By: Kebba Ansu Manneh
In a major leadership transition at the Gambia Tourism Board (GTBoard), seasoned tourism expert Ida Jeng Njie has been named the new Director General, replacing Abubacarr Camara, who has been redeployed to the diplomatic field.
Ms. Jeng Njie, previously serving as Director of International Marketing, brings over 20 years of expertise in destination promotion. She is credited as one of the pioneers in elevating The Gambia’s global tourism profile, having been among the first staff deployed to the GTBoard’s London office. There, she spearheaded marketing efforts targeting the United Kingdom and Central Europe—key markets that have long driven the nation’s tourist arrivals.
The appointment comes after a turbulent chapter for the institution. In 2020, amid staff petitions and administrative upheavals, Ms. Jeng Njie was controversially redeployed from headquarters to the West Coast Region office, a move many in the sector viewed as unjust given her seniority and contributions. That period saw the elevation of Abubacarr Camara as Director General under then-Minister of Tourism Hamat Bah, a decision that sparked debate over selection processes and merit.
With the current changes, industry observers interpret Ms. Jeng Njie’s return to the top post as a step toward restoring stability. Tourism operators, marketers, and international partners have expressed cautious optimism, anticipating stronger destination branding, improved staff morale, and greater confidence among overseas stakeholders.
As Ms. Jeng Njie steps into her role, high expectations surround GTBoard’s priorities: strategic market diversification, inclusive growth across the sector, and robust promotion of The Gambia’s unique appeal as the “Smiling Coast.”
The Ministry of Tourism is expected to release further details on the transition and the new leadership’s mandate in the coming days. This shift underscores ongoing efforts to bolster tourism—a vital economic pillar—as The Gambia aims to attract higher-quality visitors and sustainable development.
