The tourism industry is at present mainly reliant on the charted market with the vast majority of tourists on package arrangements.

While charter traffic will always be welcome, there is also a need to develop cultural tourism and the conference and incentive market. As the main engine power of the Gambian economy, there are indications that tourism will continue to grow, rendering Gambia's potential as one of the Africa's leading tourist destinations very obvious. The country has many advantages, which together constitute a unique tourism product, attractive to both tourists and tour operators alike.

The Gambia can be termed a medium haul destination offering the following: relatively close proximity to most European capitals. About 6 hours of no jetlag, No time difference but peace and political stability, pleasant sub-tropical climate, abundant sunshine and sandy beaches, abundant exotic bird-life, friendly and hospitable people, a rich and diverse culture and heritage, ample opportunities for river cruising and fishing, Eco-tourism potential; good infrastructure; English is widely spoken; and there is an efficient administrative system.

Since the inception of its tourism industry, the Gambia has been sold as a cheap winter destination attracting mainly middle and low spending tourists in search of the sun, sea and sand. However, it is obvious from the above that this destination has far more to offer.