Each time we hear the word ‘tourism,’ we tend to think primarily of some people visiting particular destinations or places of attraction, on mere sightseeing; or some people visiting friends and relatives; or some people on vacation making good of their leisure time, engaging in various sporting activities, conferences, research works, or simply taking snap shots, so on and so forth.  

However, tourism goes far, far beyond mere sightseeing. In fact, the pleasure of sightseeing is facilitated by some other stakeholders; a group of people vital in the development of a comprehensive definition for the term ‘tourism’.

In short, there are the people who seek to feel the physical experience and satisfaction of their destination (the tourists); there are those who provide the facilities to meet the desires of these tourists - tourist goods and services - those businesspeople who know the values and see tourism as an avenue to make a living by supplying the goods and services that the tourist market demands.

The government and the host community also play a great role in the chain, in the form of cultural exchanges as well as for employment gains. This portrays the industry as a composite of activities, service provision, and experience gaining avenue. Since the nature of tourism demands a comprehensive packaging system, some small-scale businesses in the industry find it close to impossible to benefit from it.

This warranted the establishment of what is called the Association of Small-Scale Enterprises in Tourism (ASSET). Established in the year 2000, the aim of the association is to assist and support small-scale enterprises in tourism to trade fairly and pursue sustainable development and contribute to the conservation of the physical environment and the social and economic welfare of the communities involved.

According to Mr Alieu Badou Bob, chairman of ASSET and manager of Cultural Encounters, an offshoot of ASSET, in a discussion with Tourisphere, ASSET was established to serve as an umbrella body to some of the small-scale enterprises that have something to do with tourism, directly or indirectly. It was also set up to bring together and promote a large number of small enterprises that were active in the industry and advocate for them.

Since it is an umbrella body of small-scale enterprises, its businesses including small hotel operators, lodges, guest houses, tourist taxi drivers, ground handlers, tour operators, juice pressers/fruit sellers, as well as craft market vendors, and its membership is about one hundred.Among them are the National Bee Keepers’ Association, Makasutu Cultural Forest, Habitat Africa, Kololi Women’s Skills Center, Safari Garden, etc..

Asset is an independent, registered association. It works closely with stakeholders in the industry – the government and The Gambia Tourism Authority – towards the development of tourism in country.

Since the establishment of the association, its members have gained quite a lot, as the association spreads its tentacles across other sectors of the industry. In the year 2006, they added more to their caps with the establishment of Cultural Encounters. Cultural Encounters is a marketing platform for Asset, through which members promote tourism in the country.

This serves as a visitors’ information centre to residents and tourists; as well as providing community tourist maps, guide books and booking services, it also serves as a perfect meeting place for relaxation and work. Asset sees itself as a development partner to government, maintaining contacts with a number of institutions both internally and externally. The association has over the years grown into a leading player in maintaining a strong partnership in the responsible tourism programme spearhead by the GTA.

Mboka, slated between 18 – 20th October this year, is a brainchild of this component of the GTA, and it will take place here in Banjul. This is a West Africa travel market set up to bring together the principal stakeholders in the tourism industry, governments, tour operators, and ground handlers, as well as hoteliers. In a way, Mboka will serve as an opportunity for the small-scale businesses to showcase their products.
For more information about Asset and Cultural Encounters, visit their website: www.asset-gambia.com