We worked closely with Ministry of Tourism and The Gambia Tourism Board (GTBoard) to conduct a thorough assessment of tourism resources and performance and to come up with a repositioning strategy, refreshing the "Smiling Coast of Africa" brand and proposing a comprehensive marketing mix to cascade tourism demand from budget coastal relaxation only, to a more diversified range of market and product segments. In addition we devised a tourism investment promotion strategy and scoped and packaged 5 priority tourism products for private investment, mainly focused on expanding experiential tourism supply along the River Gambia. Our assignment also entailed implementation support at key international tourism exhibitions, redevelopment of The Gambia tourism website and a comprhensive programme of training and capacity building for public and private sector stakeholders.
Methods included intesive fieldwork, desk analysis, 3 on-site intensive stakeholder workshops, surveys among samples of tour operators and leading travel influencers, a sequence of brand champion meetings and a wide range of stakeholder consultations,
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