Banjul, The Gambia — The Gambia is fast emerging as a tourism powerhouse in Africa, riding the wave of a continent-wide boom that has made Africa the world’s fastest-growing tourism region in early 2025.
According to figures released by the World Tourism Organization (UN Tourism), international tourist arrivals across Africa rose by 9% between January and February 2025, compared to the same period last year.
The surge places Africa at the top of global tourism growth rankings, driven by strong marketing campaigns, improved air connectivity, and a growing global appetite for culturally immersive and nature-based travel.
In The Gambia, often referred to as “The Smiling Coast of Africa,” the tourism industry is seeing a significant upturn. Key factors include increased accessibility through Banjul International Airport, strategic investments in eco-lodges and heritage sites, and sustained international promotion efforts.
“This is a pivotal moment for Gambian tourism,” a senior official from the Gambia Tourism Board said. “We are seeing strong arrivals from Europe and new interest from Asia, especially as Africa gains global recognition for authentic and sustainable travel.”
Tourists are flocking to The Gambia for its vibrant music, cuisine, and biodiversity, particularly along the River Gambia. The country’s flagship Janjangbureh Kankurang Festival—an enchanting celebration of mystery, culture, and tradition—continues to captivate visitors.
The Mastercard Economics Institute’s Tourism Trends 2025 report highlights nature-based tourism, wellness travel, and immersive gastronomy as key drivers of Africa’s tourism growth. The Gambia is uniquely poised in all three, thanks to its serene beaches, national parks, and expanding culinary scene.
The broader economic impact is also promising. South Africa plans to create over 2 million tourism-related jobs by 2030, while the African Union forecasts tourism’s share of continental GDP will grow from 6.8% to 10.4%. For The Gambia, tourism remains central to its economic diversification strategy, with strong emphasis on youth and women’s employment.
At the Africa Travel Indaba in Durban, where The Gambia reaffirmed its regional commitment through ECOWAS, leaders called for sustainable development, digital innovation, and investment in training to tackle sector challenges such as infrastructure gaps and climate vulnerabilities.
“The tourism revival we are witnessing is not just about numbers; it’s about reimagining Africa’s future,” said one tourism official. “For The Gambia, this is the moment to lead with authenticity, sustainability, and strategic foresight.”
As global travelers seek deeper, more meaningful journeys, The Gambia is proving that a small country can offer vast experiences—and a big welcome.
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