Gambia Tourism- Time For A Serious Rethink

William Jefferson Clinton affectionately called Bill Clinton once said in a campaign stop that " If it ain't broke, don't fix it". Well I will retort that if it is broke fix it. At least that's what commonsense dictates. Gambian tourism has suffered significantly over the years and these setbacks are as a result of self inflicted factors such as over taxation and poor regulation of a sector borne out of ignorance.

Tourism is neither the SeneGambia strip nor the sandy beaches of our coastline. Tourism is all about the people,  their foods, their cultures,  their music and artifacts. This must be our product offering and value proposition. Over the years, the Gambian market has been attracting winter birds with little or no additional disposable income to spur growth of the sector spending in tourist related activities (craft markets, restaurants etc.). Yet still we are focusing our energies on this cluster of tourists whose incremental value to the overall economy is limited. To add insult to injury we have allowed dominant market players to vertically integrate in the market by owning interest in hotels and ground operations to add to their existing tour operation business. This phenomenon pushes them to provide their hotels with guests before other hotels can have access to the tourist. Case in point Gambia Experience and Novotel.

Tour must benefit Gsmbians and the Gambian economy but to date most of the inputs of the hotel industry are imported including juices, milk, meat and common vegetables. There is no synergy or cross sectoral linkages between Agriculture and Tourism. Let us stop fooling ourselves because the benefits of tourism haven't filtered down to make a difference for the masses.

Having stated the above, the Gambia now needs a critical rethink per the  direction our tourism must take. For starters, the Gambian diaspora are significantly contributing to the sector for they spend hefty sums in the months of December and January as they  return home on their annual pilgrimage. Products must be designed to cater for these people. Air access to the Gambia must be promoted to reduce our dependency on charter arrangements tour operators. Our culture must be at the epicenter of our tourism drive hence the need for festivals to rival the likes of #WOODSTOCK etc.

Finally, the Government of the Gambia need to recruit tourism professionals with a business outlook to manage and regulate the sector. This sector is not a social experiment to allow novices to learn on the job at the expense of investors. God bless Gambia and her diverse peoples but the time has come for a Frank and honest discourse on the issue of Tourism.