The Gambia Eyes Year-Round Tourism with New Offerings and Focus on Spanish Market
The Gambia Tourism Board has reinforced its ambition to place the country firmly on the global tourism stage, with a clear focus on product diversification and attracting year-round visitors. Its participation in the 2026 edition of FITUR, held in Madrid, highlighted these goals, showcasing the country’s evolving tourism narrative to key international stakeholders.
Ida Njie, Managing Director of the Gambia Tourism Board, spoke passionately about the importance of the global travel trade fair for the West African nation, describing it as a critical platform for building awareness, fostering stakeholder relationships, and expanding market reach. "We have created the necessary awareness of what The Gambia has to offer with its products and services,” she noted, emphasizing the value of pre-arranged, resourceful engagements during the event. For Njie, FITUR represents an opportunity to broaden The Gambia’s appeal to international travellers, particularly in its key European source markets.
Central to The Gambia's strategy at FITUR is its goal to increase visitor arrivals and diversify its image beyond the long-held perception of being solely a winter sun destination. While the country has traditionally drawn European tourists seeking beach holidays during the colder months, Njie highlighted ongoing efforts to reposition The Gambia as a destination with a more diverse offering. “We want to put The Gambia and its tourism sector in its rightful position on the global tourism map,” she explained. “We also want to showcase some of the new products we’ve developed over the years.”
At the heart of these efforts is innovation and a focus on product development. Njie elaborated on the Tourism Board’s commitment to introducing unique experiences tailored to meet the demands of modern travellers, particularly those in higher-end market segments. “We want to bring in new products for our high-level visitors. This is a top priority for the Gambian tourism sector,” she stated. Her comments reflect the growing emphasis on creating bespoke, premium experiences to attract and retain discerning international guests.
A noteworthy highlight of The Gambia’s outreach at FITUR was its renewed focus on the Spanish market. Njie underlined the market’s strategic significance in achieving the country’s aspiration of balanced tourism growth across all seasons, including the traditionally underperforming summer or “green” season. “The Spanish market is particularly important because they are looking into the green season, which is the summer months,” she remarked. Traditionally, The Gambia has struggled with lower hotel occupancy rates during this period, but the Tourism Board is confident that targeted efforts in Spain can help close this gap.
Njie elaborated on the importance of this initiative, stating, “We want to ensure that all hotels are filled during the summer months. To achieve this, we must diversify our efforts and appeal to the Spanish market, which has been missing from our strategy for some time now.” The focus on Spain also underscores a shift in The Gambia’s approach to tourism marketing, with a deliberate effort to promote the destination’s appeal outside of its established winter sun reputation.
The Gambia’s strategy of diversification extends beyond seasonality. The Tourism Board is actively working to reposition the country’s offerings to cater to evolving traveller preferences. From cultural experiences and nature-based activities to premium services, the country aims to attract a broader demographic of visitors seeking more than just beach holidays. This evolution aligns with global trends, where tourists increasingly seek meaningful and sustainable travel experiences.
FITUR 2026 also provided The Gambia with an opportunity to engage directly with potential partners and stakeholders, further strengthening its position in the European market. By showcasing its renewed vision for tourism and its commitment to innovation, The Gambia demonstrated that it is ready to compete on a global scale while maintaining its unique cultural and natural appeal.
For African tourism professionals and operators, The Gambia’s approach serves as a reminder of the importance of adapting to changing market demands and exploring underutilized opportunities. The country’s focus on year-round tourism and market-specific strategies, such as targeting Spain for the green season, highlights the potential for African destinations to maximize their tourism potential through innovation and strategic engagement. By emphasizing not only its beaches but also its cultural and ecological assets, The Gambia is setting an example of how to reposition a destination for long-term success.
