Gambiaj;com – (BANJUL, The Gambia) – Journey Consultancy Firm has been contracted to develop a comprehensive marketing and branding strategy to elevate Destination Gambia’s profile on the global tourism map. The contract, awarded through The Gambia’s Tourism Diversification Resilience Project, marks a significant step toward positioning the country as a premier tourism destination in Africa, a sector that plays a critical role in The Gambia’s socio-economic landscape.

The strategy, known as the National Tourism Marketing and Brand Strategy, is a multi-faceted initiative set to guide tourism marketing efforts over the next decade. It includes a five-year action plan with specific tactics, targets, and budget allocations tailored to align with the World Bank’s financing parameters.

Core elements of the strategy will feature the rebranding of Destination Gambia, identifying lucrative investment opportunities, crafting detailed investment profiles, and engaging potential investors for specialized tourism sectors. Moreover, Journey Consultancy will focus on enhancing digital outreach, producing key promotional materials, and spearheading marketing capacity-building and mentorship programs to strengthen local tourism expertise.

Honorable Abdoulie Jobe, Minister of Tourism and Culture, met with the consultancy team on October 7, 2024, to welcome them to the project. During the meeting, Minister Jobe highlighted the government’s commitment to bolstering the tourism sector, acknowledging its substantial contributions to The Gambia’s economy.

“The objectives of this project are very clear as to when and where we want to get to,” Minister Jobe stated. “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.”

This new branding and marketing approach, facilitated by Journey Consultancy, comes at a time when global tourism dynamics are evolving, positioning The Gambia to tap into new markets and draw interest from niche tourism segments.

As Journey Consultancy begins its work, the firm’s expertise is expected to drive transformative results for Destination Gambia, helping the country build a resilient tourism sector that contributes to long-term socio-economic growth.