the way forward for the tourism master plan study

   By sheikh Tejan Nyang , Study Coordinator .Tourism Development Master Plan

The Tourism Development Master Plan  findings in different tourism-related sections highlighted a number of strengths of the Gambian tourism sector, but also evident weaknesses and disadvantages in the competition  for market share with other destinations.

Some of the present constraints, however, can be turned into opportunities for future development. There are also a number of threats, some of which are beyond The Gambia's influence to deal with.

In summary, The Gambia is faced with a relatively stark choice.  If no action is taken, the destination may lose market share in what could continue to be a declining market.  At best it would continue to effectively stand still, with not much in the way of an increase in visitor numbers or in tourism revenues.

The alternative is to make a serious effort to achieve progress and make the sector a more significant contributor to the country's economic wealth and to spread the benefits to a wider range of the population. The SWOT analysis below summarizes the situation of Tourism in The Gambia .

The aim of the TDMP is to present an overall framework for future development, identifying key projects for short-term, medium and long term  implementation. The successful realisation of the Plan is therefore dependent upon the implementation of specific actions. These actions are outlined below in the form of an action strategy covering:

l                    Destination Marketing 

l                    Product Development

l                    Quality in Tourism Establishments

l                    Social Issues

l                    Human Resources

l                    Responsible Tourism

l                    Linkages

l                    Infrastructure

l                    Environmental Management

 Destination Marketing

 The marketing of The Gambia is done mainly by the tour operators. More destination marketing has to be done by GTA in order to support:-

·        The efforts to secure more air services

·        The tour operators, who do a good job in marketing The Gambia

·        The independent travel sector, which will grow significantly with more ‘scheduled operations’, and is a sector, very small, but with growth prospects

The principal marketing recommendations are that:-

·        a re-branding exercise is undertaken

·        destination marketing is undertaken through a  private/public sector marketing team/partnership

·        a drive is made to improve air access including a scheduled service operated by a reputable carrier to/from the UK

·        the Roots market is researched in the north-eastern USA

 Product development

The aims of the product development strategy are to develop a range of land and water based products:

·        to conserve, interpret and exploit the natural and cultural heritage sites and areas;

·        to promote community-based tourism development;

·        to conserve, enhance and market the product; and

·        to encourage revitalisation of hotels and diversification of the accommodation product through introduction of integrated resorts, vacation villages, quality lodges; and

·        promoting a variety of things to see and do.

A series of pilot/demonstration projects were identified to kick-start the product development strategy and include:

·        natural resource development – beach, forest and park improvements, National Park regeneration;

·        cultural heritage resource development - historic sites, buildings, reuse and interpretation;

·        community development – promotion of soft culture, arts and crafts, small business enterprises and guiding;

·        product promotion – discovery routes, nature and heritage trails and information dissemination; and

·        integrated planning – resort and recreational developments;

 Projects have been identified for each of the TDAs. For each project there will need to be a detailed project definition and Terms of Reference (TOR).  Project profiles for priority projects are given in the Annexes.  There may be many more projects identified as detailed plans are prepared for each TDA.  As regards the Five-Year Action Plan emphasis should be on creating a more attractive environment in the existing TDA and planning and implementation of a Senegambia Tourism Centre.

Other key projects are:

l                  Training local tour guides with pilot programmes, potentially at James Island and/or Jufereh;

l                    Research of product improvements required to attract higher spending customers from the EU.

 Quality in Tourism Establishments

This series of activities is aimed at establishing minimum standards for ‘tourist hotels’ and for enforcement by licensing control and to ensure that appropriate investment incentives are available for refurbishment.

 It is also to review the all-inclusive policy and to encourage product improvement via annual Gambia tourism awards.

 Social Issues

Whilst social issues are highly critical to the success of tourism in The Gambia, the main issue which has to be resolved is that of the ‘bumsters’. The Visitor Surveys indicated that a substantial proportion of tourists are ‘put off’ by the activities of the ‘bumsters’, so there is an urgent need to turn this issue from a negative force into a positive force. We have included for the ‘Needs Assessment’ and for a follow up to the recommendations from such an exercise.  An action programme has to be devised to find ways in which bumsters can earn an income in a way that demands a change in their behaviour.  Bumster free areas must also be achieved, including at the airport (although this will require a change to the design and layout of the terminal building).

 Human resources

The Gambian people represent a real opportunity for The Gambia to differentiate itself from other tourist destinations, and so offer something special for the tourists. Training programmes in its widest sense will be the key drivers in this process.

 Upgrading The Gambia Hotel School into a National Tourism Training Institute is the key instrument for achieving this. It is the major project to be undertaken in the Five Year Plan (excluding the major investments to be undertaken by the private sector). 

 Responsible Tourism

The Gambia has been a pioneer in responsible tourism, and has been the beneficiary of two UK DFID funded programmes in pro-poor tourism.

A Responsible Tourism Policy for The Gambia was launched by the Secretary of State for Tourism and Culture at the 2004 World Travel Market in London. This policy is a call to action in order to combat some of the inequalities and negative impact of tourism. The policy is addressed to the whole of the tourism industry, government and the Gambia Tourism Authority. It identifies objectives to achieve responsible marketing of the destination and to deal with issues of economic, social and environmental responsibility.

It is envisaged that implementation of this policy will come through a  Responsible Tourism Partnership which is a multi stakeholders action group that represent all interested parties working in the tourism arena . In terms of implementation, working document include 5 year target and an annual work plan.  This process of developing responsible tourism needs to be continued.

 Linkages

Spreading the benefits of tourism is critical to The Gambia, and the main instrument in terms of linkages is seen to be institutional support to the various agricultural producer associations.  An immediate task is for the future of the ‘Gambia is Good’ project to be secured; this project is an outstanding one against international comparison and is in need of further financial support in order to achieve sustainability.

 Infrastructure

The main tourism programmes identified are:

l                    Rehabilitation of the Kotu Wastewater Treatment Plant;

l                    Measures at the Kotu Power Plan to prevent oil spills;

l                    Clean-up and closure of Bakota solid waste dump.  This is already designed and will be assisted through World Bank funding.

l                    A Green Hotel Programme to minimise tourism demands on resources and protect the tourism environment.

l                    Other tourism infrastructure which will also benefit the local population, such as provision of back-up generators at NAWEC’s borewells and the construction of additional water storage tank at Kotu.

The reliable supply of electricity is very important to the long term sustainable future for tourism as it is important for other sectors of the economy.

 Environmental Management

Some of the environmental issues are handled under the infrastructure improvements but an additional programme of environmental improvements under the auspices of the NEA is included in the overall Action Plan.

 1.1             Five Year Time Frame

 A number of projects have been considered for inclusion in the proposed Five Year Action Plan. These projects cover a number of fields including those that will:

·        most effectively build capacity to implement the Tourism Master Plan;

·        provide a number of projects for funding by the African Development Bank and/or different agencies;

The costs of these projects will be modest compared with any of the private sector investments in new facilities.  But, whilst small, these will be the initiatives that will provide the right business environment for the private sector such that economic benefits spin off from the private sector investments to the Gambian people.

 The  way forward  

Tourisms contribution to our economy is quite significant if we are to quantify its contribution to the balance of payment, employment, foreign exchange earnings among others.

Tourisms benefits could be more if only we are able to address the significant leakages of gross visitor expenditure due to imports and payments retained outside The Gambia estimated to be 218 million Dalasis .( Rudy and Tim 2005 studies )

The Gambia’s dependant on package tourism couple with low occupancy factor and the seasonal aspect of the industry has made tourist accommodation earnings, too little properly refurbish and keep up standards that tourist now expect –both in quality of services available   and the standards of physical structures.  Thus leading to serious price dumping which has affected the industry over the years and has lead to a number of hotels changing hands in the form of lease arrangement or being sold. This situation will remain the same unless and until our hoteliers start to implement guaranteed contracts to make room for more profitability.  

Delayed payment by tour operators to hoteliers for services rendered months after departure of tourist is another serious leakage in our economy which is affecting the profitability of the industry. Tour Operators honoring contractual arrangements of payment of invoices after three weeks after guest departure would go a long way in improving the cash flow of hotels in the Gambia      

Having said that, the low prices offered by tour operators under a seasonal tourism industry Will only wretch the industry that is presently struggling to survive in meeting high operational cost expensive infrastructural development in the form of generating e mainly energy,  high NAWEC bills and government taxes .

Our advice on the all-inclusive is that The Gambia cannot turn its back to what is now a clearly established market preference. We have learnt from our mistakes once and we need to make a comparative study as recommended for us to be able to decide on what form of all- inclusive we want to introduce or otherwise .

The survival of our tourism industry is depends on a lot of key factors, the key being mainly the implementation of the required policy actions that would allow the industry to be more competitive with other destinations.

The issue of air access has be classified as a priority area to be tackled to meet the growing need of our modern airport  by providing more passengers and aircraft throughout to pay for the running of an international airport in Banjul . This could be achieved by Government giving the necessary support and incentives to airlines in the form of reduce landing and handling fees, aviation fuel among other to allow the industry to flourish. We have lost a number of golden opportunities such as S .N Brussels changing of crew and refueling in The Gambia. These unfortunate situations would scared away many would be airline operator from investing in The Gambia. Authorities need to look at the multiplier and long term effect of the operations of these companies would have on our industry and the overall economy.   

I strongly believe that if tourism is to be the engine of growth, we should look at issues of sustainability and the need for real consolidation instead of the blind expansion for the next five years to be able to develop a proper tourism sector which is focus on planned development.

Institutional development and human resource development of the sector is key in the recommendation of the Master Plan. The strengthening of the Department of State for Tourism and Culture with a planning unit manned by tourism professionals will make a big difference in the administration and monitoring of the sector. Technical Experts in the areas of Institutional building and Marketing will assist the Gambia Tourism Authority in its reorganization in meeting the growing challenges of the tourism sector.

The Gambia Hotel School when developed to a Tourism and Hospitality Institute with the assistance of a long term technical expert who would  assist in the development of a new curriculum and make recommendations for its accreditation to the University of the Gambia.    

Social issues addressed in the report can only be addressed through a national awareness campaign and through a pro-poor strategy. This needs to be done through specific target groups such as policy and decision makers, opinion leaders, the and the younger generation and the public at large . A tourism school curriculum has been developed and it is expected to be introducing to schools very soon. There is also the urgent need of developing a visitor awareness programme, which will prepare tourist well before their arrival in our country. This could take the form of an in-flight magazine and or  Brochure .

Harmonization of taxes and our laws are and impediment to our tourism industry which if not urgently addressed would discourage investors.

Tourism development requires land, and despite the large size of land that is available within the Tourism Development Area, There are still problems of and management and ownership that needs to be resolved.

Last but not least.

 Small scale enterprises play a leading role in the development of any country and as such the necessary support in the form of proper guidance, training and access to finance needs to be properly addressed for the benefits of Gambians.

Let us pray.

Allah helps us and guides us :

In promoting a good quality of tourist activity that is appropriate for the quest of a just, participatory, and sustainable society. Empower indigenous people and support them to have access and fair price.

Give us the necessary support and commitment to work for gender justice and child protection in tourism. AMEN.       Chi Jamma .