Minister urges hospitality industry to improve services for tourism growth
The Minister of Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, has urged the hospitality industry to improve services and facilities to provide memorable experiences for patrons, saying this will help Ghana become the preferred tourism destination.
Speaking at a symposium in Cape Coast last Thursday to mark the 50th anniversary of the Ghana Hotels Association (GHA), Ms Gomashie emphasised that the hospitality sector is the backbone of Ghana’s tourism, contributing GHS4.8 billion to the economy last year.
She said that with a deliberate focus on excellence, the sector could achieve even greater economic success.
She called on the Ghana Hotels Association to encourage industry players to attract more patronage, boosting economic gains for both themselves and the country.
The symposium, dubbed “50 years of advocacy, perseverance and impacting Ghana’s tourism and hospitality industry,” brought together stakeholders to promote achievements and enhance efficiency in the sector.
Ms Gomashie urged the association to help weed out hotels that look appealing online but fail to deliver in reality. “You must help us to weed out hotels with beautiful pictures on the Internet, but nothing to show in reality. Our collective image as a country must be protected,” she said.
While acknowledging significant success in placing Ghana on the international tourism stage, the Minister stressed that much still needed to be done to improve services and experiences for patrons. She expressed concern that many hospitality facilities are taking patrons for granted by failing to provide optimal services.
Ms Gomashie encouraged the sector to integrate the unique characteristics of Ghana’s regions and cultures, including food, dance and other distinct experiences, to make tourism more attractive. She also called on hotels to patronise local goods and services and connect with the arts industry, highlighting the economic and cultural benefits of such partnerships.
“If I am in your hotel room, what shows I am in Ghana? There has to be something that is different,” she said.
The Minister also stressed the need to invest in employee training. “Your employee should not bring me Pepsi when I ask for Coca-Cola. She shouldn’t bring me pito when I ask for asaana,” she stated.
She commended the Ghana Hotels Association for advocating higher standards, unity and professionalism, even through global recessions, policy reforms and the pandemic, and for positioning Ghana on the international map.
Ms Gomashie reiterated that the government is committed to working with the private sector to build a competitive and resilient tourism and hospitality industry. She said the national tourism and culture policies are being reviewed to meet international standards, and urged industry players to maintain cleanliness and safeguard water bodies.
“We envision a future when every hotel in Ghana tells a story; a beautiful and unique story not just of comfort or class, but of sustainability, culture and creativity,” she said.
Dr Edward Ackah Nyamike, President of the Ghana Hotels Association, called for the establishment of a tourism school to train hospitality staff annually, the transparent use of the Tourism Development Fund, and membership of all hotels in an association to ensure regulation of the sector.
Maame Efua Houadjeto, Chief Executive Officer of the Ghana Tourism Authority, pledged to work with the association to make Ghana the preferred tourism destination. Other speakers urged conscious efforts to make the industry profitable and to position it as a business rather than mere entertainment.
