By Lamin Sam Jaiteh
LONDON — The buzz at ExCeL London was unmistakable this week as Senegal reemerged on the global travel stage, marking its return to World Travel Market (WTM) London after a six-year break.
Bursting with colour, energy, and a sense of purpose, the Senegalese stand did more than announce a comeback — it reminded the world of what’s been missing.
Dr Adama Ndiaye, Director General of the Agence Senegalaise de Promotion Touristique (ASPT) (the Senegalese Agency for Tourism Promotion), greeted us – The Senegambia Observer – among a swirl of business cards, brochures, and animated conversations.
Senegal’s absence, he said, was felt keenly, but the country’s return comes at a time when the stakes — and opportunities — feel higher than ever.
“London is one of the biggest tourism markets in the world,” Ndiaye explained.
“We came back because this is where the world meets. You can’t afford not to be here.” Senegal’s return isn’t just about exposure; it’s a strategic bet on diversified growth.
The stand itself showcased the country’s traditional draws — unspoiled beaches, teeming wildlife, a landscape that feels like a greatest-hits compilation of West African geography.
But behind the posters and smiles, there’s an urgency to build something lasting: a tourism industry that supports youth, preserves culture, and sparks creativity far beyond hotels and food.
“We want to show that our tourism includes not just what you see in the brochures, but also ecotourism, culture, and a deep heritage that creates jobs and drives national development,” Ndiaye said.
Excitement is building back home for the Youth Olympic Games, set for 31 October to 13 November in Dakar 2026 — the first-ever Olympic event hosted on African soil, marking a significant milestone for the continent.
As Ndiaye pointed out, this is Senegal’s moment on the world stage, and the delegation isn’t wasting time making the most of it.
“Africa celebrates, but Senegal welcomes. These Games are for all Africans, but it’s our challenge and privilege to show what we have to the world.”
A story of collaboration, not competition, was on display at WTM as the Senegalese and Gambian stands stood side by side.
Beneath the flags and branding, the message was simple: what unites us is much stronger than what divides us. “Senegal and The Gambia are one people,” Ndiaye stressed.
“Tour operators don’t want barriers — they want to offer joint experiences.”
The countries already work closely on ground tours and flights, and they’re committed to smoothing cross-border travel, making it easier for visitors to experience the best of both.
An upcoming tourism fair in Dakar this December promises to strengthen these ties, with Gambian officials set to attend. But the impact at WTM ripples beyond institutions.
Mounina Kane Cisse, General Manager of Dakar’s Hotel Nina, captured the mood perfectly: “I am really thrilled to be here. Senegal is present again after 6 years of absence.
“I think it is really good that ASPT made the effort to come back to London — it’s a very, very good market — the second largest after Berlin.
“I believe it is going to be the start of many good opportunities for Senegal.”
There was a sense, in both Ndiaye and Cisse’s words, that this return isn’t just about marketing.
It’s about momentum, lost time, and the urgent need to remind the travel world of Senegal’s magic.
The country’s allure — wild parks, hidden islands, bustling markets, and a warmth that crosses borders — is impossible to miss.
Senegal’s reappearance at WTM is a statement: the door is open, and the world is welcome to walk through. For a country rich in spirit and restless to connect, that might just be the start of something big.
