Responsible Tourism: Safeguarding the Image of destination Gambia

The term 'Responsible Tourism' appeared to be a must-use phrase in destination marketing these days. Most tourism marketing campaign use the phrase to try and persuade today's environmentally conscious tourists to their destinations. So what is Responsible Tourism then?

According to EARTH, Responsible Tourism complies with the principles of social and economic justice, and exerts full respect towards the environment and its cultures. It recognises the centrality of the local host community and its right to act as a protagonist in developing a sustainable and responsible tourism. Responsible tourism actuates to foster a positive interaction between the tourism industry, local communities and travellers.

The 2003 Cape Town declaration agreed that responsible tourism:

• minimises negative economic, environmental, and social impacts;
• generate greater economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry;
• involves local people in decisions that affect their lives and life chances;
• makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world's diversity;
• Provides more enjoyable experiences for tourists through more meaningful connections with local people, and greater understanding of local cultural, social and environmental issues;
• Provides access for physically challenged people; and
• is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence.

Sustainability of the Gambia tourism industry is crucial to the country's economy, that's why the government is continuously working on improving the quality standards, broadening the tourism market, and ensuring the rational use of the Tourism Development Area (TDA).  

Unspoilt sandy beaches of Kartong, Kombo South. Photo Source: Accessgambia

Mindful of the negative impacts that comes along with mass tourism such as sex tourism, environmental degradation among others. And conscious of the fact that, the country desperately needs to re-brand its image, the government has set out a policy to combat such negative impacts on the country's image. In summary, the policy identifies objectives to achieve responsible marketing of the destination and to deal with issues of economic, social and environmental responsibility. 

We recognise that in order to achieve this objective, it is in our interest to work together with those who bring tourists and with the industry here in The Gambia. We share the aspirations of the Cape Town Declaration on Responsible Tourism. It is the responsibility of all stakeholders to join with us to create better places for people to live in and for people to visit (Accessgambia).

Talking of sex tourism in particular, The Gambia tourism industry has frankly become a soft spot that has been preyed upon by western paedophiles mainly the very elderly targeting young men and women. Having spent my formative years in the industry, I can attest to this pathetic trend which is sad but true! However, it's worth mentioning that not all Gambian men and women are that cheap to fall victim of such indecent acts. The average Gambian is modest and religious, and is often contented with whatever s/he have.

Unfortunately, the tourism industry like any other industry globally has its own flaws. There are pockets of negative impacts especially to local cultures in any major tourism destination but the benefits of tourism certainly outweigh the negative impacts by a mile.

Enhancing local development towards poverty reduction in The Gambia

At the heart of every human experience is the desire to survive and prosper. To live without fear, hunger or suffering, to imagine how your life could be better and then have the means yourself to change it. Yet everyday, 1.2 billion people - one fifth of the world's inhabitants cannot fulfil their most basic needs, let alone attain their dreams or desires (IFAD).

With one of  the smallest population in mainland Africa, The Gambia has sparse natural resource deposits and a limited agricultural base, and relies in part on remittances from workers overseas and tourist receipts. According to the information site theodora, about three-quarters of the country's population depends on the agricultural sector for its livelihood with the sector providing for about one-fifth of GDP. 

The agricultural sector in the Gambia has a lot of untapped potential. Less than half of arable land is cultivated with farmers relying mostly on rain-fed agricultural activities. Investment in the sector is therefore a necessity as it has great potential to reduce poverty, generate investment and improve food security.

Banjul Shores, Photo Credit: gambiamonitor

A UNDP report argued that, economic growth will not reduce poverty, improve equality and produce jobs unless it is inclusive. However, the report also stressed that, globally, the number of extreme poor has dropped by 650 million in the last three decades, a level of progress humankind had never seen. But still there are more than a billion people living in extreme poverty.

The rural poverty portal of IFAD records that over 60 per cent of all Gambians are classified as poor depending on agriculture for their livelihood. At least half of the country's poor population is composed of farmers and agricultural workers. Groundnut farmers in upland areas are among the poorest. In the North Bank, Upper River and Lower River regions, about two thirds of the population is poor though pockets of poverty can be found throughout the country.

Women Fetching Water for crops irrigation. Photo Source: The Guardian

Understandably, the agricultural sector, if managed properly could significantly reduced poverty in The Gambia. But as already mentioned, no economic sector can register significant progress without the all-inclusiveness of parties concerned. The reality according to IFAD is that, many poor rural households do not generate sufficient income from their farming activities to feed themselves, maintain a decent standard of living and progress from subsistence to more productive and sustainable farming systems.

The following world bank all-inclusiveness guidelines could help booster efforts towards poverty reduction in The Gambia:

• Assessing the current status of participation, including the representativeness and accountability of governance structures. 
• Disseminating information on poverty diagnostics, policy options, and goals to facilitate participation. 
• Seeking involvement in strategy design at the national and local levels and consulting civil society and the private sector. 
• Analyzing feedback on program implementation and budget execution.

Moreover, there should be even distribution of assets and access to credit facilities to farmers to diversify farming activities. The availability of productive assets (land, machinery etc), quality and affordable seeds, and the support to market farm produce at a reasonable price could tempt more people into taking up farming and potentially reduce poverty.