Tourism, Modernisation and Cultural Loss at the Brikama Craft Market in The Gambia, Africa

Authors

DOI:

https://doi.org/10.25120/etropic.25.2.2026.4266

Keywords:

Tristes Tropiques, cultural commodification, craft heritage, tourism-driven modernisation, tourism ethnography, The Gambia, Tropical Africa

Abstract

Taking the Brikama Craft Market in The Gambia as its ethnographic field study, this paper examines a contemporary African manifestation of the “sad tropics” that Lévi-Strauss lamented: a once-authentic site of cultural production and sociality that is being rapidly altered by state-led modernisation and tourism-development initiatives. The recent relocation of the market to a purpose-built “modern” complex, intended to make it more attractive to international tourists, has paradoxically eroded its lived authenticity, displaced long-established artisans, and accelerated the commodification and standardisation of traditional crafts. Through this Gambian example, the study illustrates how the global tourism-modernity nexus continues to produce new “tristes tropiques” in the 21st century: spaces where economic “progress” and the tourist gaze jointly contribute to cultural loss, even as they promise development and visibility. The research, conducted through qualitative interviews with market stakeholders, uncovers a dual reality: infrastructural enhancements present possible economic advantages but also threaten to commodify cultural assets and marginalise traditional craftspeople. Modernisation theory was employed to evaluate these dynamics, emphasising the conflicts between advancement and conservation. The results emphasized the necessity of a culturally attuned approach to development. The Brikama Craft Market, notwithstanding its difficulties, persists as a vibrant repository of Gambian identity and creativity.

Author Biographies

Mutiu Ambali, University of The Gambia, The Gambia

Mutiu Kolawole Ambali is a prominent scholar and educator who specialises in tourism and hospitality management. Mutiu possesses a robust educational foundation, holding a Bachelor of Technology (BTech) in Agricultural Economics and Extension, a Master of Science (MSc) in Tourism and Development and a Ph.D. in Tourism and Development. He is presently a Lecturer II and Head of Unit, Tourism and Hospitality Management at the Department of Management Sciences, School of Business and Public Administration, University of The Gambia, where he plays a role in teaching, researching and supervising future tourism and hospitality management professionals. Mutiu possesses experience that integrates economics, culture and tourism. Thereby providing distinctive perspectives on tourism marketing, tourism planning and development, sustainable tourism, and economic advancement. Dedicated to research and education, he aims to advance creative ways that improve the tourism sector while promoting community engagement and environmental sustainability.

Matthias Akaniyene Francis, University of Ibadan, Nigeria

Matthias Akaniyene Francis is an academic and researcher with a Ph.D. in International Relations from Lead City extensive research experience, having volunteered as a Teaching/Research Assistant at the University of Ibadan's Centre for Sustainable Development, where he contributed to research, data collection, and student training. Matthias has also consulted on academic projects, providing workshops on research methodologies and data collection. His research interests include sustainable development, international tourism, and international relations, focusing on the intersection of global governance, development policies and international tourism. Matthias has earned certifications from prestigious institutions, including the Humanitarian Academy at Harvard, the United Nations Development Programme, and the United States Institute of Peace. These credentials enhance his ability to address global development challenges through an interdisciplinary lens, engaging in both academic and international discussions on sustainable development and tourism.

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Published

2026-04-11

How to Cite

Ambali, M., Francis, M. A. ., Sillah, S., & Ceesay, L. (2026). Tourism, Modernisation and Cultural Loss at the Brikama Craft Market in The Gambia, Africa. ETropic: Electronic Journal of Studies in the Tropics, 25(2), 260–282. https://doi.org/10.25120/etropic.25.2.2026.4266

Issue

Vol. 25 No. 2 (2026): Tourisms’ Tristes Tropiques: Cultural Landscapes

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