The Gambia Marks World Tourism Day with Focus on AI and Digital Transformation

By Yunus Saliu, Senior Correspondent

The Gambia joined the global community on Sunday, September 27, 2026, to commemorate World Tourism Day under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism.”

The celebration, organised by the Gambia Tourism Board in collaboration with the Ministry of Tourism, Arts and Culture and tourism stakeholders, featured a march-past, a tree-planting exercise across the Tourism Development Area, speeches and a presentation on digital technology and Artificial Intelligence in tourism.

Minister of Tourism, Arts and Culture Abdoulie Jobe and Gambia Tourism Board Director General Ida Jeng-Njie highlighted the growing role of digital technology and artificial intelligence in promoting Destination Gambia, improving visitor experiences, reaching new markets and creating opportunities for young people.

The commemoration placed particular emphasis on how technological innovation can help reposition The Gambia’s tourism sector in an increasingly digital global marketplace. Digital platforms and artificial intelligence are becoming more important in tourism promotion, visitor engagement, destination marketing and the delivery of personalised travel experiences.

For The Gambia, these emerging technologies offer opportunities to broaden the international reach of Destination Gambia and strengthen communication with prospective visitors while helping tourism operators respond more effectively to changing market demands.

The celebration also underscored that technological progress must go hand in hand with sustainability and environmental responsibility.

As The Gambia embraces a more digital tourism future, stakeholders emphasised the need to ensure that environmental protection remains at the centre of tourism development.

The tree-planting exercise across the Tourism Development Area symbolised the sector’s commitment to preserving the natural environment for future generations while promoting a tourism model that balances economic development with environmental sustainability.

The observance also highlighted the importance of preparing young Gambians to participate in a tourism industry increasingly influenced by technology, innovation and digital communication.

As artificial intelligence and other digital tools continue to reshape tourism globally, The Gambia’s ability to integrate technology with sustainable tourism practices could play an important role in strengthening the country’s tourism industry and enhancing the international visibility of Destination Gambia.

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