Gambiaj.com – (Banjul, The Gambia) – The Gambia has emerged as one of Africa’s tourism success stories in the first quarter of 2025, as the continent experiences an unprecedented surge in international arrivals, positioning itself as the world’s fastest-growing tourism region. Alongside Morocco, Ethiopia, South Africa, and Zimbabwe, The Gambia is benefiting from renewed global interest in authentic, nature-based, and culturally immersive travel experiences.
According to the World Tourism Organization (UN Tourism), Africa recorded a 9% increase in international tourist arrivals between January and February 2025 compared to the same period in 2024.
This growth rate outpaces all other regions globally, reflecting the success of targeted promotional campaigns, improved flight connectivity, and rising demand for experiential tourism.
In The Gambia, industry stakeholders have credited this growth to several key factors: improved accessibility through Banjul International Airport, investments in eco-tourism lodges and cultural heritage sites, and consistent marketing efforts branding the country as “The Smiling Coast of Africa.”
Tourists are increasingly drawn to The Gambia’s rich biodiversity along the River Gambia, its vibrant music and food culture, and welcoming local communities.
“This is a pivotal moment for Gambian tourism,” said a senior official at the Gambia Tourism Board. “We are seeing strong arrivals from Europe and new interest from Asia, especially as Africa gains global recognition for authentic and sustainable travel.”
Contributing to the surge in air travel to the continent—up 9.1% globally in early 2025—The Gambia has also benefitted from expanded regional and international flight connections, with tour operators reporting higher bookings for bird-watching, coastal retreats, and cultural immersion tours.
The Mastercard Economics Institute’s Tourism Trends 2025 report identifies three leading areas driving Africa’s tourism boom: nature-based tourism, wellness experiences, and immersive gastronomy.
The Gambia is well-positioned in all three, especially through its natural parks, serene beaches, and rapidly growing culinary tourism sector.
Across the continent, tourism is not only a cultural export but also a strategic economic pillar. South Africa, for instance, aims to create over 2 million tourism-related jobs by 2030.
The African Union projects that tourism’s contribution to the continent’s GDP will rise from 6.8% to 10.4% in the same period. The Gambia’s own economic diversification strategy leans heavily on the sector’s job creation and foreign exchange potential, especially for youth and women.
At the recent Africa Travel Indaba held in Durban, tourism leaders called for deeper cooperation and sustainable development to maximize the gains.
The Gambia participated in the summit alongside regional partners, reaffirming its commitment to shared tourism goals through the ECOWAS framework.
However, stakeholders across the continent—including in The Gambia—acknowledge persistent challenges. These include limited infrastructure, youth unemployment, and vulnerability to climate shocks.
Experts at the summit urged governments to invest in tourism workforce training, digital tools, and environmentally responsible practices to secure long-term growth.
With Africa increasingly viewed as a destination for meaningful, eco-friendly, and off-the-beaten-path adventures, The Gambia is positioning itself at the heart of this revolution—small in size but big in ambition.
“The tourism revival we are witnessing is not just about numbers; it’s about reimagining Africa’s future,” one official said. “For The Gambia, this is the moment to lead with authenticity, sustainability, and strategic foresight.”
As the continent continues its strategic ascent in global tourism, The Gambia stands as a rising star—embracing its natural beauty, cultural wealth, and people-centric approach to welcome the world.
