MOTAC, GTA move to promote tourism

By Isaac AIDOO, Accra

IN a vibrant display of national pride and economic ambition, the Ministry of Tourism, Arts and Culture (MOTAC) and the Ghana Tourism Authority (GTA) have officially inaugurated Tourism Month alongside the United Nations World Tourism Day celebrations. This dual initiative aims to elevate Ghana’s status as a premier travel destination while fostering national unity and economic growth.

Deputy Minister of Tourism, Arts and Culture, Mark Okraku Mantey, emphasized the significance of Tourism Month during the launch event. “The launch of Tourism Month was a call to action, encouraging all Ghanaians to explore and experience the beauty and wonder of our great nation, from the majestic mountains to the pristine beaches, from the vibrant festivals to the mouth-watering cuisine,” Mantey stated, adding that “September has been designated as Tourism Month to promote the patronage of prominent festivals, events, tourist sites, and attractions across the country”.

Under the auspices of MOTAC, the GTA has outlined several key objectives for Tourism Month:

            •          Creating Awareness and Enthusiasm: Showcasing Ghanaian culture through festivals that highlight the nation’s “Ghanaianess.”

            •          Promoting Local Goods and Services: Boosting the creative arts industry by promoting “Made in Ghana” products.

            •          Showcasing Natural and Economic Assets: Highlighting the unique natural features and economic strengths of various districts and regions to attract investment.

            •          Fostering National Cohesion: Encouraging unity among citizens through shared cultural experiences.

            •          Enhancing Sector Focus: Providing a concentrated spotlight on the importance of tourism and the domestic tourism drive.

Deputy Chief Executive Officer of the GTA, Mr. Anane Nsiah, elaborated on the strategic focus for September. “September is designated as Tourism Month from the 1st to the 30th, culminating with World Tourism Day on September 27,” he explained.

“Every year, the UN outlines a theme for World Tourism Day, and we organize national and regional activities around this theme to align with global tourism objectives,” he stressed.

Mr. Nsiah also highlighted the role of traditional festivals in driving tourism. “September hosts major traditional festivals like Afashe, Asogli, and Kobini. These festivals are major activities that draw people out of Accra and promote domestic tourism.

“We partner with planning committees and traditional authorities to package these events as domestic tourism activities, enabling tour operators to offer comprehensive cultural experiences”.

He also stressed the importance of building a robust domestic tourism sector. “Tourism would not be sustainable if the domestic tourism component is not strong. While we are attracting international visitors, it is equally important to build domestic interest and encourage Ghanaians to travel within the country. We need to consistently build different themes so that for every period, there’s something that focuses attention on Ghana”.

Deputy Minister Mantey further outlined the alignment of the Tourism Month with the global theme of this year’s World Tourism Day, ‘Tourism and Peace’. “Tourism and peace go hand in hand, as tourism fosters global understanding and tolerance, which are essential for maintaining peace. This theme resonates with our national goals, especially as we aim for a peaceful election year,” he remarked.

The GTA’s initiatives also include comprehensive marketing campaigns such as ‘Experience Ghana, Share Ghana’ and ‘See Ghana, Eat Ghana, Wear Ghana, and Feel Ghana’. These campaigns are designed to encapsulate the diverse experiences Ghana offers, attracting both domestic and international tourists.

Mr. Nsiah addressed the post-COVID recovery of the tourism sector, noting, “Tourism has done relatively well and recovered quickly from COVID. However, with a population of over 30 million, our domestic tourism numbers must rise considerably. It’s not just about disposable income; it’s also about awareness. People need to be informed and encouraged to travel within Ghana”.

He emphasized the need for year-round tourism campaigns to maintain momentum beyond September. “We need to create specific campaigns that will ensure year-long tourism attention and focus, much like we have for September,” Mr. Nsiah stated. “For example, April has Easter activities in Kwahu, and July has school holiday events. These campaigns ensure year-long tourism attention and focus.”

Deputy Minister Mantey concluded by highlighting the broader economic and social benefits of the initiatives. “Together, these initiatives will showcase the best of Ghana, welcome visitors with open arms, and make tourism a driving force for national development and peace”. As Ghana embarks on this dual celebration of Tourism Month and World Tourism Day, the combined efforts of MOTAC and GTA aim to position the country as a leading tourism destination in West Africa. By leveraging cultural festivals, natural attractions, and strategic marketing campaigns, Ghana seeks to boost its tourism sector, drive economic growth, create jobs, and foster national cohesion and peace.