1. Welcome to The Gambia, The Smiling Coast of Africa.

2. 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

3. 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. 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

5.  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

6. * 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

7. 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

8. * 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

9. 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

11. PRE-EBOLAPOST - EBOLA Expected Tourist Annual Arrival Growth Rate to meet target of 500,000 Tourist Arrivals by the Year 2020 14.34% Expected Tourist Annual Arrival Growth Rate to meet target of 500,000 Tourist Arrivals by the Year 2020 18.15% Season Base Year Arrival Target Arrivals Season Base Year ArrivalTarget Arrivals 2012/2013 171,200 2013/2014 195,7502013/2014155,592 2014/2015 223,8212014/2015 183,832 2015/2016 255,9172015/2016 217,197 2016/2017 292,6152016/2017 256,619 2017/2018 334,5762017/2018 303,195 2018/2019 382,5542018/2019 358,225 2019/2020 437,4122019/2020 423,243 2020/2021 500,1372020/2021 500,061 ANNUAL GROWTH TARGET TO ACHIEVE VISION 2020 ASPIRATION

12. ARRIVALS FROM UK

13. ARRIVALS FROM GERMANY

14. ARRIVALS FROM THE NETHERLAND

15. ARRIVALS FROM SPAIN

16. ARRIVALS FROM BENELUX

17. ARRIVALS FROM NIGERIA

18. PERFORMANCE BY MARKETS 2015

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

20. From London to: No. of NightsBoard basisPriceSource Gambia7Half Board £ 651.00 Gambia Experience Cape Verde7Half Board £ 720.00 Cape Verde experience Egypt7All Inclusive £ 515.00 Thomas Cook Spain7Half Board £ 338.00 Thomas Cook Turkey7B&B £ 455.00 Thomas Cook Destination Price Analysis UK For the period 16 – 23 November 2015

21. From Spain to:No. of NightsBoard basis Price Source Gambia7Full Board £ 923.00 Vueling Cape Verde7Full Board £ 1,041.00 Vueling Egypt7Flight Only £ 169.00 Turkish A Kenya7Flight Only £ 235.00 KLM Turkey7Flight Only £ 84.00 Pegasus Spain For the period 16 – 23 November 2015

22. From Germany to:No. of NightsBoard basis Price Source Gambia7Flight Only £ 463.00 Brussels A Cape Verde7Flight Only £ 494.00 TAP Egypt7Flight Only £ 213.00 Turkish A Kenya7Flight Only £ 661.00 Turkish A Spain7Flight Only £ 42.00 Easy Jet Turkey7Flight Only £ 117.00 Pegasus Germany For the period 16 – 23 November 2015

23. From Holland to:No. of NightsBoard basis Price Source Gambia7Flight Only £ 321.00 TUI Arke Cape Verde7Flight Only £ 311.00 Transavia Egypt7Flight Only £ 188.00 Alitalia Spain7Flight Only £ 69.00 Transavia Turkey7Flight Only £ 163.00 Turkish A The Netherlands For the period 16 – 23 November 2015

24. From Nigeria to:No. of NightsBoard basisPriceSource Gambia7Flight Only £ 885.00Royal Air Maroc Cape Verde7Flight Only £ 691.00Arik Air South Africa7Flight Only £ 410.00Arik Air USA7Flight Only £ 607.00British A Ghana7Flight Only £ 156.00Med view Airlines UK7Flight Only £ 620.00British A Nigeria For the period 16 – 23 November 2015

25. In line with the Tourism, Culture and Hospitality Strategy Plan 2015-2020 * Aspires to contribute 25% to GDP * Double direct & indirect employment * Increase foreign exchange earnings by 50% * Increase both foreign and local investment Strategy Objective

26. * 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……

27. * 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

28. * 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

29. 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

30. * 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

31. Thank YOU