The Gambia has officially named renowned kora virtuoso and cultural advocate Sona Jobarteh as its Roaming Tourism Ambassador, a move that recognizes her blend of artistry, identity, and public influence.
The announcement was made at the Ministry of Tourism, Arts & Culture in Banjul, where Tourism Minister Abdoulie Jobe commended Ms. Jobarteh’s longstanding commitment to cultural preservation and her ability to connect international audiences with the essence of the Gambian story. Her appointment underscores the Ministry’s broader vision of positioning tourism as a tool for deeper cultural engagement and inclusive development.
Ms. Jobarteh, who has broken ground as the first professional female kora player from a West African griot family, shared that her role would be rooted in more than visibility, it would be about storytelling. Through her performances, educational work, and advocacy, she aims to highlight The Gambia not only as a travel destination, but as a nation of heritage, innovation, and human connection.
Beyond the stage, she is the founder of The Gambia Academy, a pioneering institution dedicated to integrating academic excellence with cultural knowledge. Her contributions have been recognized internationally, including a recent honorary doctorate from Berklee College of Music, a milestone that further elevates her global platform.
The ceremony also served as a reminder of what tourism can achieve when driven by purpose. With Ms. Jobarteh as a cultural envoy, The Gambia is not simply promoting tourism, it is championing a narrative that celebrates its people, creativity, and place in the world.
