The objective of the rebranding exercise is to promote investment, and trade in priority sectors of the economy with a view towards encouraging all target potential investors to take advantage of the numerous opportunities available in country. Further to this over-riding goal, there are other benefits:
- To reposition The Gambia as a preferred investment heaven for all potential investors the world over.
- To spur sustainable economic growth that is anchored on continued employment creation, wealth generation and poverty reduction. .
- To align all branding efforts towards a common objective of making The Gambia the preferred destination of choice for commerce and tourism.
- To promote the beautiful scenery of The Gambia in pictures and other imagery to show the diversity of our flora and fauna, eco-tourism and rich cultural heritage.