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Welcome to The Gambia, The Smiling Coast of Africa. • • • • • • • • • Presentation outline 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 Ministry of Tourism And Culture Comprised of 3 satellite institutions; 1- Gambia Tourism Board 2-Gambia institute Tourism and Hospitality 3-National Centre for Arts and Culture To achieve our goal, the destination adopts a fully inclusive (stakeholder) approach External Stakeholders Tourism Board and other satellite institutions and Economic Development agencies Tourism Notfor-profit organizations Diaspora Government of The Gambia Citizens Media Press Public sector / Institutions and organizations\NG NGOs Political will as an overarching factor 4 Corporate Objectives 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 Importance of Tourism to The Gambia *Contributes 16 – 20% of the countries GDP *Creates job to 75,000 Gambians, directly and indirectly *Major foreign exchange earner 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 *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 NEW TOURISM PRODUCTS • • • • • • 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 ANNUAL GROWTH TARGET TO ACHIEVE VISION 2020 ASPIRATION PRE-EBOLA Expected Tourist Annual Arrival Growth Rate to meet target of 14.34% 500,000 Tourist Arrivals by the Year 2020 Season Base Year Target Arrival Arrivals 2012/2013 171,200 2013/2014 195,750 2014/2015 223,821 2015/2016 255,917 2016/2017 292,615 2017/2018 334,576 2018/2019 382,554 2019/2020 437,412 POST - EBOLA Expected Tourist Annual Arrival Growth Rate to meet target of 18.15% 500,000 Tourist Arrivals by the Year 2020 Season Base Year Arrival Target Arrivals 2020/2021 2020/2021 500,137 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018 2018/2019 2019/2020 155,592 183,832 217,197 256,619 303,195 358,225 423,243 ARRIVALS FROM UK ARRIVALS FROM GERMANY ARRIVALS FROM THE NETHERLAND ARRIVALS FROM SPAIN ARRIVALS FROM BENELUX ARRIVALS FROM NIGERIA PERFORMANCE BY MARKETS 2015 Weekly Flights 2015/2016 * Holland 9 flights * Scandinavia 2 flights * Belgium 4 flights * Spain 3 flights * Poland 1 flight * UK 7 flights Destination Price Analysis UK From London to: No. of Nights Board basis Price Source Gambia 7 Half Board £ 651.00 Gambia Experience Cape Verde 7 Half Board £ 720.00 Cape Verde experience Egypt 7 All Inclusive £ 515.00 Thomas Cook Spain 7 Half Board £ 338.00 Thomas Cook Turkey 7 B&B £ 455.00 Thomas Cook For the period 16 – 23 November 2015 Spain From Spain to: No. of Nights Board basis Gambia 7 Full Board £ 923.00 Vueling Cape Verde 7 Full Board £ 1,041.00 Vueling Egypt Kenya Turkey 7 7 7 Flight Only Flight Only Flight Only £ £ £ For the period 16 – 23 November 2015 Price 169.00 235.00 84.00 Source Turkish A KLM Pegasus Germany From Germany to: No. of Nights Board basis Gambia 7 Flight Only £ 463.00 Brussels A Cape Verde 7 Flight Only £ 494.00 TAP Egypt 7 Flight Only £ 213.00 Turkish A Kenya 7 Flight Only £ 661.00 Turkish A Spain 7 Flight Only £ 42.00 Easy Jet Turkey 7 Flight Only £ 117.00 Pegasus For the period 16 – 23 November 2015 Price Source The Netherlands From Holland to: No. of Nights Board basis Gambia 7 Flight Only £ 321.00 TUI Arke Cape Verde 7 Flight Only £ 311.00 Transavia Egypt 7 Flight Only £ 188.00 Alitalia Spain Turkey 7 7 Flight Only Flight Only £ £ 69.00 163.00 Transavia Turkish A For the period 16 – 23 November 2015 Price Source Nigeria From Nigeria to: No. of Nights Board basis Price Gambia 7 Flight Only £ 885.00 Royal Air Maroc Cape Verde 7 Flight Only £ 691.00 Arik Air South Africa 7 Flight Only £ 410.00 Arik Air USA Ghana UK 7 7 7 Flight Only Flight Only Flight Only £ 607.00 £ 156.00 £ 620.00 British A Med view Airlines British A For the period 16 – 23 November 2015 Source Strategy Objective 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 Cont…… * 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 Marketing Strategies * 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. In-Country Outreach *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) 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 Industry Challenges *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 Thank YOU