By Bakary Ceesay, reporting from Germany
The Gambia Tourism Board (GTB), along with the Ministry of Tourism and Culture and key tourism stakeholders, proudly represents Destination Gambia at the Internationale Tourismus-Borse Berlin (ITB) trade fair, held from March 4-6, 2025, in Berlin, Germany. The delegation aims to highlight The Gambia’s unique attractions and offerings to the German market, a vital source of visitors for the West African nation.
ITB Berlin, a cornerstone of the global travel industry since 1966, continues to be the world’s leading platform for tourism professionals. Operating under the theme “The world of travel lives here,” this year’s event anticipates a strong turnout of exhibitors and trade visitors from across the globe. Approximately two-thirds of exhibitors and nearly half of the attendees hail from outside Germany, many wielding significant influence in the travel sector.
The trade fair is meticulously organized, featuring geographic zones dedicated to various destinations and specialized market segments like Adventure Tourism, Business Travel, LGBTQ+ Travel, Luxury Travel, Medical Tourism, and Travel Technology. Alongside the exhibition, the ITB Berlin Convention is the industry’s premier think tank, hosting discussions on emerging trends and innovations. This year, the event has drawn 5,800 participants from over 170 countries.
For The Gambia, Germany represents a critical market with high spending potential. Located at Hall 21, Stand 132, the Gambian delegation is eager to showcase the country’s vibrant culture, pristine beaches, and diverse tourism offerings to German and German-speaking visitors. “WELCOME TO THE GAMBIA STAND,” the team invites, signaling an open invitation to explore what the “Smiling Coast of Africa” has in store.
Adama Njie, Director of Tourism Promotion at the Gambia Tourism Board’s UK Office, emphasized the strategic importance of the event. “Germany is a highly coveted tourism destination, comprising potentially high spenders, thereby underscoring the importance of participating in this tourism show for The Gambia,” Njie said. He highlighted the promising outlook for the 2025 tourism season and noted that additional travel meetings and discussions are scheduled during the event to bolster Gambia’s visibility.
Njie also invited Gambians living near Berlin to visit the stand, encouraging them to connect with tourism officials and explore opportunities for collaborative promotional efforts.
As The Gambia continues solidifying its reputation as a must-visit destination, its presence at ITB Berlin 2025 marks a significant step in attracting international travelers and boosting the nation’s tourism economy.
