The European Union's Deputy Head of Mission to The Gambia, Raphael Brigandi, has highlighted the significance of culture as both an identity marker and an economic engine. During Europe Day celebrations, Brigandi shared the stage with Gambian artists, underscoring the importance of culture in the country's development. He commended the Gambian government, particularly the Ministry of Tourism, Arts and Culture and the Ministry of Trade, Industry, Regional Integration and Employment, for their leadership in advancing the national process.
Brigandi described a workshop on creative industries policy, organised by the International Trade Centre (ITC) at a hotel in Kololi, as "a milestone" that will professionalize and formalize the cultural sector. The initiative, supported by the European Union through its Youth Empowerment Project, aims to offer artists greater protection while attracting investment. Brigandi noted that "one dalasi or one euro invested in culture yields three in return," highlighting the economic potential of cultural investment.
The country EU Deputy Head praised The Gambia's rich cultural heritage and vibrant artistic community, pointing to opportunities in music, fashion, performing arts, digital content, film, crafts, and design. He stressed that these sectors could drive economic diversification, provided there is an enabling environment with sound policies, access to finance, relevant skills, and protection of creative assets. Brigandi encouraged participants to share experiences openly to ensure the policy is both ambitious and realistic.
The workshop is designed to answer a critical question: "What would it take for a young Gambian artist or creator to build a career and a business?" Brigandi welcomed the establishment of a technical committee to ensure inclusivity and consultation in shaping the policy. He added that "a national policy will be stronger when it is shaped by those who will ultimately bring it to life."
Brigandi reaffirmed the EU's commitment to supporting The Gambia's creative economy. He stated that "the European Union remains a very committed partner of The Gambia and will continue working with the government, ITC, and all stakeholders to advance a dynamic, inclusive, and sustainable creative economy." The EU's support for the initiative is part of its broader efforts to promote economic development and youth empowerment in The Gambia.
The creative industries policy initiative is expected to have a positive impact on The Gambia's economy, particularly in the tourism sector. Brigandi noted that culture has a multiplier effect in tourism-driven economies, where visitors drawn by cultural offerings also spend on hotels, restaurants, transport, and services. This, he said, can lead to increased economic activity and job creation.
The European Union's support for The Gambia's creative economy is part of a broader effort to promote sustainable development in the country. By investing in the cultural sector, the EU aims to help The Gambia diversify its economy and create new opportunities for young people. The initiative is also expected to promote cultural preservation and exchange between The Gambia and European countries.
Key points
- The European Union is supporting the creative industries policy initiative through its Youth Empowerment Project, implemented with the International Trade Centre (ITC).
- The initiative aims to professionalize and formalize the cultural sector, offering artists greater protection and attracting investment.
- Culture has a multiplier effect in tourism-driven economies, where visitors drawn by cultural offerings also spend on hotels, restaurants, transport, and services.
