By: Kebba Ansu Manneh
The Gambia Tourism Board (GTBoard) has hailed the commencement of direct flights by Value Jet Airline as a major boost for the country’s tourism sector, particularly in attracting high-spending Nigerian visitors and filling hotel beds during the traditional off-season.
Ida Jeng Njie, Director General of the GTBoard, welcomed the Nigerian airline’s entry into the Gambian market, saying it would significantly reduce travel time between the two West African nations and open new opportunities to tap into Nigeria’s large tourism market.
Speaking on the sidelines of a farewell dinner hosted in honour of Value Jet Airline executives on Saturday, 17th May 2026, at a local hotel in Banjul, Jeng Njie emphasised that Nigerians are known for their high spending power and preference for longer stays – qualities that align perfectly with the board’s strategy to sustain tourism numbers year-round.
“The visit means a lot to destination Gambia because our strategy is to look into markets like the Nigerian market,” she said. “Everybody knows that Nigerians are high spenders, and mostly they take long lengths of stay. This is why we want to tap into the Nigerian market.”
Jeng Njie explained that the summer months are typically a lean period for The Gambia’s tourism industry. However, with targeted marketing to Nigerians, Spaniards, and other source markets that travel during this time, the country can close the seasonal gap and increase overall visitor arrivals.
“By tapping into the Nigerian market, it will help us to fill the gaps during the summer,” she noted. “If we have the Nigerians, we have the Spanish, and other source markets that have the habit of coming to The Gambia during the summer months, then we will increase our numbers, which in turn will help in closing the summer gap.”
Beyond filling rooms, attracting Nigerian tourists is expected to deliver broader economic benefits. Nigerians are described as enthusiastic shoppers, diners, and club-goers – activities that inject money directly into local businesses, from hotels and restaurants to markets and entertainment venues.
Adama Njie, Director of Marketing at the GTBoard, described the arrival of Value Jet as a turning point. For years, The Gambia has relied heavily on European package tours. The new direct flights represent a deliberate shift towards sub-regional markets following the disruptions caused by the Ebola outbreak and the COVID-19 pandemic.
“After Ebola and Covid, we have to shift our focus to target the sub-regional market,” Adama Njie said. “This is why two years ago, GTBoard went on a familiarisation trip in Nigeria where we met prominent airlines like Value Jet, Air Peace, and others to tell them that Gambia is good for business.”
The marketing director highlighted that Value Jet’s direct Lagos–Banjul route eliminates lengthy connections through multiple countries, making travel faster, cheaper, and more convenient for Nigerian passengers. This development aligns with the board’s strategy to diversify source markets beyond traditional European destinations.
Adama Njie also stressed the initiative’s wider continental importance. “Tapping tourists from the African continent has the potential to promote African integration,” he said, adding that increased arrivals would create more job opportunities for The Gambia’s youthful population.
Captain Omololu Majekodunmi, Chief Executive Officer and Managing Director of Value Jet Airline, expressed strong confidence in The Gambia’s tourism potential. He described the country as a “hidden treasure” that has long attracted visitors due to its peace, security, and warm hospitality.
“The Gambia has all the potential of being one of the most visited places in the world because the safety is good, which is the biggest criterion,” Captain Majekodunmi said. “It also has a lovely coastline, which is what everybody wants for relaxation.”
He praised the quality and quantity of beaches and hotels, noting that Gambians’ friendliness remains a key attraction. The CEO pledged that Value Jet would work closely with the GTBoard and other stakeholders to bring more airlines and open additional routes, further expanding visitor numbers.
The launch of Value Jet’s operations is seen as a significant milestone in strengthening air connectivity between Nigeria and The Gambia. Industry observers believe the move could mark the beginning of a new era of intra-African tourism, with direct flights playing a pivotal role in making The Gambia more accessible to its regional neighbors.
As the GTBoard continues to implement aggressive marketing campaigns across Africa, the successful integration of Nigerian tourists could serve as a model for similar partnerships with other emerging markets, helping build a more resilient and diversified tourism economy for The Gambia.
