Making domestic tourism romantic

Half the time, when you talk about domestic tourism, the average compatriot doesn’t really know what hymn you are singing or which sheet you are singing it from.

In the spirit of the month of love, let us take a fun, soft approach. The point at hand is that we can make our people’s participation in tourism a bit more attractive. But this must be strategised.

I always love it when PaJohn Dadson romanticises his domestic travel initiatives with tags such as ‘Wango Wango’, ‘A Highlander Affair’, ' A Fling in the Brong’, ' Savannah Safari’, etc.

That is the way to beat this drum. Other romantics, such as Jay Jay Segbefia’s BraveHearts and Adventure Junkies, have also put in their best. 

Some efforts are going on to promote domestic tourism. Now, if action is not deliberately rolled out to meet needs, the demand for domestic tourism services will still rise, but the satisfaction will drop.

I moved my family around during the recent holiday season and I prefer to keep the low points to myself. But they were really low.

The problem is that when these below-par experiences continue to happen, it would lead to mass discontent and even resentment.

I must say that at the awareness level, things are turning around. With the publication of a few more books about Ghana’s landscape and culture, some good points have been scored.

Social media also allows people’s experiences out there to be shared instantly and among wider groups. This awareness in itself is a resource as it leads to certain movements.

I remember Kafui Praise, a lady photographer friend of mine who had an assignment to cover a wedding up north. She mobilised extra money and managed to visit Mole Park before coming down to Accra.

I have people, fresh out of school, who come up to me and say I want to travel around Ghana and write about it. It’s such a hopeful thing to mentor them.

Then some do more. On their own, they pull resources and hit the road. If one of them owns a car, that becomes the means. Also popular these days are large group day-trips usually by students, church members or workplace staff. However, that is only an excursion. Another form is what the likes of Bentsifi do, which is closer to the business of organised tours by operators.
Ghana’s middle class keeps growing. As this happens, the taste for recreation and leisure increases. Members of this class are young enough, outgoing and want to venture out.
Critically, this has a direct bearing on hospitality and tourism. A key profile of these people is that they don’t have ‘money problems.’  What they want- and are ready to pay for- is how to de-stress.
The question is, how are our tourism agencies strategising for this market? I have been an observer of the scene long enough to know the trend about this domestic tourism hype. It started with Hawa Yakubu, God bless her soul. The first Minister of Tourism in President Kuffuor’s government clearly outlined domestic tourism as her focus.
Fine. The truth of the matter is that we have to create value for domestic leisure travel. To cite just one reality, one may have the wherewithal to travel across Ghana unless one doesn’t see the need.
There are issues, issues that one would not appreciate unless he or she moves around as a domestic tourist. Plus, many of our attractions are not attractive enough. (Oooh, this one must be said.
Please don’t get me wrong. As natural or cultural entities, they may be super. But for me to travel all the way and spend money to see just that? Sorry. We must add more. 
Plus, our attractions do not compete for visitors. Again, they are just there like the proverbial Domeabra - ‘if you like come, if you don’t like stay where you are.’ We are just getting out of the Valentine's fever, so let me just ask: how many of our attractions are attractive enough for a young man to choose as the venue to propose to his fiancée?
The first time I developed a news commentary script for the Ghana Broadcasting Corporation was on the subject of domestic tourism. It was February 2006. I was in Bolgatanga. Judith Ayikode, our secretary, went over the moon with screams. She had typed the piece. Hearing the work of her hands being read live on national radio sent her bonkers.
Over a calabash of pito inside the Manager's Quarters at Bukere, I heard my commentary being read again at 8 o’clock that evening. It was about how to turn Valentine's Day into loving our nation, our culture and our tourism attractions. That night, I didn’t know that pito could taste so sweet.
Not too long after, National Chocolate Day was introduced, and some observers believe that my proposal influenced that decision. I don’t know about.
All I know is that if we are too timid to make domestic tourism sexy, let us at least make it romantic.