Gambia

Project/Location
Commissioned by Deloittes to
prepare a tourism development
framework for the country of
Gambia incorporating conceptual
plans and short-term action
programmes.The overall focus of
the Tourism Development Plan was
to revitalise the beach tourism
market together with introducing
ecotourism opportunities up
country along the river.

Project Description
The Tourism Development
Framework focuses on:

1. Building on the strengths of the
existing Tourism Development Area
(TDA) with emphasis on 'branding'
according to development, type of
experience etc. The intention is that
the TDA is to have a series of
differentiated products and will be
much more in keeping with
sustainable development and future
demands of the markets.

2. Developing the nature, heritage
and community based tourism
product along the River Gambia in a
more intensive and commercial
manner, offering an 'experience',
but not compromising the integrity
of the resource.

3. Opening up and promoting Kiang
West National Park and surrounding
areas only when management is in
place and developing the nature
and river products as the
'adventure capital' of The Gambia.

4. Emphasising the River Gambia in
the product portfolio, initially as a
river cruise from Tendaba to
George Town with tourism stops
along the way. In the longer term,
the Upper River section may be
developed for high end 'get away
from it all' tourism, but only when
there is an interest from resorts
willing to provide their own local air
access.