THE TRAVEL FOUNDATION

The Travel Foundation

Creating Shared Value in The Gambia

Suzannah Newham – Industry Programmes Officer

ROOTS EXCURSIONBACKGROUND

ROOTS EXCURSIONBACKGROUND

> BACKGROUND TO PROJECT

TF had existing programme of work in Gambia

Tour operators considering dropping Roots excursion

‘Mystery shopping’ exercise (2008)

ROOTS EXCURSIONPROJECT OBJECTIVES

> OBJECTIVES

To create shared value by:-

Increasing revenue from excursion to Albreda and Juffureh

Ensuring a more equitable distribution of income

Reducing hassle and improve the customer experience

ROOTS EXCURSIONACTION TAKEN

Stakeholder engagement

Community guides

Product development

Children’s craft centre

ROOTS EXCURSIONCHALLENGES

Profit margins

Multi stakeholder representation

Community divisions

Children begging 

ROOTS EXCURSIONOUTPUTS

>CREATING SHARED VALUE:-

Increased income:

• £26,000 in income generated

More equitable distribution of income:

• Fair wages for 16 guides + ticket collector

• £7000 available in the community fund

• Income from sale of children’s crafts

ROOTS EXCURSIONPOSITIVE OUTCOMES

> IDENTIFIED BY LOCAL STAKEHOLDERS

Increased income

More equitable share of tourism benefit

Improved relationships between the two villages

Significant reduction in hassle

> IDENTIFIED BY VISITORS

Excursion now rated as ‘excellent’ or ‘very good’

ROOTS EXCURSIONSITUATION TODAY

Management of project handed over to GTB

Children’s centre handed over to NCAC

ROOTS EXCURSIONONGOING ISSUES

Independent travellers

Tipping

Craft vendors

Community fund spending

Hassle

ROOTS EXCURSIONLESSONS LEARNED

Hassle can be significantly reduced

Introducing fees/payments alone is not sufficient

Communities are not ‘homogenous’

All working for ‘the greater good’ is a challenge!

Model for Tour Operator excursion development

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Suzannah NewhamIndustry Programmes Officer

suzannah.newham@thetravelfoundation.org.uk