The Gambia Tourism Board has officially appointed world-renowned kora virtuoso Sona Jobarteh as the international roaming ambassador for Destination Gambia.

The announcement was made during a ceremony held on Wednesday, 2 July, at Casa Africa Restaurant in Senegambia. The appointment is aimed at boosting The Gambia’s global tourism profile by leveraging Jobarteh’s international acclaim and cultural influence.

Abubacarr S. Camara, director general of the Gambia Tourism Board, described the event as a landmark moment for the country’s tourism industry.

“Sona Jobarteh is a cultural icon whose music is rooted in tradition and admired by audiences of all ages and backgrounds,” Camara said. “Her global presence will help us promote The Gambia across various segments, including cultural, diaspora, mixed, and domestic tourism.”

Batch Samba Fye, chairman of the GTBoard’s Governing Board, hailed the appointment as a timely and strategic move, applauding the Board for selecting an ambassador who embodies the spirit and identity of the nation.

In her acceptance speech, Sona Jobarteh expressed gratitude to the Ministry of Tourism, Arts and Culture, and the Tourism Board for entrusting her with the role.

“I’m honoured to represent my country in this capacity,” she said. “This is not just about promoting tourism—it’s about telling The Gambia’s story through its culture, music, and people.”

The initiative is expected to strengthen The Gambia’s brand on the international stage and attract a broader range of visitors by highlighting its rich cultural heritage.