1. THE TRAVEL FOUNDATION The Travel Foundation Creating Shared Value in The Gambia Suzannah Newham – Industry Programmes Officer

2. ROOTS EXCURSION BACKGROUND > BACKGROUND TO EXCURSION Location made famous through Alex Haleys book, Roots Excursion included: Boat trip Guided tour of village Slave museum Craft market

3. ROOTS EXCURSION BACKGROUND > BACKGROUND TO PROJECT TF had existing programme of work in Gambia Tour operators considering dropping Roots excursion Mystery shopping exercise (2008)

4. ROOTS EXCURSION PROJECT 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

5. ROOTS EXCURSION ACTION TAKEN Stakeholder engagement Community guides Product development Childrens craft centre

6. ROOTS EXCURSION CHALLENGES Profit margins Multi stakeholder representation Community divisions Children begging

7. ROOTS EXCURSION OUTPUTS > 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 childrens crafts

8. ROOTS EXCURSION POSITIVE 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

9. ROOTS EXCURSION SITUATION TODAY Management of project handed over to GTB Childrens centre handed over to NCAC

10. ROOTS EXCURSION ONGOING ISSUES Independent travellers Tipping Craft vendors Community fund spending Hassle

11. ROOTS EXCURSION LESSONS 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

12. THE TRAVEL FOUNDATION QUESTIONS... JOIN OUR FORUM... The Travel Foundation Forum is the gateway to a range of FREE tools and resources to help you benefit from sustainable tourism Suzannah Newham Industry Programmes Officer suzannah.newham@thetravelfoundation.org.uk