Yaya ,
Many thanks .We would like to implemented all the
recommendations if possible provided we have the
necessary resources . We have a world Bank mission
here at the moment trying to select some of the most
important components of the master plan to look for
funding . Lets hope and pray that all works well .
Thanks for your support and if there is any donor
agency you think would be interested in funding some
of the projects , let us know .
Chi Jamma ,
Bro Sheikh .
--- Yaya Jallow <[log in to unmask]> wrote:

> Tejan,
>  
> This is a well written and thought out comprehensive
> master plan. Thank you for sharing and hope all of
> the recommendations in the study are implemented. 
>  
> Best regards,
>  
> Yaya Jallow 
> 
> 
> 
> > Date: Thu, 12 Oct 2006 02:03:52 -0700> From:
> [log in to unmask]> Subject: REFLECTIONS ON THE
> TOURISM DEVELOPMENT MASTER PLAN IN THE GAMBIA> To:
> [log in to unmask]> > 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> Weaknesses> > Attractive
> beaches in mostly sound semi-tropical> environment>
> Strong dependence on relatively few European
> package> tour operators with concentration on
> "winter sun" > > Pleasant climatic conditions in
> European winter with> potential for tourism in
> summer> Relatively small quantitative & qualitative
> product> range (scenery, culture, sports,
> accommodation,> excursions)> > Value-for-money
> accommodation in the middle/lower> price range>
> Limited air access by scheduled carriers and strong>
> dependency on charter airlines > > Relatively short
> flight duration from Europe with no> jetlag
> problems; Airport close to tourist areas>
> Undeveloped hinterland with little tourist>
> facilities; limited wildlife of tourist interest;> >
> Friendly people with English as official language;>
> safe cultural environment for tourists> Weak
> institutional framework with poor resources for>
> marketing, planning and enforcement of tourism>
> legislation> > Well-defined Tourism Development
> Areas for future> balanced growth of tourism> Partly
> undeveloped infrastructure with regard to> power &
> roads> > No major negative socio-cultural and
> environmental> impact by tourists> Poor training
> facilities in hospitality sector> > Opportunities >
> Threats> > Undeveloped, very attractive beaches on
> the South> Coast> Dependency on limited number of
> tour operators in few> source markets> > Climate
> suitable for year-round beach tourism> Increasing
> competition and danger of being> "sidelined"> >
> Possibilities to widen the present tourist offer>
> through adding historical, cultural and sport
> oriented> attractions> Perception of increasing
> political instability in> West African region > >
> Opening-up the interior of the country including
> The> River Gambia> Perception of increasing health
> hazards (e.g.> malaria) for a trip to West Africa> >
> Development and improvement of niche markets, e.g.>
> bird watching, river cruises> Degeneration of
> natural environment including beach> erosion> >
> Development of community-based tourism eco-oriented>
> enterprises with private partnership> Weak
> institutional framework including uncontrolled>
> development in TDA and countrywide> > Creation of
> more linkages between tourism and> agricultural
> sector> 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:> > l Destination Marketing > > l
> Product Development> > l Quality in Tourism
> Establishments> > l Social Issues> > l Human
> Resources> > l Responsible Tourism> > l Linkages> >
> l Infrastructure> > l 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:> > l Training
> local tour guides with> pilot programmes,
> potentially at James Island and/or> Jufereh;> > l
> 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 
=== message truncated ===


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