Widely known as the Smiling Coast of Africa, The Gambia offers a unique experience to visitors from leisure, adventure to culture-based tourism. The Atlantic Ocean meets endless beaches where tourists spend their days swimming, going for long walks, enjoying freshly made juice and adoring the sunset. From young backpackers looking for an adventure off the beaten track, explorers enjoying cultural experiences, birdwatchers relishing the rich biodiversity, to retired elders in search of a warm and peaceful environment, The Gambia offers a great experience to all.
Since early 2017, the International Trade Centre (ITC) has been supporting the Gambian tourism sector and creative industries through the European Union funded Youth Empowerment Project (YEP). YEP has supported a range of market-driven interventions: market-led skills training, development of new products and experiences including cultural tourism and community-based tourism and marketing of products and destinations. In 2021, through the YEP Andandorr Programme, ITC launched a new initiative with Gambian creatives to help boost sustainable and inclusive tourism and support the recovery of the tourism sector badly affected by the COVID-19 pandemic.
Eight photographers and videographers embarked on a journey to capture The Gambia through their lens. The group of talented men and women were guided by Jason Florio, an award-winner photographer and Helen Jones Florio, Producer. The various themes explored by the photographers and videographers which you will find in this booklet include community-based tourism, a road trip documenting a journey through The Gambia’s heartland, traditional masquerades, a cultural harmony, environmental heroes and a host of other subjects that show The Gambia’s rich heritage. With every page and every picture comes a new discovery of The Gambia.