By Hafsa Obeng, GNA
Accra, Sept. 27, GNA – Mrs. Alisa Osei-Asamoah, Chief Executive Officer, Riali Consult and immediate past President of the Tour Operators Union of Ghana (TOUGHA), has called on Ghana and countries on the wider African continent to take a leading role in reshaping global tourism into a sustainable, inclusive and transformative force.
In a statement to commemorate the World Tourism Day 2025, which is being celebrated under the global theme “Tourism and Sustainable Transformation”, Mrs. Osei-Asamoah said the theme resonated deeply with the realities and aspirations of Ghana and Africa.
“This is not just a thematic celebration, but a call to action, an invitation to rethink, redesign and rebuild a tourism industry that is environmentally responsible, economically inclusive, and socially empowering,” she said.
Reflecting on the COVID-19 pandemic’s impact on Ghana’s tourism sector, she noted that the crisis exposed the sector’s vulnerabilities, but also presented an opportunity for lasting transformation.
“Recovery must go beyond bouncing back, it must be transformative. This means prioritizing tourism models that emphasize value over volume,” she said.
She emphasized the untapped potential of Ghana’s natural attractions, such as the Wli Waterfalls, Kakum National Park, Lake Bosomtwe, and the Nzulezu stilt village, as key assets for eco-tourism development.
However, she warned that these assets could only deliver long-term benefits if supported by strong conservation efforts, sustainable practices, and meaningful community engagement.
Drawing lessons from Rwanda’s successful high-value, low-impact model centered around gorilla conservation, Mrs. Osei-Asamoah advocated for Ghana to adopt similar strategies that benefitted both the environment and local communities.
She said communities played a central role in tourism transformation, saying “tourism must serve the people whose lives, cultures, and environments are at the heart of what we market to the world.”
She said Ghana had a vibrant cultural calendar, including Fetu, Homowo, Hogbetsotso, PANAFEST, and the Chale Wote Street Art Festival, as powerful tourism drivers that offered both cultural insight and economic opportunity.
“However, authorities must go beyond the surface by investing in district-level tourism planning, hospitality training, and digital marketing skills, especially in rural areas.”
Addressing one of the structural challenges in Africa’s tourism sector, she decried the dominance of foreign-owned companies in tourism value chains and called for policies that promoted local participation.
“Encouraging hotels and restaurants to source food, textiles and decor locally is a critical step. We must also promote Made-in-Ghana products through digital platforms and airport retail spaces to unlock new markets for local artisans.”
Mrs Osei Asamoah called for the development of regional tourism circuits that connected Ghana’s diverse landscapes, coastal, savannah, and heritage sites, to spread the economic benefits beyond Accra and Kumasi.
At the continental level, she described the African Continental Free Trade Area (AfCFTA) as a powerful tool to drive intra-African tourism through simplified visa regimes, harmonized standards, and cross-border infrastructure investments.
“Sustainable transformation also demands a deliberate focus on innovation and skills development and stakeholders must invest in eco-certification, tourism innovation hubs, and mentorship programmes to bridge generational gaps in the industry.
Mrs. Osei-Asamoah praised the rise of technology in tourism, citing platforms like the Ghana Tourism Marketplace and Google’s Heritage on the Edge as examples of how digital tools can preserve culture and improve accessibility.
But beyond governments and industry leaders, she stressed the role of individuals in shaping a sustainable tourism future.
“Every Ghanaian and African has a part to play. As travelers, we must make choices that reflect our commitment to sustainability. As citizens, we must hold our leaders accountable for tourism policies that prioritize people, planet, and progress.”
“World Tourism Day 2025 is a reminder that the future of global tourism will not be written in Europe, Asia or the Americas alone. It will be shaped here in Africa. Ghana is ready. Africa is ready. Let us rise to the moment, not only to transform tourism but to let tourism transform us, our communities and our collective future,” she added.
GNA
Edited by Christian Akorlie