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Momodou
Denmark
11828 Posts |
 Posted - 29 May 2006 : 23:27:01
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THE WAY FORWARD FOR THE TOURISM MASTER PLAN STUDY
By sheikh Tejan Nyang , Study Coordinator.
Tourism Development Master Plan
The Tourism Development Master Plan findings in different tourism-related sections highlighted a number of strengths of the Gambian tourism sector, but also evident weaknesses and disadvantages in the competition for market share with other destinations.
Some of the present constraints, however, can be turned into opportunities for future development. There are also a number of threats, some of which are beyond The Gambia's influence to deal with.
In summary, The Gambia is faced with a relatively stark choice. If no action is taken, the destination may lose market share in what could continue to be a declining market. At best it would continue to effectively stand still, with not much in the way of an increase in visitor numbers or in tourism revenues.
The alternative is to make a serious effort to achieve progress and make the sector a more significant contributor to the country's economic wealth and to spread the benefits to a wider range of the population.
The SWOT analysis below summarizes the situation of Tourism in The Gambia .
Strengths
- Attractive beaches in mostly sound semi-tropical environment
- Pleasant climatic conditions in European winter with potential for tourism in summer
- Value-for-money accommodation in the middle/lower price range
- Relatively short flight duration from Europe with no jetlag problems; Airport close to tourist areas
- Friendly people with English as official language; safe cultural environment for tourists
- Well-defined Tourism Development Areas for future balanced growth of tourism
- No major negative socio-cultural and environmental impact by tourists
Weaknesses
- Strong dependence on relatively few European package tour operators with concentration on "winter sun"
- Relatively small quantitative & qualitative product range (scenery, culture, sports, accommodation, excursions)
- Limited air access by scheduled carriers and strong dependency on charter airlines
- Undeveloped hinterland with little tourist facilities; limited wildlife of tourist interest;
- Weak institutional framework with poor resources for marketing, planning and enforcement of tourism legislation
- Partly undeveloped infrastructure with regard to power & roads
- Poor training facilities in hospitality sector
Opportunities
- Undeveloped, very attractive beaches on the South Coast
- Climate suitable for year-round beach tourism
- Possibilities to widen the present tourist offer through adding historical, cultural and sport oriented attractions
- Opening-up the interior of the country including The River Gambia
- Development and improvement of niche markets, e.g. bird watching, river cruises
- Development of community-based tourism eco-oriented enterprises with private partnership
- Creation of more linkages between tourism and agricultural sector
Threats
- Dependency on limited number of tour operators in few source markets
- Increasing competition and danger of being "sidelined"
- Perception of increasing political instability in West African region
- Perception of increasing health hazards (e.g. malaria) for a trip to West Africa
- Degeneration of natural environment including beach erosion
- Weak institutional framework including uncontrolled development in TDA and countrywide
- No efforts to solve the Bumster problem
The aim of the TDMP is to present an overall framework for future development, identifying key projects for short-term, medium and long term implementation. The successful realisation of the Plan is therefore dependent upon the implementation of specific actions. These actions are outlined below in the form of an action strategy covering:
* Destination Marketing
* Product Development
* Quality in Tourism Establishments
* Social Issues
* Human Resources
* Responsible Tourism
* Linkages
* Infrastructure
* Environmental Management
Destination Marketing
The marketing of The Gambia is done mainly by the tour operators. More destination marketing has to be done by GTA in order to support:-
* The efforts to secure more air services
* The tour operators, who do a good job in marketing The Gambia
* The independent travel sector, which will grow significantly with more ‘scheduled operations’, and is a sector, very small, but with growth prospects
The principal marketing recommendations are that:-
* a re-branding exercise is undertaken
* destination marketing is undertaken through a private/public sector marketing team/partnership
* a drive is made to improve air access including a scheduled service operated by a reputable carrier to/from the UK
* the Roots market is researched in the north-eastern USA
Product development
The aims of the product development strategy are to develop a range of land and water based products:
* to conserve, interpret and exploit the natural and cultural heritage sites and areas;
* to promote community-based tourism development;
* to conserve, enhance and market the product; and
* to encourage revitalisation of hotels and diversification of the accommodation product through introduction of integrated resorts, vacation villages, quality lodges; and
* promoting a variety of things to see and do.
A series of pilot/demonstration projects were identified to kick-start the product development strategy and include:
* natural resource development – beach, forest and park improvements, National Park regeneration;
* cultural heritage resource development - historic sites, buildings, reuse and interpretation;
* community development – promotion of soft culture, arts and crafts, small business enterprises and guiding;
* product promotion – discovery routes, nature and heritage trails and information dissemination; and
* integrated planning – resort and recreational developments;
Projects have been identified for each of the TDAs. For each project there will need to be a detailed project definition and Terms of Reference (TOR). Project profiles for priority projects are given in the Annexes. There may be many more projects identified as detailed plans are prepared for each TDA. As regards the Five-Year Action Plan emphasis should be on creating a more attractive environment in the existing TDA and planning and implementation of a Senegambia Tourism Centre.
Other key projects are:
* Training local tour guides with pilot programmes, potentially at James Island and/or Jufereh;
* Research of product improvements required to attract higher spending customers from the EU.
Quality in Tourism Establishments
This series of activities is aimed at establishing minimum standards for ‘tourist hotels’ and for enforcement by licensing control and to ensure that appropriate investment incentives are available for refurbishment.
It is also to review the all-inclusive policy and to encourage product improvement via annual Gambia tourism awards.
Social Issues
Whilst social issues are highly critical to the success of tourism in The Gambia, the main issue which has to be resolved is that of the ‘bumsters’. The Visitor Surveys indicated that a substantial proportion of tourists are ‘put off’ by the activities of the ‘bumsters’, so there is an urgent need to turn this issue from a negative force into a positive force. We have included for the ‘Needs Assessment’ and for a follow up to the recommendations from such an exercise. An action programme has to be devised to find ways in which bumsters can earn an income in a way that demands a change in their behaviour. Bumster free areas must also be achieved, including at the airport (although this will require a change to the design and layout of the terminal building).
Human resources
The Gambian people represent a real opportunity for The Gambia to differentiate itself from other tourist destinations, and so offer something special for the tourists. Training programmes in its widest sense will be the key drivers in this process.
Upgrading The Gambia Hotel School into a National Tourism Training Institute is the key instrument for achieving this. It is the major project to be undertaken in the Five Year Plan (excluding the major investments to be undertaken by the private sector).
Responsible Tourism
The Gambia has been a pioneer in responsible tourism, and has been the beneficiary of two UK DFID funded programmes in pro-poor tourism.
A Responsible Tourism Policy for The Gambia was launched by the Secretary of State for Tourism and Culture at the 2004 World Travel Market in London. This policy is a call to action in order to combat some of the inequalities and negative impact of tourism. The policy is addressed to the whole of the tourism industry, government and the Gambia Tourism Authority. It identifies objectives to achieve responsible marketing of the destination and to deal with issues of economic, social and environmental responsibility.
It is envisaged that implementation of this policy will come through a Responsible Tourism Partnership which is a multi stakeholders action group that represent all interested parties working in the tourism arena . In terms of implementation, working document include 5 year target and an annual work plan. This process of developing responsible tourism needs to be continued.
Linkages
Spreading the benefits of tourism is critical to The Gambia, and the main instrument in terms of linkages is seen to be institutional support to the various agricultural producer associations. An immediate task is for the future of the ‘Gambia is Good’ project to be secured; this project is an outstanding one against international comparison and is in need of further financial support in order to achieve sustainability.
Infrastructure
The main tourism programmes identified are:
* Rehabilitation of the Kotu Wastewater Treatment Plant;
* Measures at the Kotu Power Plan to prevent oil spills;
* Clean-up and closure of Bakota solid waste dump. This is already designed and will be assisted through World Bank funding.
* A Green Hotel Programme to minimise tourism demands on resources and protect the tourism environment.
* Other tourism infrastructure which will also benefit the local population, such as provision of back-up generators at NAWEC’s borewells and the construction of additional water storage tank at Kotu.
The reliable supply of electricity is very important to the long term sustainable future for tourism as it is important for other sectors of the economy.
Environmental Management
Some of the environmental issues are handled under the infrastructure improvements but an additional programme of environmental improvements under the auspices of the NEA is included in the overall Action Plan.
1.1 Five Year Time Frame
A number of projects have been considered for inclusion in the proposed Five Year Action Plan. These projects cover a number of fields including those that will:
* most effectively build capacity to implement the Tourism Master Plan;
* provide a number of projects for funding by the African Development Bank and/or different agencies;
The costs of these projects will be modest compared with any of the private sector investments in new facilities. But, whilst small, these will be the initiatives that will provide the right business environment for the private sector such that economic benefits spin off from the private sector investments to the Gambian people.
The way forward
Tourisms contribution to our economy is quite significant if we are to quantify its contribution to the balance of payment, employment, foreign exchange earnings among others.
Tourisms benefits could be more if only we are able to address the significant leakages of gross visitor expenditure due to imports and payments retained outside The Gambia estimated to be 218 million Dalasis .( Rudy and Tim 2005 studies )
The Gambia’s dependant on package tourism couple with low occupancy factor and the seasonal aspect of the industry has made tourist accommodation earnings, too little properly refurbish and keep up standards that tourist now expect –both in quality of services available and the standards of physical structures. Thus leading to serious price dumping which has affected the industry over the years and has lead to a number of hotels changing hands in the form of lease arrangement or being sold. This situation will remain the same unless and until our hoteliers start to implement guaranteed contracts to make room for more profitability.
Delayed payment by tour operators to hoteliers for services rendered months after departure of tourist is another serious leakage in our economy which is affecting the profitability of the industry. Tour Operators honoring contractual arrangements of payment of invoices after three weeks after guest departure would go a long way in improving the cash flow of hotels in the Gambia
Having said that, the low prices offered by tour operators under a seasonal tourism industry Will only wretch the industry that is presently struggling to survive in meeting high operational cost expensive infrastructural development in the form of generating e mainly energy, high NAWEC bills and government taxes .
Our advice on the all-inclusive is that The Gambia cannot turn its back to what is now a clearly established market preference. We have learnt from our mistakes once and we need to make a comparative study as recommended for us to be able to decide on what form of all- inclusive we want to introduce or otherwise .
The survival of our tourism industry is depends on a lot of key factors, the key being mainly the implementation of the required policy actions that would allow the industry to be more competitive with other destinations.
The issue of air access has be classified as a priority area to be tackled to meet the growing need of our modern airport by providing more passengers and aircraft throughout to pay for the running of an international airport in Banjul . This could be achieved by Government giving the necessary support and incentives to airlines in the form of reduce landing and handling fees, aviation fuel among other to allow the industry to flourish. We have lost a number of golden opportunities such as S .N Brussels changing of crew and refueling in The Gambia. These unfortunate situations would scared away many would be airline operator from investing in The Gambia. Authorities need to look at the multiplier and long term effect of the operations of these companies would have on our industry and the overall economy.
I strongly believe that if tourism is to be the engine of growth, we should look at issues of sustainability and the need for real consolidation instead of the blind expansion for the next five years to be able to develop a proper tourism sector which is focus on planned development.
Institutional development and human resource development of the sector is key in the recommendation of the Master Plan. The strengthening of the Department of State for Tourism and Culture with a planning unit manned by tourism professionals will make a big difference in the administration and monitoring of the sector. Technical Experts in the areas of Institutional building and Marketing will assist the Gambia Tourism Authority in its reorganization in meeting the growing challenges of the tourism sector.
The Gambia Hotel School when developed to a Tourism and Hospitality Institute with the assistance of a long term technical expert who would assist in the development of a new curriculum and make recommendations for its accreditation to the University of the Gambia.
Social issues addressed in the report can only be addressed through a national awareness campaign and through a pro-poor strategy. This needs to be done through specific target groups such as policy and decision makers, opinion leaders, the and the younger generation and the public at large . A tourism school curriculum has been developed and it is expected to be introducing to schools very soon. There is also the urgent need of developing a visitor awareness programme, which will prepare tourist well before their arrival in our country. This could take the form of an in-flight magazine and or Brouchure .
Harmonization of taxes and our laws are and impediment to our tourism industry which if not urgently addressed would discourage investors.
Tourism development requires land, and despite the large size of land that is available within the Tourism Development Area, There are still problems of and management and ownership that needs to be resolved.
Last but not least.
Small scale enterprises play a leading role in the development of any country and as such the necessary support in the form of proper guidance, training and access to finance needs to be properly addressed for the benefits of Gambians.
Let us pray.
Allah helps us and guides us :
In promoting a good quality of tourist activity that is appropriate for the quest of a just, participatory, and sustainable society.
Empower indigenous people and support them to have access and fair price.
Give us the necessary support and commitment to work for gender justice and child protection in tourism. AMEN. Chi Jamma .
Foot note.
The author is a tourism consultant with many years of experience. He mail address is tejan@qanet.gm
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A clear conscience fears no accusation - proverb from Sierra Leone |
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jambo
3300 Posts |
Posted - 30 May 2006 : 15:06:37
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this is fascinating, but i wonder if any one will take action on it. Gambia needs to move quickly or ghana, cape verde and sierra leone will overtake them as places to visit. Nigeria is developing a tourism plan, virgin airlines flies direct there from london.
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serenata
Germany
1400 Posts |
Posted - 30 May 2006 : 19:38:20
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| Grrmmpffflll... Nigeria... I wouldn't like to go there even if they would carry me in a golden airplane... Sorry, I don't mean to be offensive to Nigerians on the whole, but I think they have to work a lot on their bad image before Nigeria will become a touristic place. Gambia has a far better reputation, and I hope the plan works. Cape Verde sounds a little bit boring to me, but it seems that most tourists are not very interested in the country and its culture; sun, beach, a nice hotel are enough for them, and as long as these things are provided and it is not too expensive, you can carry them to any place in the world, they don't care. |
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gambiabev
United Kingdom
3091 Posts |
Posted - 05 Jun 2006 : 22:20:55
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Why are Gambians racist against Nigerians? Is it jealously that they are more developed and have better education and health etc?
Serenata, if I had posted what you just posted I am sure you would call me racist!
The original report is fantastic,complex and definitive.......
In the past week in the uk I have seen two African destinations promoted...cape verde and zanzibar........
Gambia has lots of advantages: it is english speaking, it is in the same time zone, it is peaceful and friendly.
Kenya will always be popular because of its wildlife and Gambia cant compete with that, but for many people that is a one off holiday.
Gambia needs to concentrate on budget/mid range holidaymakers. Ecofriendly holidays are an expanding market......also holidays that offer a real taste of a country...in Gambia as part of a package people could spend a couple of nights in a village with a family. the income could go to the local school or village projects.
For the tourists that just want to stay at the coast and get a tan you need to make sure they feel safe and unthreatened and have incentives to return. Hotels could offer money off return visits etc....
A small PS....about 10% of europeans are now vegetarian....although this is not part of Gambian culture..... menus need to consider this carefully. In Senegambia I would suggest there is scope for a vegetarian restaurant. |
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kobo
United Kingdom
7765 Posts |
Posted - 05 Jun 2006 : 22:28:23
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quote:
Originally posted by gambiabev
Why are Gambians racist against Nigerians? Is it jealously that they are more developed and have better education and health etc?
Stop brewing tensions and making irresponsible statements. We love NIgerians as they are our brothers, Africans and humna beings like you. Keep youe hatred and un religious ways to yourself! |
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gambiabev
United Kingdom
3091 Posts |
Posted - 05 Jun 2006 : 22:33:39
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I am not full of hatred. Just beause I am not religious doesnt mean I cant be a good person. I am kind and loving. I accept other people as they are.
SO Gambians LOVE Nigerians do they?!  That isn't what I have heard!!!
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kobo
United Kingdom
7765 Posts |
Posted - 05 Jun 2006 : 22:41:02
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quote:
Originally posted by gambiabev
I am not full of hatred. Just beause I am not religious doesnt mean I cant be a good person. I am kind and loving. I accept other people as they are.
SO Gambians LOVE Nigerians do they?! That isn't what I have heard!!!
You appear to be negative minded about Gambians. Why do you hate us and spiteful with your contributions always. Don't pretend that you have good intentions with your remarks. It is always calculated to discredit us. You took a break but didn't reflect how to get on with us. Don't judge yourself as good! I reckon you have a family and that love and caring is due to every individual on earth. |
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gambiabev
United Kingdom
3091 Posts |
Posted - 05 Jun 2006 : 22:46:16
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| I don't hate Gambians...but Gambians I have met and made friends with are very different to some people on bantaba...... much more open minded and less judgemental. |
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kobo
United Kingdom
7765 Posts |
Posted - 05 Jun 2006 : 22:55:23
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quote:
Originally posted by gambiabev
I don't hate Gambians...but Gambians I have met and made friends with are very different to some people on bantaba...... much more open minded and less judgemental.
You are exposing yourself as having grieviances, vengeful, with evil intentions and counter productive. |
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gambiabev
United Kingdom
3091 Posts |
Posted - 05 Jun 2006 : 23:13:58
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'vengeful with evil intentions'...what evidence do you have to support such a statement. It is very annoying that people can get away with such slanderous statements.............. As far as I am aware i have never committed an evil act in the whole of my 45 years.
Tell me your evidence. |
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toubab1020
12314 Posts |
Posted - 05 Jun 2006 : 23:35:09
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| I think I will just see how this develops,I was going to write something,but perhaps not! |
"Simple is good" & I strongly dislike politics. You cannot defend the indefensible.
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kobo
United Kingdom
7765 Posts |
Posted - 05 Jun 2006 : 23:55:14
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quote:
Originally posted by gambiabev
'vengeful with evil intentions'...what evidence do you have to support such a statement. It is very annoying that people can get away with such slanderous statements.............. As far as I am aware i have never committed an evil act in the whole of my 45 years.
Tell me your evidence.
You said it all that Gambians you ave met on Bantaba are different. I presumed that you are behaving or pretending to behave in certain ways and showing us certain attitudes because of those particvular Gabians you atempt to dispise or whatever you have against them. Thats's where it came from.
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gambiabev
United Kingdom
3091 Posts |
Posted - 06 Jun 2006 : 00:03:30
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Kobo..... I am not going to respond. I dont want to extend this argument. The original purose of this psoting was the excellent document about tourism.
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kobo
United Kingdom
7765 Posts |
Posted - 06 Jun 2006 : 00:08:10
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quote:
Originally posted by gambiabev
Kobo..... I am not going to respond. I dont want to extend this argument. The original purose of this psoting was the excellent document about tourism.
Thanks for allowing progress on the topic. |
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serenata
Germany
1400 Posts |
Posted - 06 Jun 2006 : 15:10:02
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Oh Jeeezus, Gambiabev - you are almost right in some points. If you had said the same, they would have called you racist. I am a white German, not a Gambian (!), and I didn't mean to be racist to Nigerians. As far as I can see from several films, Nigeria is a very beautiful country.
But I insist that Nigeria has to work on its image. Of course I don't think that this big country is full of criminals. But nobody would deny that those who are (419, just to mention an example) give Nigeria a bad name.
And you are right - the Master Plan Study is much more important than my remarks.
You write: "Gambia needs to concentrate on budget/mid range holidaymakers. Ecofriendly holidays are an expanding market......also holidays that offer a real taste of a country...in Gambia as part of a package people could spend a couple of nights in a village with a family. the income could go to the local school or village projects." I think budget tourists are the problem, not the solution. This type of tourist has a fatal tendency to demand a lot without being willing or able to pay for what he/she gets. Budget destinations are a risky option - see Mallorca, DomRep, Cancun, etc. I don't wish that for Gambia.
More mid range tourists would be better; ecofriendly holidays can be excellent. Staying a few days with a Gambian family could be ok if the families don't feel disturbed. But I fear that this kind of tourism could disbalance the community. |
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toubab
Gambia
92 Posts |
Posted - 06 Jun 2006 : 22:32:07
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| Most first time tourists from the UK are not always interested in the country or culture, they want good beaches, good food and sunshine for their hard earned two week break.The problem of the 'bumsters' is not their persistance, as we all know a polite no thank you usually does the trick, but the numbers. I had twenty seven people stop by me in a four hour period on Kotu beach, wanting to sell/talk, and all I wanted to do was read my book, so I can understand how irritating it can be for some people.Thats what can be off putting for tourists, so a solution needs to be found, that accomodates all.Also most of the restaurants down the Strip do vegatarian options, so thats fairly well catered for.Eco lodges are an excellent option, and there are quite a few established, and setting up, though I think they tend to be too pricey and are not what the majority of tourists consider when choosing their accommodation. |
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