By Hafsa Obeng, GNA
Accra, Nov. 3, GNA – Madam Shamima Muslim, Deputy Presidential Spokesperson, has urged tour operators in Ghana to embrace professionalism and Artificial Intelligence (AI), for the sustainable growth of the tourism industry.
She said it was important for them to intensify domestic tourism promotion to drive sustainable growth and strengthen the country’s competitiveness as a tourism destination.
Madam Muslim made this observation when she delivered a message on behalf of the Chief of Staff, Dr Julius Debrah, at the Annual General Meeting (AGM) of the Tour Operators Union of Ghana (TOUGHA) in Accra.
The AGM was on the theme: “Transforming tour operations for sustainable growth: Professionalism, domestic tourism and Artificial Intelligence.”
She said operators and tour guides played a critical role in shaping visitors’ experiences and perceptions of Ghana.
Madam Muslim said positive visitor experiences created lasting memories and encouraged repeat visits, making tour operators important ambassadors of the country.
She said Ghana’s rich heritage, Pan-African history, political stability, cultural resources and creative industry offered significant opportunities for attracting more visitors.
She urged tour operators to incorporate those national assets into their marketing and storytelling to strengthen Ghana’s international tourism appeal.
She cited the slave forts and castles, traditional crafts, natural attractions and cultural practices as important tourism resources requiring effective interpretation and promotion.
“Heritage is not an object. Heritage is a story. It is a continuous act,” she said, adding that tour operators were primary interpreters of Ghana’s national story.
Madam Muslim also highlighted the government’s commitment to developing tourism infrastructure, including the Accra Marine Drive project and the proposed transformation of Osu Castle and its surroundings into a major tourism destination.
She said the Osu Castle Project would include pedestrian areas, arts and crafts market and a jewellery and gold market.
She further assured operators affected by the recent demolitions at Labadi Beach that the Office of the Chief of Staff would engage the Ministry of Tourism, Culture and Creative Arts and the Ghana Tourism Authority (GTA) to secure interim operational spaces for them.
Mr Ben Anane Nsiah, the Deputy Chief Executive Officer of the GTA in Charge of General Services, called for a review of visa requirements and charges to make Ghana more competitive.
He cited concerns over the requirement for visitors to provide three-month bank statements and the relatively high visa fees compared with other African destinations, including Senegal and Kenya.
He said the additional costs could discourage price-sensitive travellers from choosing Ghana, particularly when competing destinations offered more affordable options.
Mr Nsiah said the concerns had been escalated through the appropriate government processes for consideration and urged industry players to continue providing feedback.
Madam Yvonne Donkor, the President of TOUGHA, said professionalism must remain central to tour operations, with members upholding high standards of service delivery, ethical conduct, safety and customer satisfaction.
She said promoting domestic tourism would create business opportunities, support local communities, generate employment and build a more resilient tourism sector.
On artificial intelligence, Madam Donkor said the technology offered opportunities to improve customer service, personalise travel experiences and enhance marketing, bookings and business operations.
She, however, urged members to embrace technological advancement without losing the human connection and personal touch that defined tourism.
Madam Donkor said the AGM provided an opportunity for members to assess their achievements, address challenges, strengthen collaboration and agree on practical strategies for the industry’s growth.
She noted that the previous year marked 25 years since the establishment of the Union, describing the milestone as a testament to members’ collective efforts in building an organisation that continued to play an important role in Ghana’s tourism and travel industry.
GNA
Edited by Benjamin Mensah
Reporter: Hafsa Obeng
Reporter’s email address: [email protected]