The Gambia is seeking increased tourist arrivals and more business partnerships with Nigeria. The Gambian Minister of Tourism, Arts and Culture, Abdoulie Jobe, made the call at the 22nd Akwaaba Travel Market Expo in Lagos. The three-day expo runs from 13 to 15 September. It brings together policymakers, tourism boards, travel agents, airlines and tour operators.
Nigeria and The Gambia share historical and cultural ties. The Gambia is a popular destination for Nigerian travellers. In 2019, both countries signed a tourism cooperation agreement. Implementation has been slow. The Akwaaba Expo is an annual platform for African tourism stakeholders.
Jobe said tourism can translate friendship into economic opportunities. “Tourism gives us an opportunity to build on those foundations,” he said. He urged Nigerian travel operators to look beyond The Gambia as a destination. He wanted stronger commercial relationships. Ida Njie, Director-General of the Gambia Tourism Board, called for cooperation with Nigerian tour operators. She urged influencers and journalists to visit and experience The Gambia. Trevor Henry, Chief Commercial Officer of ValueJet, said the airline has operated between Nigeria and The Gambia for 16 months. It runs three weekly flights. In May, it added Accra to its Banjul route.
Winners: Gambian tourism, which gains visibility. Nigerian travel agents, who gain partnerships. ValueJet, which expands routes. Losers: Competing destinations, which lose market share. Nigerian tourism, which may lose out if Gambia captures the market.
Bottom Line: The Gambia wants Nigerian tourists. Nigeria should ask what it gets in return beyond a holiday.