A key headline was institutional: the Gambia Tourism Board (GTBoard) was named “Best Tourism Marketing Agency in Africa” by African Travel Quarterly (ATQ), with the formal presentation tied to the Akwaaba programme in Lagos. For a compact destination competing against far larger budgets, the award is a strong proof-point that recent campaigns and trade outreach are cutting through with buyers and media.

Individual excellence stood out as well. Three Gambian professionals—Fumeke Mary Sarr, Oumie Sise-Sallah, and Binta Jobe—were honoured in the Africa Travel 100 Women initiative linked to this year’s Akwaaba. Together they represent different strengths across the visitor economy, from hotel consulting and destination operations to leadership in hospitality management and culinary standards. Their inclusion gives Destination Gambia a set of authentic, credible voices at a time when travellers and trade alike look for expertise grounded in place.

Beyond the trophies, the Lagos edition mattered for another reason: The Gambia was announced among this year’s official event partners, alongside Lagos State, Air Peace, Wakanow and Interswitch. That status helped the delegation stay visible on the show floor and funnel meetings toward concrete next steps, from winter packaging to potential media collaborations.

What did the team do with the time?

According to organisers and trade coverage, Akwaaba 2025 leaned into aviation connectivity, intra-African travel and content-driven destination marketing. In practice, that meant packed schedules of B2B appointments, press touchpoints and networking across West Africa’s most dynamic source market. As the industry locks winter 2025/26 itineraries, timing favoured destinations ready with product, air access talking points and clear value stories—the very areas The Gambia has been sharpening.

For operators and hoteliers at home, the impact is immediate and practical. An ATQ marketing award gives sales teams a simple hook when they sit down with buyers (“best in Africa” isn’t easily ignored). The Africa Travel 100 Women honours, meanwhile, help media and partners spotlight Gambian leadership and talent—especially women who run operations, craft product and set service benchmarks. Combined with partner status at the fair, the recognition stack signals that The Gambia is not only present in the market but also shaping the conversation.

The next steps are clear: convert meetings into itineraries, host Lagos-based decision-makers on familiarisation trips, and keep the momentum in owned channels so new interest doesn’t fade. Expect tighter coast-and-culture bundles, more collaborative content with regional creators, and additional trade training to help frontline sellers explain the breadth of experiences—from Kololi’s hotel scene to river, wildlife and community-based activities inland.

Akwaaba 2025 gave The Gambia awards to headline, partners to build with and platforms to tell a stronger story. With GTBoard’s marketing win and the recognition of Sarr, Sise-Sallah and Jobe, the destination leaves Lagos with both credibility and a clearer path to growth. The task now is simple and focused: follow up fast, host well, and translate visibility into bookings.

Photo credit: More Cream than Coffee