises from the Fouta Djallon Highlands in Northern Guinea flowing through Senegal, dissecting The Gambia, to the Atlantic Ocean in Banjul.

According to Access Gambia, The River which snakes through the country is quite literally "The Gambia". The country exist as a mall strip of land on either side of the river. It is often said that "The River Gambia is The Gambia and the Gambia is the River Gambia" It is a major tourist attraction and the dominant feature is how it beautifully snakes/zig-zags through the heart of the country.

Mangroves at Nuimi National Park. Source: Acces Gambia

The future for Gambia Tourism however lies on ecotourism. There are lots of beautiful spots all over the country waiting to be discovered and developed. Therefore as already mentioned, the GTA should focus on diversifying the various potential tourism products the country has to offer. It will be of paramount importance to deviate from the ‘sand, sea & sun’ product to a much more variable and appealing ‘things to do and see’ for the industry.