World Bank Tourism Diversification and Resilience Project (The Gambia)

Consulting on this multi-million-dollar project, David advised on strategies to build resilience and diversify tourism offerings to boost economic recovery.

PROJECT TITLE: Tourism Diversification and Resilience in The Gambia Project

Organization: The World Bank Group

TIMELINE : MARCH 2024 TO DATE

Place: Banjul, The Gambia

Role: Business Development Expert/ Formalization and Digitalization Lead

The Tourism Diversification and Resilience Project (TDRP), launched in March 2024 by the World Bank Group in collaboration with the Gambian government, aims to transform the country’s tourism sector into a more sustainable, inclusive, and economically resilient industry. With a focus on reducing reliance on traditional beach tourism, the project promotes alternative offerings such as cultural heritage, eco-tourism, and community-based experiences. By diversifying tourism products, TDRP seeks to attract a broader range of visitors, extend tourist stays, and distribute economic benefits more evenly across regions. This initiative aligns with The Gambia’s national development goals, emphasizing job creation, SME growth, and climate-resilient practices.

A core component of TDRP is the formalization and digitalization of tourism-related small and medium enterprises (SMEs). Many local businesses, including tour guides, artisans, and homestay providers, operate informally, limiting their access to financing and market opportunities. The project supports these entrepreneurs through business registration assistance, financial literacy training, and the adoption of digital tools such as online booking systems and mobile payments. By integrating informal operators into the formal economy, TDRP enhances their competitiveness and ability to scale. Additionally, partnerships with financial institutions and tech providers are expanding digital infrastructure, ensuring even remote tourism businesses can participate in the digital economy.

Capacity building is another pillar of the project, with targeted training programs for women and youth, who are vital to The Gambia’s tourism workforce. Workshops cover topics like sustainable tourism practices, customer service excellence, and digital marketing, empowering participants to leverage new opportunities. The project also fosters collaboration between the public and private sectors, facilitating policy reforms that improve the business environment. For example, streamlined licensing processes and incentives for eco-friendly tourism initiatives are being introduced to encourage compliance and innovation. These efforts aim to create a more structured and professionalized tourism sector that meets international standards.

Beyond SME support, TDRP is investing in destination marketing and infrastructure improvements to elevate The Gambia’s global appeal. The development of themed tourism routes—such as heritage trails, bird-watching circuits, and culinary tours—showcases the country’s diverse attractions. Simultaneously, the project is enhancing visitor experiences through better signage, Wi-Fi connectivity in key areas, and sustainable waste management systems. By combining product diversification with infrastructure upgrades, TDRP positions The Gambia as a year-round destination, reducing seasonal fluctuations and vulnerability to external shocks like climate change or global travel disruptions.

The long-term vision of TDRP is to establish The Gambia as a model for inclusive and sustainable tourism in West Africa. By 2025, the project aims to formalize 500+ businesses, increase digital adoption by 30%, and create thousands of jobs, particularly for marginalized groups. Success will be measured through improved tourism revenues, SME growth metrics, and policy advancements. As the project progresses, its lessons and frameworks could be replicated in other African nations seeking to build resilient, diversified tourism economies. Through strategic partnerships and community engagement, TDRP is laying the foundation for a more dynamic and equitable tourism sector in The Gambia.