Gambia targets new markets as a key focus for 2023
The Gambia is looking to non-traditional source markets as it works to revive its tourism industry. While still prioritizing its main markets, the West African nation has identified Italian and Spanish-speaking markets as potential areas for growth.
Following a successful showing at the FITUR Tourism Fair in Madrid, Spain, The Gambia has now joined one of Europe's main tourism exhibitions, BIT in Italy, to showcase its offerings. The Minister of Tourism and Culture, Hamat Bah, is leading the delegation to Milan and has assured the industry of The Gambia's readiness to welcome travelers once again.
Accompanying the Minister is Abubacarr Camara, the Director General of the Gambia Tourism Board, and his team. Camara stated that their presence at the fair in Italy had been engaging and productive, with meetings held with travel agents, tour operators, travel journalists, and bloggers. The Minister was also invited to the ribbon-cutting ceremony by his Italian counterpart and was a keynote speaker at the Tourism Ministers roundtable conference, delivering a powerful speech that was admired by all.
The Director General revealed that they were exploring Italy as a possible source market and hoped that their participation in BIT would help make it more viable. Despite being a non-traditional source market for Destination Gambia, Camara believes that Italy has the potential to become one, and they will work hard to penetrate and explore its huge potential.
