In a brief chat with Ida Cham, chairperson of Association for Small Scale Enterprises in Tourism (ASSET), a staff of Makasutu Cultural Forest and Senegambia Beach Hotel and currently Omakan Hotel General Manager has said The Gambia "is blessed with numerous tourist attractions." Read from the excerpts:

As chairperson of the ASSET, what plans do you have for the association?
Well my doors are open to all development partners. You will agree with me that the tourism sector is here for all, be it small or big player in the industry. On that note, I am calling on all to come and register with the association to benefit from the good things that go with membership such as trainings and participation in local and international trade fairs. I believe the more exposure members have, the more they will enjoy good business. I look forward to working with all and sundry in the interest of the development of this viable sector. Joining the association will really help a great deal in improving the economic status of all small scale business operators in The Gambia.

What do you think would help the sector meet the desired goals of the Gambian tourism industry?
As we speak, there are policies already in place to help us work towards meeting the desired goals of the tourism industry. With time and open partnership from all stakeholders, we will really attain those desired goals we all yearn for in the industry. I therefore use this opportunity to call on all stakeholders particularly the private sector to invest heavily in the sector. The Gambia has significant potentials to expand its tourism scope across the country.

How do you think we can really market The Gambia to attract more tourists?
Marketing is ongoing process. The authorities are doing a lot in the area of marketing or exposing The Gambia internationally. All we need to do is to re-brand our products and services to meet the taste of the clients. Also we have to see how best we can penetrate new markets for the tourism industry. Every year stakeholders attend trade fairs around the world to boost the profile of The Gambia, develop more promotional materials on the existing tourism products and services we offer travellers to the smiling coast. The destination is very close to most European destinations. There is no jet lag. New concepts can really help in the diversification process.

How would you compare our tourism products with those of other destinations in the sub-region?
In The Gambia, we are blessed with numerous tourist attractions, with a very rich culture. The people are nice and hospitable and more importantly, the country is very peaceful. Gambia has a very nice weather pattern with lots of internationally recommended heritage centres. We are aware of emerging tourist destinations in the West African sub-region. We are aware of competitors in the region as well.

Culled from 'The Tourist', GTA quarterly newsletter, 2009 edition