The Gambia Tourism Board, under the Ministry of Tourism, Arts and Culture, has officially appointed Ms. Sona Jobarteh, the internationally renowned Gambian kora player, as its roaming ambassador for Destination Gambia.
The ceremony took place on Wednesday, 2nd July, 2025, at Casa Africa restaurant in Senegambia. The move is expected to promote, market, and showcase Destination Gambia to the world.
Speaking at the event, Mr. Abubacarr S. Camara, Director General, The Gambia Tourism Board, described the ceremony as historic in the annals of the tourism industry in The Gambia.
“You will all agree with me that Sona Jobarteh is a cultural icon, whose songs are full of culturally-inspired vibes, admired across various audiences, segments, and by different generations. They [the songs] are the main source of market for The Gambia, including the United States, Poland, Netherlands, United Kingdom, and Belgium,” he said.
Therefore, the DG affirmed that it was appropriate to appoint Sona Jobarteh as the roaming ambassador for Destination Gambia. He affirmed his belief that this would assist in promoting The Gambia in areas such as mixed tourism, diaspora tourism, cultural tourism, domestic tourism, and other related initiatives.
In her remarks, Sona Jobarteh thanked the Ministry of Tourism, Arts and Culture, and the GT Board for the trust and confidence they repose in her by appointing her to such a prestigious position.
She promised to do her best for the country through her songs and programmes across the length and breadth of the world.
“This country means a lot to me. Over the years, I have worked tirelessly to pour everything I have into this country and contribute towards its growth and development through education and other means,” she said.
The ceremony was attended by top management of the Ministry of Tourism, Arts and Culture, the Gambia Tourism Board; the Minister of Information, Media and Broadcasting Services, Dr. Ismaila Ceesay; Mr. Alieu Njie, Secretary to the Cabinet and Head of the Civil Service; and many stakeholders in The Gambia’s tourism sector.
By Lamin Njie
Communications Officer
Ministry of Tourism, Arts and Culture