What It's Like To ... Be A Travel Creator from The Gambia

Gano's journey into travel vlogging was borne out of curiosity and an unexpected diversion. Driven by a need to uncover what makes successful people successful, Gano went on a journey to speak with them in person but found himself led towards the study of everyday life across Africa. In his videos, which average 50,000 views from 102,000 subscribers, Gano has traveled to Nigeria, where he learned about the entrepreneurial spirit of the people, and spent time in Mauritania, where he explored the unique cultural differences. He has tried to survive on a tight budget in Senegal, where his experience highlighted the growing wealth disparity and the country's rich culture.

What makes Gano's videos interesting is that they subvert the notions of travel vlogging. His vlogs are not glossy or escapist. He doesn't go on safaris or lounge at expensive hotels. He eats at the local food stores and sleeps at affordable spaces where the locals themselves live. Not in a poverty-porn format, but with a moving curiosity and a willingness to connect to other people's humanness, all while infusing his perspective as a Gambian.

Listen to Ibrahim Gano here

Ibrahim Gano talks about how difficult it was to find stories about entrepreneurs from The Gambia so he decided to find and share them.

Below, Gano talks, in edited excerpts, about what it's like to be one of The Gambia's few prominent digital creators, his creative process, the promise in the Gambian creative scene, and his vision for the future.

Ibrahim Gano: Before I started creating content, I had always been interested in business and how people make money. So, when I started YouTube, I was simply researching entrepreneurs and making videos about them. After a while, I decided to take it further by interviewing some of these entrepreneurs directly to learn more about their stories. Because there's only so much you can know with research alone. But if you hear from the horse's mouth, you will likely get good information; that way, you can inspire others.

Another motivation for me was that back then, when you searched for entrepreneurs on YouTube, all you'd see were business people from Europe or America. Still, people needed to see entrepreneurs from our part of the continent, especially from The Gambia. That way, they are inspired by people with whom they share the same stories and circumstances. If you hear their stories and how they make it, it's easier to be inspired than by someone in the United States.

I did that in my country for a while before things started to feel repetitive. So, I decided to travel outside The Gambia and connect with other entrepreneurs. During these travels, I found myself drawn to travel stories. There is always something new to discover while traveling. In business videos, the stories may vary, but the lessons often remain the same. However, when you travel, you never know what to expect. As someone who enjoys adventure, I find the unpredictability of travel to be truly exciting.

Listen to Ibrahim Gano here

Despite being a small country with an even smaller creative community, Gano believes the creative scene in The Gambia is fast rising.

I like to think of myself as a traveler learning about a continent I want to change one day and less of a content creator. The purpose is not just to create content but to go and learn and experience my continent and then share some of the things I've learned.

I usually travel as an everyday person (without the typical luxuries of travel vlogging) because that's not how I live in my daily life. Even when I'm with my friends, I don't gravitate toward fancy places. Even if I had the money, I find myself drawn to the mundane aspects of life, which I show in my videos. People often believe traveling requires a lot of money, but you can easily explore on a budget. You can experience different places and cultures just by living the same way you do in your own country. You can travel to experience people's everyday lives in other parts of the continent, and it is beautiful to see. That's where all the real stories are.

Regarding the creative scene in Gambia, it is a small market. You hardly hear about us anywhere, considering our population is only three million, while Lagos alone has 20 million people. However, the creative scene is beginning to grow. We now have young creatives emerging who are making short films and engaging in photography. As I travel around West Africa, particularly in countries like Ghana and Nigeria, I realize we still have a long way to go. Nevertheless, from Gambia's standpoint, we are doing impressively well, especially with the nascent film industry that is starting to develop.

My creative process takes time. Each video takes me a month to complete because I'm a perfectionist. I like to tell good stories and continuously improve my work. The experience of starting with a blank slate, carefully crafting something until it's finished, and then sharing it with others who appreciate it brings me a sense of fulfillment.

For instance, when I started sharing stories about entrepreneurs in Gambia, I received feedback from young entrepreneurs who said, "I started this business because of you." I also heard from members of the African diaspora who mentioned that they invested back home in Gambia because of my videos. This realization reminds me that I'm contributing to the Gambian economy in my own way.

Listen to Ibrahim Gano here

Gano talks about leaning into travel content for the unpredictability and sense of adventure that it provided.

I am all about promoting the continent, but the challenge is that traveling across Africa is a nightmare. Issues related to immigration, security, and law enforcement can be frustrating. During my travels with some Europeans, I noticed how much easier it was for them to move around while we, as locals, faced significant obstacles. Additionally, I am currently dealing with the issue of using our local currency, which often means traveling around the continent with U.S. dollars.

When it comes to planning, I'm not much of a planner. I prefer to go with the flow and experience things as they come. While this approach isn't ideal for traveling—often leading to setbacks—I still find it rewarding. For instance, my first trip was to Senegal, and then I traveled to Nigeria. I just embraced the spontaneity of going to Lagos without a clear idea of what to expect.

I want the young people to see that it is possible. As the first person from Gambia they encounter, I want them to think beyond our borders, to create something unique from Gambia, and to share it with the world. I aim to bring back the experiences I've gained from around the globe to Gambia, especially in the creative sectors of filmmaking, production, and media. For now, my goal is to continue traveling and learning.