Aninver Wins Contract for Digital Tourism Strategy in The Gambia

Aninver Wins Contract for Digital Tourism Strategy in The Gambia

We are thrilled to announce that Aninver Development Partners has been awarded a new contract to develop a Digital Tourism Strategy for The Gambia, financed by the World Bank. This project underscores Aninver’s growing track record in supporting the digital transformation of critical sectors in developing countries.

About the Project

The tourism sector is a vital part of The Gambia’s economy, contributing 8.5% to GDP and providing 6.5% of employment in 2019. However, like many other sectors, tourism in The Gambia has been significantly affected by the COVID-19 pandemic, which led to a sharp decline in both revenue and employment. Recognizing the need for modernization, the Government of The Gambia is embarking on a project to digitally transform its tourism value chain, with support from the World Bank.

Aninver’s role will focus on the following key areas:

- Digital Technology Mapping: Analyzing the current state of digital adoption in the tourism sector and identifying gaps and opportunities for digitalization.

- Barriers to Digital Adoption: Understanding the challenges that tourism-related businesses and institutions face in adopting digital tools and solutions.

- Strategic Recommendations: Developing actionable strategies to help The Gambia leverage digital tools for marketing, customer engagement, and overall sector competitiveness.

- Capacity Building: Working with local stakeholders to ensure long-term sustainability by building digital capabilities within key institutions.

Objectives and Impact

This project will complement the broader Tourism Diversification and Resilience efforts in The Gambia, helping to strengthen the industry’s competitiveness and resilience to future shocks. By adopting digital solutions, The Gambia’s tourism sector will be better positioned to attract international tourists, streamline its operations, and improve the customer experience.

Some specific objectives of this initiative include:

- Developing a National Digital Tourism Strategy that supports the Gambia’s National Tourism Policy and Strategy (2021-2031).

- Identifying opportunities for technology investment to reduce costs and enhance efficiency.

- Supporting Micro, Small, and Medium Enterprises (MSMEs) in the tourism sector to adopt digital tools and grow their businesses.

Why Aninver?

Aninver has a proven track record in digital strategy development and tourism sector consulting. Our team has extensive experience in implementing digital transformation projects for tourism in several developing countries, including work on resilience strategies, marketing frameworks, and technology adoption. Our ability to conduct thorough research and create tailored strategies ensures that each project delivers real, measurable impact.

We are excited to contribute to The Gambia’s vision of creating a modern, competitive, and resilient tourism sector through digital innovation. Our work will pave the way for the sustainable growth of tourism in the country, benefiting local businesses and communities.

Stay Updated

We will be sharing more updates on this exciting project as it progresses. Stay tuned to learn more about how Aninver is helping The Gambia embrace digital transformation in tourism.