By Lamin Njie
In an effort to promote Destination Gambia, Journey Consultancy Firm has been contracted by Tourism Diversification Resilience in The Gambia Project to develop a marketing and branding strategy for the country.
The National Tourism Marketing and Branding 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 the marketing of tourism for the next 10 years, and will have a 5-year action plan with corresponding activities, tactics, targets, and budgets, which will be realistic and in line with the capacities and the budget of the financing provided by the World Bank.
In light of the foregoing, on Monday, 7th October 2024 Honorable Abdoulie Jobe, Minister of Tourism, Arts and Culture, and senior management of the Ministry, held a meeting with the consultancy team.
Speaking during the meeting, Minister Jobe welcomed the consultants and underscored the value 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.
Minister Jobe finally expressed confidence in the ability of the consultant to produce a good report that will be effectively used for promotion of Destination Gambia.
