The Gambia Tourism Board is making big moves in London this June as it takes part in the 2025 edition of Experience Africa. From June 23 to 25, the event is happening at 155 Bishopsgate, drawing key players in global travel and tourism to focus on the African continent.
This business-to-business event is not just another travel expo. Hosted by the African Travel and Tourism Association, it is a results-driven platform designed for real engagement between African tourism brands and international buyers. With more than 180 exhibitors and over 250 vetted buyers attending, this event is one of the most important spaces for Africa-focused travel businesses to connect with global partners.
Mr. Adama Njie, Director of Tourism Promotion at the Gambia Tourism Board in the UK, is leading the delegation this year. He shared some key insights on how this event is helping The Gambia expand its visibility in the UK and across Europe.
“Day one alone we had over a dozen productive meetings,” Njie said. “This event brings us high-quality connections that are essential to growing our brand. Pair it with other platforms like WTM and ITB, and it becomes part of a bigger strategy.”
Njie explained that many of the meetings at their stand revolved around practical questions. Stakeholders were keen to learn about The Gambia’s range of tourism products, availability of travel partners on the ground, and overall ease of travel for international visitors. According to him, “People want to understand not just what to do in The Gambia but how easy it is to get there and enjoy the experience. That’s the gap we’re helping fill.”
Njie emphasized the value of being present in-person at this type of international event. “My focus is to strengthen our existing position in the UK market and expand into parts of Central and Eastern Europe. These meetings help us plant seeds for long-term collaboration.”
He noted that joint marketing activities and direct partnerships with tour operators are high on the agenda. “We are here to build bridges, not just talk. Coordinating efforts with both our home team and UK-based partners ensures smoother rollouts when it’s time to welcome visitors.”
Experience Africa 2025 is not just about selling travel packages. The event includes panels and discussions on hot topics like responsible tourism, destination branding, risk management, and the use of new technology in the travel space. It is also home to the ATTA for Action Awards, which highlight companies doing meaningful work in community-based tourism.
This focus on ethics and sustainability aligns well with The Gambia’s tourism values, especially as it looks to promote itself as a safe, welcoming, and enriching destination.
This year’s Experience Africa has come at just the right time. As The Gambia works to recover and rebuild from the global tourism slowdown, being present in key markets like the UK is more important than ever. The country’s team is using this moment to refresh its narrative, deepen industry ties, and position The Gambia as a serious option for travelers looking for a genuine African experience.
The mission is clear: drive growth, boost awareness, and turn conversations into bookings.
