Risk & Crisis Management in Tourism Sector:
Recovery from Crisis
in the OIC Member Countries
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4.4. Case Study 4 – The Gambia (Desk study)
4.4.1. History and Development of Tourism in The Gambia
The Gambia lies on the west coast of Africa and is the smallest country in mainland Africa. It
stretches for around 350 km. along the River Gambia, measuring just 24-48 kms. in width and
entirely surrounded by the Republic of Senegal apart from along its coast. It has a tropical
climate with distinct wet and dry seasons: the dry period (November to May) coincides with
winter in the northern hemisphere and forms the principal tourism season.
The Gambia became independent from Britain in 1965. It was soon clear that over-reliance on a
single cash-crop (groundnuts) was leading to significant economic problems (Bah and Goodwin,
2003), since the value of primary products was fluctuating. By then, most other countries were
diversifying their economy. Advances in aviation technology were allowing passenger jets to
travel further afield from source markets, and European holiday-makers were increasingly
ready to venture beyond the shores of Europe for their annual vacation. Tourism was thus seen
as a way to address The Gambia’s economic weaknesses.
The country was well placed to appeal to North European markets because of its white, sandy
beaches backed by an unspoiled natural environment, at only around 6 hours flying time from
the principal generating countries and in a similar time zone. However, it it was relatively distant
from key markets, there were perceptual barriers to overcome since Africa was unfamiliar to
most Europeans, and it lacked the financial capital, infrastructure and human resources to
develop as a destination without outside intervention. By the early 1970s the government
therefore embarked on lobbying and attracting foreign investors to invest in tourism, including
hotel development. By way of encouragement it offered incentives such as tax holidays, duty
waivers and exemption from taxes (Dieke, 1993).
This policy coincided with the search by Europe-based tour operators for destinations beyond
the shores of Europe with nice beaches, good levels of sunshine, a supply of workers willing to
be trained in basic hospitality skills, and a stable government regime. The ensuring pattern of
resort-based package tours set the framework for a low-cost model where a high percentage of
the holiday cost accrued to the international airlines, hotel companies and tour operators rather
than to the local economy.
The principal focus of infrastructure and hotel construction was the TourismDevelopment Area,
a 10 km strip around the bay-shaped mouth of the River Gambia estuary and the Atlantic Ocean.
The area was dedicated to the development of tourism facilities only. Foreign companies
invested heavily in tourism and controlled the majority of the tourism-related businesses,
including hotels, guest-houses, bars and restaurants, tourism service facilities, and souvenir
shops. Managerial staff at that time came mainly from overseas, while local people were
employed as unskilled workers.
The two decades from 1972 saw steady growth in tourism to The Gambia, reaching a peak of