The overall objective of the new brand is to avail Gambia the opportunity to attract high level investments into the country, boost tourism as well as enhance trade and commerce. In order to achieve the above, the brand seeks to help Gambia:
- Become a ‘middle-income economy’
- Attract sustainable investment into targeted opportunities
- Increase the volume and value of tourism, year on year
- Unite all stakeholders around a single compelling proposition
- Build international awareness and recognition of The Gambia as a regional hub and global leader in inclusive development
- Create pride in the community and energize Gambia’s people to work together for a better future.