This component aims to address key bottlenecks in The Gambia's tourism ecosystem, ensuring the sector fulfills its potential for sustainable and inclusive growth. It will focus on (a) strengthening capacity for collecting relevant tourism data to inform policy decisions; (b) enhancing marketing efforts to promote recovery and diversification beyond traditional source markets and segments; and (c) promoting the diversification of the destination and tourism products beyond the 'sun and sea' model. Special attention will be given to gender-sensitive policies, including those that reduce risks of gender-based violence (GBV). To ensure a business-focused and coordinated approach, the project will expand and institutionalize the PPDM, guaranteeing key stakeholder participation in implementation.

Subcomponent 1a: Improved Institutional Capacity for Data-Driven Planning, Marketing, and Branding (US$4 million)

The objective of this subcomponent is to enhance the country's capacity for using tourism data in planning and attracting a diverse set of tourists. It will develop a data-driven marketing strategy with a focus on digital tools, non-traditional markets, and segments. Activities include strengthening the GT Board and other institutions in data collection, analysis, and dissemination, improving interinstitutional coordination, and addressing gender-sensitive policy-making within the private tourism sector. This subcomponent will also establish sustainable financing mechanisms for tourism promotion, supporting immediate actions like targeted promotions and social media campaigns to help sector recovery.



Subcomponent 1b: Increased Participation of Tourism MSMEs in Selected Destinations (US$9 million)

This subcomponent will support diversification and inclusivity by promoting MSMEs’ sustainable integration into tourism value chains. It aims to create a supply chain structure that upgrades domestic MSMEs, facilitates technology transfer, and improves business practices and market access. The project will take a lead firm approach, leveraging partnerships with larger firms to expand MSME capacity. Special emphasis will be placed on supporting women-led MSMEs, utilizing a maximizing finance for development (MFD) approach to attract private investments.