Exploring Hospitality and Tourism Landscape in Gambia

This report provides an overview of the hospitality and tourism sector in Gambia, focusing on the types and sizes of accommodation establishments, food and beverage outlets, distribution channels, promotion strategies, and current target markets. The study highlights that tourism and accommodation contribute significantly to Gambia's GDP, with a variety of accommodation options ranging from hotels to villas. Food and beverage outlets include general restaurants, specialty restaurants, coffee shops, bars, and cafeterias. Distribution channels involve principals, wholesalers, retailers, and consumers, with booking processes becoming increasingly accessible online. The target markets include business travelers, family vacationers, friend groups, and international jet-setters. The report concludes that Gambia's tourism sector is expanding, driven by improved safety, enjoyment, and leisure opportunities for tourists.

Hospitality and tourism in
gambia

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Types and size of accommodation...............................................................................................3
Food and beverage outlet.............................................................................................................3
Distribution channel and promotion............................................................................................4
Types and size of current target market ......................................................................................4
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................6

INTRODUCTION
Hospitality refers to the activities that took place for the welfare of guests or visitors. Tourism
means activities of human being, which includes travelling, staying(SHAIDULLINA, R.M. and
IKHSANOVA, F.A., 2019), enjoying for some days. This study will discuss the hospitality and
tourism in towns of Gambia. This is a country in west Africa.
MAIN BODY
Types and size of accommodation
Tourism and accommodation is the one of the fastest growing industry in Gambia it consists of
20% of GDP of Gambia. In Gambia accommodation gives a wide range of variety of places
ranging from low to high(Oluwatobi, S.E. and Amaka, A.A., 2019). There are many types of
accommodation in the world, but in Gambia there are limited but luxurious accommodation such
as hotel, guest house, lodges, camping, apartment, villas. Big number of people come for tourism
to Gambia in winter season. Sizes of accommodation are categorized in 5 types these are as
follows:-
Accommodation including below 200 room – Very small
Accommodation including up to 200 room - Small
Accommodation including 200 to 399 room - Medium
Accommodation including 400 to 700 room – Large
Accommodation including more than 700 room – Mega
Food and beverage outlet
Food and beverage outlet are the areas where food and beverage are sold. The outlets are mainly
categorized as follows:-
General outlets – They are mainly single or multi cuisine. They allow all day dining or meal
specific. This is usually modestly furnished and have mid price(allow, R., 2019.).
Speciality restaurants – They follow a specific theme for decoration, food, beverage for example
– Chinese, Italian. The price of meal is generally expensive here.
Coffee shop – They operate for 24 hours providing hi-tea with snacks.
Bar – They operation mainly depends on legal matters as they serve alcoholic substance.
Cafeteria – They operate in institutions providing food at lower prices than others.

Distribution channel and promotion
Distribution channel represents the way to sell or promote your products. There are mainly 4 key
stages in channel of distribution. These are principals, wholesalers and aggregators, retailers,
consumer.
Principals :-This one is the foremost and different part of travel things. Such as it includes
accommodation providers like Bendula in Butukunku(Gambia). Teroto cottage etc. This also
involves the visitor attraction such as Arch 22, Serrekunda etc. which attracts the tourists toward
them(Jallow, K.B., 2022J). This involves transport too which includes airways, train, bus and
ships. The main services come under the principals are ancillary which includes theatre, forex,
event ticket and car hire.
Wholesalers and aggregator :- Major component of these chain is B2B operators like Traditional
tours and Arch tours(Horsfall, D., 2020.). Which involves global distribution system linked with
Destination management organization. Wholesaler includes some bed banks like Gordon.
Retailer :- These are the ones who sales there product directly to the consumer. They are high
street travel agent. Serving on or as a platform they are B2C tour operators
Consumer :- These are the one who directly purchase the travel product from retailer.
Booking can be done easily in Gambia through personal visit to the place or by visiting the place
official site or by any online platform(Grek-Martin, J., 2020). Booking process is not much wider
it needs the identity of customer to book the place.
Types and size of current target market
Target market is the main personal customer base to which an organisation sell it's travel
product. There are mainly 4 target market for tourism sector. These are as follows :-
Business Traveller – some travellers visit outside of their city or country for professional purpose
or company purpose are known as business travellers (Fang, W.T., 2020).
The family vacationers – Travellers who travel with their family for leisure, relaxed or
enjoyment time are known as the family vacationerss.
Friends gateway – Travellers spending their time outside their city with friends for some kind of
chill moments are known as friends gateway (Boğan, E. and Sarıışık, M., 2019).
International jet-setter – International jet-setter means a rich , fashionable person whom loves to
travel a lot.

The rank of Gambia in tourism is increasing year by year as they are providing better safety and
enjoyment and leisure to the tourists. Tourism is expanding itself in this country and making
their most population rich (Beyai, M., 2018).
CONCLUSION
This study has taught about the target market of tourism , food and beverage outlets in Gambia
its tourist attraction and distribution channels of tourism sector.

REFRENCES
(BOOKS AND JOURNAL)
Beyai, M., 2018.The relationship between tourism and economic growth: An empirical evidence
from the Gambia(Master's thesis, Çankaya Üniversitesi).
Boğan, E. and Sarıışık, M., 2019. Halal tourism: conceptual and practical challenges. Journal of
Islamic Marketing.
Fang, W.T., 2020. Rural tourism. In Tourism in emerging economie.( pp. 103-129). Springer,
Singapore.
Grek-Martin, J., 2020. Strange spaces of mediated memory: The complicating influence of Roots
on heritage tourism in The Gambia, West Africa. InLocating Imagination in Popular Culture(pp.
247-264). Routledge.
Grek-Martin, J., 2020. The complicating influence of Roots on heritage tourism in The Gambia,
West Africa.Locating Imagination in Popular Culture: Place, Tourism and Belonging.
Horsfall, D., 2020. Medical tourism from the UK to Poland: how the market masks
migration. Journal of Ethnic and Migration Studies,46(20), pp.4211-4229.
Jallow, K.B., 2022. EVALUATING THE RELATIONSHIP BETWEEN INTERNATIONAL
TOURISM RECEIPTS, REAL EXCHANGE RATES, AND ECONOMIC GROWTH: A CASE
STUDY OF THE GAMBIA.Jurnal Ilmiah Mahasiswa FEB, 10(1).
Jallow, R., 2019.Policy intervention and tourism development in the Gambia(Doctoral
dissertation, Obafemi Awolowo University).
Oluwatobi, S.E. and Amaka, A.A., 2019. TOURISM, CULTURE AND THE ECONOMY:
IMPLICATIONS FOR ECO-CULTURAL DEVELOPMENT IN THE GAMBIA.TOURISM,
CULTURE AND THE ECONOMY: IMPLICATIONS FOR ECO-CULTURAL DEVELOPMENT
IN THE GAMBIA,38(1), pp.16-16.
SHAIDULLINA, R.M. and IKHSANOVA, F.A., 2019. Application of mathematical methods in
consumer choice theory in tourism sphereRevista ESPACIOS40(13).