Ghana should create, offer and emphasise unique experiences to tourists

“Rethinking Tourism” experience

Nana Kwasi Gyan-Apenteng Life Jun - 12 - 2023 , 14:28

For two days, at the beginning of this week, the great and the good in Ghana’s tourism landscape gathered at the Peduase Presidential Lodge at Aburi in the Eastern Region.

It was the first-ever Presidential summit on tourism, and one has to congratulate the organisers – the Ghana Tourism Authority and its sector Ministry, the Ministry of Tourism, Creative Arts and Culture, for a splendid event.

To achieve a glitch-free event in Ghana must count as a little miracle, except that in this case, hard work and good planning must be the explanation for the success.

The theme of the event was “Rethinking Tourism for Economic Growth and Job Creation”, and as the name suggests, this meeting was convened under the patronage of President Nana Akufo-Addo, who, to the surprise of many, sat through the entire first session of the meeting, which was the bigger part of a whole working day, after delivering a succinct opening address.

What was unique and truly presidential about this meeting was the sheer depth of representation and range of topics at the event. Naturally, the entire parade of public agencies under the Ministry of Tourism had strong representation, often led by the top honcho.

These included the National Commission on Culture, the National Theatre, the Folklore Authority, and of course, the Ghana Tourism Authority, among others. Other agencies such as the Ghana Immigration Service and academic institutions were represented.

From the private sector were travel agencies, airlines, hoteliers, restaurateurs, chefs, tour guides, representatives of Diaspora organisations, event organisers, artists and artistes, travel writers, bloggers and journalists.

Traditional authorities had a representation led by Otoobuor Djan Kwasi II, Aburihene and Adontenhene of Akuapem. The international community was present in the shape of embassies, international organisations, multilateral agencies and non-governmental organizations (NGOs)

Addressing the forum, the President called on the tourism industry in Ghana to shoot for the skies and make Ghana a world-class tourist destination.

He set the scene by reminding the audience and the nation about the need for a stable and democratic environment as a precondition for the growth of the tourism sector.

He urged the participants to engage in critical thinking about the issues that impact tourism in order to double the number of tourists visiting Ghana from abroad.

President Akufo-Addo told the meeting that the best way forward was for the industry to focus on the 4 “Ps” - preservation, promotion, policy leadership and partnership. He tasked the Ministry of Tourism to work to achieve the target of two million international arrivals by 2025, which will result in earnings of four billion dollars.

The Minister of Tourism, Arts and Culture, Dr Ibrahim Mohammed Awal, described by various speakers as “an action man”, sounded upbeat about the prospects of tourism in the country. He explained that the tourism industry has started showing signs of growth after the downward impact of COVID-19 affected it negatively.

The Country Director of the World Bank, Pierre Laporte, said the World Bank has supported Ghana’s tourism sector with 40 million dollars, and commended the government for taking bold initiatives to deal with the current economic challenges.

The topics discussed included: Using Tourism to Jumpstart the Economy; Easing the Business Environment for Tourism Growth; Tech and Data-Driven Growth in Tourism; Harnessing Cultural Assets for Inclusive Tourism Growth; Building Synergy: Tourism Arts & Culture; Role of the Creative Sector in Economic Growth and Diaspora Dividend for Economic Growth

In an exclusive interview, Mr Akwasi Agyeman, the CEO of the Ghana Tourism Authority, said that the vision and aspirations of the Ghana Tourism Authority are to make Ghana the destination of choice for travellers “seeking authentic experiences”.

He added that Ghana has, in the last few years, witnessed the potential of tourism in driving economic growth, create jobs and foster sustainable development. “However, to fully capitalise on this potential, we must constantly adapt, innovate and rethink our approach to tourism”, he added.

Mr Agyeman noted that one of the most important initiatives in recent years that exemplifies this spirit of rethinking is the “Year of Return”, which invited the African diaspora to “return and reconnect with their roots.

This ground-breaking initiative did not only bring thousands of visitors to our shores but also ignited a renewed sense of pride and unity among the African Diaspora”.

The summit was adjudged a success by organisers and participants, but the consensus was that what mattered would be the follow-up action. In the next instalment, your column will look at some of the issues arising from the forum.

The recent two-day Presidential Summit on Tourism was not only the first of its kind but also the most far-reaching endeavour of its kind in the tourism sector.

Not only was the list of speakers and panellists impressive, but the range of subjects also covered the most comprehensive sweep of the terrain.

The President, the Chief of Staff at the Presidency, the Minister of Tourism, Creative Arts and Culture and other government officials provided the necessary political will, both to support the event and also to provide hope that this would be more than a talking shop or a flash in the pan.

In no particular order, this article flags some of the issues that were discussed and the perspectives raised on them.

To kick matters off, there was a list of suggestions about our options in the very bright promise of tourism as a money-maker, creator of jobs and the saviour of communities.

Here are some of the ideas that were canvassed about how Ghana might approach its tourism future:

Develop tourism infrastructure: Ghana should invest in developing its tourism infrastructure such as airports, roads, hotels and other facilities that can attract tourists.
Promote the country: Ghana ought to have a master plan to promote itself through various marketing channels such as social media, travel blogs and websites, to attract tourists.
Offer unique experiences: Ghana should create, offer and emphasise unique experiences to tourists such as cultural festivals, adventure sports and local cuisine, which can attract more visitors.
Simplify visa procedures: The country ought to simplify its visa procedures to make it easier for tourists to visit and stay in the country.
Ensure safety and security: A country that wants to double its inflow of external tourists as well as encourage domestic tourism must ensure the safety and security of tourists by implementing measures such as increased police presence, surveillance cameras and emergency response systems.
Develop sustainable tourism: without outstanding geographical marvels, Ghana should develop sustainable tourism practices that promote environmental conservation and social responsibility, which can attract eco-tourists and socially conscious travellers.

With respect to sustainable tourism, several ideas were canvassed, including the following:

Developing domestic tourism: Ghanaians must be encouraged to travel and enjoy all parts of our country. That is the basis of tourism. When we like what we experience, we can sell that experience to others.
Encouraging eco-tourism: Ghana should encourage the eco-tourism trend by offering more activities that are environmentally friendly, such as hiking, bird watching, and wildlife safaris.
Supporting local communities: Ghana should support local communities by promoting their cultural heritage, providing training and employment opportunities, and ensuring that tourism benefits are shared equitably.
Protecting natural resources: the country ought to protect its natural resources by implementing sustainable practices such as reducing waste, conserving water, and minimising energy consumption.
Promoting responsible tourism: Ghana should promote responsible tourism by encouraging tourists to respect local customs and traditions, minimise their impact on the environment, and support local businesses.
Developing sustainable tourism policies: To anchor the above strategies, the country needs to develop policies that promote sustainable tourism practices, such as regulating the number of visitors to protected areas, enforcing environmental standards, and promoting sustainable transportation options. Overall, developing sustainable tourism practices can help the country attract environmentally conscious travellers, protect its natural resources and support local communities.

Bubbling near the surface, but in a nontoxic interface, for once, was the perennial tension between the domains of culture and tourism.

The two are like siblings locked in a complicated relationship from which neither can leave because they are bound together by ties that cannot sever.

Of course, culture and tourism are closely related, as tourism often involves the exploration and experience of different cultures. In a country such as ours, which lacks magnificent geographical marvels, many people travel here to learn about our history, local culture, customs, traditions and lifestyle.

Indeed, cultural tourism is a popular form of tourism, where visitors engage in activities such as visiting museums, attending festivals, trying local cuisine and exploring historical sites.

In turn, tourism can also have an impact on culture by promoting cultural exchange, preserving cultural heritage and contributing to the economy of a region. Therefore, culture and tourism have a reciprocal relationship, where one can influence the other.

However, there was a feeling within the cultural domain that tourism has been prioritised over its activities and contribution.

This will be addressed in the next and final part of this discussion.

Aligned with the broader issue of culture is the more specific question of the place of the creative arts in the tourism setting. The following are points that emerged in different ways on that subject:

Increase funding: The Ghanaian government should allocate more funds to support the creative arts industry. This can be done through grants, subsidies and tax incentives.
Build infrastructure: Ghana should encourage the building of more cultural centres, theatres and art galleries to showcase and promote the work of artists in the country.
Promote education: Ghana should invest more in arts education to help young people develop their creative skills. This can be done by offering scholarships, workshops and training programmes.
Encourage collaboration: Ghana should encourage collaboration between artists and other industries, such as technology and fashion, to create new and innovative works.
Protect intellectual property: Ghana can strengthen laws to protect the intellectual property of artists and creators. This will help to ensure that they are properly compensated for their work and encourage more investment in the industry.

In today’s world, technology can play a significant role in improving tourism in Ghana in several ways, and these were canvassed and addressed at Peduase. Some of the highlights include the following:

Online booking platforms: Technology can provide online booking platforms that allow tourists to book flights, hotels, and other travel services in Ghana. Technology must be deployed in issuing visas and other official travel requirements. This will make it easier for tourists to plan their trip and make reservations from the comfort of their homes.
Mobile apps: Mobile apps can be developed to provide tourists with information about tourist attractions, local events and other useful information about Ghana. This will help tourists to navigate the country easily and discover new places to visit.
Social media: Social media can be used to promote Ghana's tourist attractions and destinations to a global audience. By creating engaging content and sharing it on social media platforms, Ghana can attract more tourists and increase its visibility in the global tourism market.
Online payment systems: Technology can provide online payment systems that allow tourists to pay for travel services in Ghana easily and securely. This will help to reduce the risks associated with carrying cash and make it easier for tourists to pay for services.

Underlying all these ideas is the question of finance, investment and the environment that will promote tourism. In the third and final part of this article, we will explore these and other ideas.

kgapenteng@gmail.com

“Rethinking Tourism” experience

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