Arthur Haley created a book "Roots" which later became a famous television series about Kunta Kinte who discovered his roots in the Gambian village of Juffureh. James Island was also mentioned where the slaves were held captive before being loaded onto the slave ships.

This became the inspiration for the annual Roots Homecoming Festival which provides a focal centre for the millions of African Americans and Europeans longing to retrace the footsteps of their forefathers, or historians and study groups in search of an interesting and educational experience with the facts and facets of this highly important phase of human evolution. It remains a long term and developing project for The Ministry of Tourism and Culture, who have enjoyed seeing the attendance expand by five times in its short history without the backing of any major promoter.