Editorial

In the ever-expanding competitive global tourism market, it is obvious that creativity and investment should be the cornerstone of a successful enterprise. It is an undeniable fact that the world tourism industry has reached a competitive level that even if states have the basic tourist attractions, the absence of more creativity and investment in the sector would compromise the maximisation of the sector. This fact is paramount because it is no secret that every state has its own tourist attractions, but states create a difference through their capacity to innovate and invent.

It is therefore not surprising that after a critical and thorough analysis of the state of world tourism vis-a-vis The Gambia's tourism industry, the government through the Tourism Ministry has launched a magazine that would in print showcase what the country has to offer tourists with a view to expand our market and as well attract more investment into the sector.

The magazine, which will be distributed to over 150, 000 high network subscribers and be presented to first class passengers of many airlines including British Airways, America, Air Canada, South African Airways, Qatar and Air China among others will no doubt expose Gambia to potential customers and reposition the country in the world tourism map.

The launching of the magazine is indeed another plus for the tourism industry and will go a long way in complementing President Jammeh's immense role in promoting the tourism industry. The president has already engaged in massive infrastructural developments with a view to creating an enabling environment for our tourism sector to thrive.

The launching of the magazine indicates that the leadership has created the enabling environment for such a progressive venture; all parties should therefore play their part to ensure that the magazine is published quarterly as scheduled withoutdelays and constantly reach the target audience so that the potentials of our tourism sector can be further enhanced.