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.