The Gambia Showcases Tourism Potential at BIT Milano 2025
The Gambia, often referred to as the "Smiling Coast of Africa," is making waves in the global tourism scene with its strategic participation at BIT Milano 2025, one of the world’s leading travel and tourism exhibitions. This initiative underscores the country’s commitment to expanding its reach in the European market while offering African travel agents fresh opportunities to tap into its growing appeal.
With tourist arrivals steadily increasing, The Gambia recorded an impressive 206,836 air arrivals in 2023, a 13% rise from the previous year. Projections for the 2024/2025 season are even more optimistic, with expectations of over 233,000 visitors. This growth is supported by enhanced air connectivity, including 24 chartered and 33 scheduled flights per week, ensuring seamless access for international travelers.
BIT Milano 2025 serves as a vital platform for The Gambia to showcase its unique offerings to European travel professionals. The Gambia Tourism Board (GTBoard) is leveraging this event to strengthen ties with key tour operators and promote the country’s diverse attractions, from its pristine beaches and vibrant culture to its rich biodiversity. The focus is on regaining momentum in traditional markets like the UK and Germany while exploring new opportunities in Scandinavia and Eastern Europe.
One of the highlights of The Gambia’s strategy is its emphasis on market diversification. The country is actively working to re-establish its presence in the Scandinavian market, with Apollo, a leading tour operator, set to resume operations in November 2024. Additionally, efforts to attract tourists from Estonia, Lithuania, and Latvia are gaining traction, with the first flights from these regions already scheduled.
For African travel agents, The Gambia’s proactive approach presents exciting opportunities. The country’s growing popularity as a tourist destination offers agents the chance to create tailored packages that cater to European travelers seeking authentic African experiences. The GTBoard’s collaboration with operators like TUI and The Gambia Experience further enhances the potential for partnerships, enabling agents to expand their offerings and attract a broader clientele.
Infrastructure improvements, such as upgrades at Banjul International Airport and the development of key road networks, are also enhancing the visitor experience. These advancements, combined with The Gambia’s natural charm and cultural richness, position the country as a top-tier destination for both leisure and business travelers.
As The Gambia continues to make strides in the global tourism market, its participation at BIT Milano 2025 highlights the immense potential for African travel agents to capitalize on this momentum. By aligning with The Gambia’s strategic initiatives, agents can unlock new opportunities and contribute to the growth of Africa’s tourism industry.
