Hospitality’s true value is creating memories – Country Side Trips MD

By Jennifer Somuah

The Managing Partner of Country Side Trips Ghana, Fred Asante, has urged the hospitality industry to shift its focus from competition to collaboration.

Speaking on the Business Breakfast show on Zed 101.9 FM, Mr Asante said hospitality businesses should work together to leverage each other’s strengths and fill gaps.

He noted that by collaborating, different sectors within the industry can not only generate more revenue but also significantly enhance customer satisfaction. He emphasised that businesses, while aiming for profit, should also make a positive impact.

According to data, Ghana’s hospitality sector has seen significant growth in recent years, driven by tourism, business travel, and government initiatives. The industry’s direct contribution to GDP is projected to reach GHS 7,194 million by 2025.

International tourist arrivals are expected to reach 1.7 million, with tourism receipts projected at USD2.8 billion. The number of hotels is projected to rise from 2,723 in 2019 to 4,834 in 2025, with total rooms increasing from 55,932 to 89,289.

Domestic tourism is also a key contributor, with 6.6 million domestic trips expected in 2025, while online travel penetration is forecast to reach 20 per cent.

Mr Asante described hospitality as multifaceted, involving structural, relationship, and social dimensions. He argued that effective hospitality combines kindness with business goals.

While profit is necessary, the core objective is to create lasting positive memories for clients. He stressed that in pursuing profitability, businesses must not sacrifice the opportunity to make a meaningful impact, as deep, positive influence forms the foundation for lasting financial success.

“Hospitality is about providing comfort and excellent service geared towards creating memories and satisfaction. Even if you are looking for money, you must ensure clients leave happy,” Mr Asante said.

He further explained that the essence of business lies in identifying and addressing needs, which he defined as states of self-deprivation experienced by individuals or groups. Success, he stressed, requires shifting focus from selling to understanding and solving these underlying needs.