Gambiaj.com – (MADRID, Spain) – The Gambia has stepped up efforts to reposition itself as a distinctive, people-centered tourism destination at the 46th edition of the International Tourism Trade Fair (FITUR) in Madrid, with a renewed focus on visibility, diversification, and stronger public-private collaboration.
Participating in the global tourism fair from January 21 to 25, 2026, a high-level Gambian delegation led by the Minister of Tourism, Arts, and Culture, Hon. Abdoulie Jobe, used the platform to reinforce the country’s “Smiling Coast of Africa” brand and push beyond its traditional image as a winter sun destination for European travelers.
Speaking on the sidelines of FITUR, Minister Jobe said the 2026 strategy is anchored on what he described as “Team Gambia,” an approach that places the private sector at the forefront of destination marketing while the government plays a facilitating role.
He noted that the priority is to create sustained visibility for The Gambia’s diverse tourism offerings, arguing that demand creation would naturally attract improved air access and supporting infrastructure.
This year’s Gambian pavilion reflected that shift. Redesigned as an interactive and immersive space, the stand moved away from static promotional displays to showcase the country’s cultural richness, hospitality, and growing commitment to eco-conscious tourism.
The new presentation was aimed at appealing to modern travelers seeking authenticity, sustainability, and meaningful engagement with local communities.
Spanish market engagement featured prominently in the strategy. Officials described Spain as an increasingly important source market, not least because of the sizeable Gambian diaspora — estimated at around 25,000, which serves as a cultural and social bridge between the two countries.
Beyond diaspora ties, the delegation targeted Spanish tour operators, travel influencers, and independent travelers, positioning The Gambia as a culturally rich and safe alternative to destinations such as the Canary Islands and Cape Verde.
Director General of the Gambia Tourism Board, Ida Jeng Njie, told international media that the country’s strongest selling point remains its people.
She said Gambians’ warmth, openness, and sense of community are central to the visitor experience, whether tourists are visiting for leisure, cultural festivals, or heritage exploration. According to her, visitors to The Gambia are not treated as outsiders but welcomed as part of the community.
The delegation also used FITUR to highlight the growing diversity of the country’s tourism product. Presentations focused on ecotourism initiatives, including upcoming environmentally friendly hotel developments and conservation efforts at Bijilo Forest Park.
Cultural heritage sites such as the Stone Circles of Senegambia and Kunta Kinteh Island were promoted as key historical attractions, alongside river tourism experiences along the River Gambia, known for its rich wildlife and birdlife.
At the same time, officials acknowledged the need for a more structured and results-oriented approach to tourism promotion.
The Ministry announced a move toward data-driven marketing, with the Gambia Tourism Board adopting reporting tools to track engagements and convert expressions of interest made at FITUR into actual tourist arrivals.
While year-round air connectivity remains a challenge, the early start to the 2025/2026 winter season, with flights beginning as early as October, was cited as a positive sign of growing market confidence.
As FITUR 2026 concluded, the Gambian delegation said it was leaving Madrid with renewed momentum and a clearer sense of direction. With global travel trends increasingly favoring slow tourism, cultural immersion, and human connection, officials believe The Gambia is well placed to compete.
Minister Jobe reiterated that tourism development is a collective national effort, stressing that from transport operators to hotel owners, the entire value chain must be aligned. The message from Madrid, he said, is that The Gambia is ready, safe, and prepared to welcome the world, not just as tourists, but as guests.
