Photo Office Officials At The event
By Ramatoulie Jawo
In celebration of The Gambia’s rich cultural heritage and natural beauty, Africell Gambia Ltd on Saturday premiered a new documentary series titled “A Week in The Gambia” in collaboration with renowned travel content creator Pelumi Nubi. The premiere took place at a local hotel in Kololi.
Pelumi Nubi, one of Africa’s most inspiring solo female travelers, recently made global headlines for her solo road trip from London to Lagos. As part of Africell’s 25th-anniversary celebrations, she spent a week in The Gambia capturing the country’s vibrant culture, stunning landscapes, and warm hospitality.
The five-part documentary showcases Pelumi’s journey across the country—from the bustling markets and serene coastline to historic landmarks and interactions with local personalities including fishermen, artists, designers, chiefs, entrepreneurs, and everyday heroes who embody the spirit of The Gambia.
Africell stated that the project aims to promote The Gambia as a prime travel destination while inspiring both local and international audiences to appreciate the uniqueness of the country.
Speaking at the event, Africell Gambia’s CEO, Hussein Diab Ghanem, said that while Pelumi’s transcontinental journey drew international attention, her time in The Gambia captured something even more powerful.
“Why this project matters? This sires is part of larger initiatives marking Africell’s 25th anniversary a milestone we are celebrating across all our markets with both creative and deeply local storytelling,”he said.
He explained that A Week in The Gambia offers a unique and heartfelt journey—one that is intimate, joyful, and deeply personal. It invites the world to experience The Gambia not through statistics or headlines, but through the warmth of its people and the richness of their everyday lives.
He emphasized that the series is both a celebration of identity and a reflection of core values: innovation, inclusion, storytelling, and, above all, a proud and bold African identity.
“We are proud to share to share this to the world, but especially with you right here home, when you are about to see Pelumi brings us through the real people behind the post arts, she meets inspiring individuals in every corner of the country and in doing so she remains us that the Gambia is not just a destination, but is a story waiting to be told we are particularly excited this project includes international icons,”he said..
He added that at Africell, the core belief has always been about connection—not only connecting people through mobile services, but also connecting stories with audiences, businesses with customers, and communities with opportunities.
The Minister of Tourism, Arts and Culture, Hon. Abdoulie Jobe, expressed his gratitude to Africell for the initiative and their continued commitment to promoting The Gambia’s image and cultural heritage on the global stage.
He described the series as highly significant, highlighting it as a meaningful collaboration between Africell and his ministry.
“A partnership that exemplifies the power of private sector collaboration , involvement and promoting our national tourism.We are proud because this is add on to what we are supposed to do as a ministry because this will help us to be able to promote the destination better so you have come to our aid and we thank you for that ,”he said.
Hon. Jobe further noted that the Ministry has already developed a new marketing and branding strategy for The Gambia, with a key focus on leveraging influential voices to help promote the country as a premier travel destination.
Hassoum Ceesay, Director of the National Centre for Arts and Culture, acknowledged Africell’s significant contribution to the cultural sector, highlighting the company’s consistent support for festivals and its ongoing efforts to promote arts and culture throughout The Gambia.
“I want to take this opportunity to thank africell Gambia on behalf of Gambian’s artists and to tell you that you are doing very well in supporting the sector,” he said.
The five-episode documentary series follows Pelumi as she explores a variety of destinations across The Gambia. Her journey takes her to places like Gunjur, the famous crocodile pool in Bakau, and the scenic Fajara Beach. She also visits the River Gambia and meets iconic figures such as the legendary kora maestro Jaliba Kuyateh, all while immersing herself in the country’s rich culture and vibrant daily life.