Welcome to The Gambia, The Smiling Coast of Africa.

Industry approach Corporate Objectives Importance of Tourism to the Gambia Arrival Statistics Weekly Flights 2015/2016 Destination Price analysis Strategy Objectives Marketing Strategies Industry Challenges Presentation outline

Comprised of 3 satellite institutions; 1- Gambia Tourism Board 2-Gambia Tourism and Hospitality institute 3-National Centre for Arts and Culture Ministry of Tourism And Culture

4 Government of The Gambia Political will as an overarching factor Tourism Board and other satellite institutions and Economic Development agencies Public sector / Institutions and organizations\NG NGOs Small Scale Tourism Enterprises and other Private sector organizations \associations Citizens Tourism Not- for-profit organizations Diaspor a To achieve our goal, the destination adopts a fully inclusive (stakeholder) approach Media Press External Stakeholders

 To boost visitor arrivals to The Gambia by ½ a million by 2020  To develop and maintain quality standards in all aspects of the tourism industry  To promote local and foreign investment in the tourism industry  To develop the human resource capacity of the tourism industry Corporate Objectives

* Contributes 16 – 20% of the countries GDP * Creates job to 75,000 Gambians, directly and indirectly * Major foreign exchange earner Importance of Tourism to The Gambia

Unique Selling Points  Close proximity to main source markets  Peace and stability  Friendly and hospitable people  Rich colorful culture and culinary delights  Eco-tourism potential - Bird watching, Fishing  Good infrastructure and trendy tourism facilities  Ample opportunities for river cruising on the majestic river Gambia

* Relatively high level of guest satisfaction * Repeat visits from key source markets (35%) * Year round sun and a fabulous climate * Range of western languages spoken (English Language) * Good clean beaches * Low crime rate and strong tourism security

Abca’s creek Lodge – Foni Kauren – Kaur AGIB Guest House – Basse Flourish Hotel (4 Star) Djembe (Refurbished) 4 Star Ndemban Homestay Project – Kankurang Centre – Janjanbureh NEW TOURISM PRODUCTS

PRE-EBOLAPOST - EBOLA Expected Tourist Annual Arrival Growth Rate to meet target of 500,000 Tourist Arrivals by the Year % Expected Tourist Annual Arrival Growth Rate to meet target of 500,000 Tourist Arrivals by the Year % Season Base Year Arrival Target Arrivals Season Base Year ArrivalTarget Arrivals 2012/ , / , / , / , / , / , / , / , / , / , / , / , / , / , / , / , / ,061 ANNUAL GROWTH TARGET TO ACHIEVE VISION 2020 ASPIRATION

ARRIVALS FROM UK

ARRIVALS FROM GERMANY

ARRIVALS FROM THE NETHERLAND

ARRIVALS FROM SPAIN

ARRIVALS FROM BENELUX

ARRIVALS FROM NIGERIA

PERFORMANCE BY MARKETS 2015

* Holland 9 flights * Scandinavia 2 flights * Belgium 4 flights * Spain 3 flights * Poland 1 flight * UK 7 flights Weekly Flights 2015/2016

From London to: No. of NightsBoard basisPriceSource Gambia7Half Board £ Gambia Experience Cape Verde7Half Board £ Cape Verde experience Egypt7All Inclusive £ Thomas Cook Spain7Half Board £ Thomas Cook Turkey7B&B £ Thomas Cook Destination Price Analysis UK For the period 16 – 23 November 2015

From Spain to:No. of NightsBoard basis Price Source Gambia7Full Board £ Vueling Cape Verde7Full Board £ 1, Vueling Egypt7Flight Only £ Turkish A Kenya7Flight Only £ KLM Turkey7Flight Only £ Pegasus Spain For the period 16 – 23 November 2015

From Germany to:No. of NightsBoard basis Price Source Gambia7Flight Only £ Brussels A Cape Verde7Flight Only £ TAP Egypt7Flight Only £ Turkish A Kenya7Flight Only £ Turkish A Spain7Flight Only £ Easy Jet Turkey7Flight Only £ Pegasus Germany For the period 16 – 23 November 2015

From Holland to:No. of NightsBoard basis Price Source Gambia7Flight Only £ TUI Arke Cape Verde7Flight Only £ Transavia Egypt7Flight Only £ Alitalia Spain7Flight Only £ Transavia Turkey7Flight Only £ Turkish A The Netherlands For the period 16 – 23 November 2015

From Nigeria to:No. of NightsBoard basisPriceSource Gambia7Flight Only £ Royal Air Maroc Cape Verde7Flight Only £ Arik Air South Africa7Flight Only £ Arik Air USA7Flight Only £ British A Ghana7Flight Only £ Med view Airlines UK7Flight Only £ British A Nigeria For the period 16 – 23 November 2015

In line with the Tourism, Culture and Hospitality Strategy Plan * Aspires to contribute 25% to GDP * Double direct & indirect employment * Increase foreign exchange earnings by 50% * Increase both foreign and local investment Strategy Objective

* Ensure maximum return on investment on all PR and Marketing Representation * Production of quality promotional materials such as brochures, flyers posters, USB’s videos, etc * Aggressive marketing in all markets including joint marketing with tour operators Cont……

* To generate a positive image of The Gambia and create awareness in key markets. * Exposing all that The Gambia has to offer through all channels of communication available. ie TV, Fam Trips, print & electronic media etc * Participation in international trade fairs and road shows * PR campaigns/Sales Blitz * Production of quality promotional materials such as brochures, flyers posters, maps videos, slides and CDs * GTBoard Marketing and PR Reps./London Office as hub. Marketing Strategies

* Promote and increase awareness of the benefits of tourism through awareness and education programmes * Public sensitization programmes on radio (The “Tourist” and “Smiling Coast Hour”) * Community out-reach programs * School based outreach programmes (Tourism career days in schools) * GT Board’s Newsletter * Expedition and “Jotayie tourism” TV programme * Tourisphere (News paper) In-Country Outreach

Industry Challenges * Limited Air Access * Negative impact of Bumster Menace * Limited complimentary products e.g. Golf courses * High Energy Cost * Limited incentives for airlines * High Cost of fuel * Low investment on High end Tourism Products

* Competing tourist destinations in the sub-region such as Ghana, Cape Verde, etc. * Global economic crisis - Ebola * Destination perceived as expensive * Destination not known – Lack of awareness Industry Challenges

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