Destination Gambia to Develop Marketing and Branding Strategy

In an effort to promote Destination Gambia, Tourism Diversification Resilience in The Gambia Project has contracted Journey Consultancy Firm to develop a marketing and branding strategy for the country.

The National Tourism Marketing and Brand Strategy will entail key priority actions, including the rebranding of the destination, identification of specific investment opportunities, investment profiles and potential investors for niche opportunities, improvement of digital channels, production of key collateral, and marketing capacity building and mentorship.

The strategy will guide tourism marketing for the next 10 years and will have a 5-year action plan with corresponding activities, tactics, targets, and budgets. The plan will be realistic and in line with the capacities and budget of the financing provided by the World Bank.

In light of the foregoing, on Monday, 7th October 2024, the Honorable Abdoulie Jobe, Minister of Tourism and Culture, and senior ministry management held a meeting with the consultancy team.

Speaking during the meeting, Minister Jobe welcomed the consultants and underscored the value the Government attaches to the tourism sector, due to its immense contribution to the socio-economic development of The Gambia.

“The objectives of this project are very clear as to when and where we want to get to. Therefore, you will have the collaboration and support you need to carry out your work effectively. We are putting things together and I am confident it will work,” he told the consultants.