Download Gambia Tourism Board PRESENTATION

Welcome to The Gambia,
The Smiling Coast of
Africa.
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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
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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
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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