The Gambia, through its Tourism Board, is actively participating in the 2025 edition of Experience Africa, taking place from June 23 to 25 in London. Hosted at 155 Bishopsgate, this annual business-to-business platform remains one of the most structured forums for promoting travel to Africa in the United Kingdom and beyond. Organized by the African Travel and Tourism Association (ATTA), Experience Africa serves as a professional meeting point between African tourism suppliers and global buyers, with pre-scheduled meetings, educational sessions, and networking opportunities that are tailored to drive real business outcomes.
With 188 exhibiting companies and over 255 qualified buyers, the platform continues to serve as a critical bridge between Africa and international tourism markets. This year’s edition is not only focused on generating leads, but also features insightful sessions on sustainability, artificial intelligence, risk management, and destination marketing. It is also home to the ATTA® for Action Awards, which recognize outstanding work in ethical tourism and community engagement.
Representing The Gambia at this year’s event is Mr. Adama Njie, Director of Tourism Promotion at the Gambia Tourism Board in the UK. In his reflections, Mr. Njie spoke on the importance of Experience Africa in strengthening The Gambia’s strategic position within the UK and other European markets.
“We had some very productive meetings, 13 or 14 just on the first day. Experience Africa brings top-tier meetings and high-value engagements. This is what every tourism board needs. When you combine that with platforms like WTM and ITB, it gives every destination the edge it needs to remain visible and competitive,” he stated.
He further shared that many industry stakeholders visiting their stand sought to understand The Gambia’s tourism offerings, the availability of destination management companies, and general travel facilitation for international visitors. “We are doing our best to respond to their questions and to help them understand the warmth and openness The Gambia is known for,” he added.
Mr. Njie also highlighted the strategic relevance of his presence at the event. “As Director of Tourism Promotion in the UK, with oversight over Central and Eastern Europe, my objective is to consolidate our existing market position and explore emerging opportunities. We aim to build strong partnerships, execute joint marketing missions, and ensure seamless coordination ahead of the arrival of delegations from The Gambia,” he explained.
Experience Africa 2025 is a timely opportunity for The Gambia to showcase its tourism potential, build on existing gains, and reinforce its brand in one of its most vital source markets.
