By Hafsa Obeng, GNA
Accra, Nov. 03, GNA – The Tour Operators Union of Ghana (TOUGHA) has been urged to play a leading role in transforming the country’s tourism industry by prioritising domestic tourism, professionalism and the adoption of artificial intelligence (AI).
Professor Kwaku Adutwum Ayim Boakye, Vice-Chancellor of Cape Coast Technical University, who made the call, said Ghana’s tourism industry required a renewed focus on domestic tourism in view of the relatively slow growth in international tourist arrivals.
He said while inbound tourism appeared to be approaching stagnation, domestic tourism had recorded significant growth, driven by an expanding middle class, changing family values and increased private investment in tourism sites.
Citing data from the Ghana Statistical Service, Prof Boakye said about 15 million domestic trips were undertaken in 2023, generating an estimated GH¢6.6 billion in expenditure.
He was speaking at the Annual General Meeting (AGM) of TOUGHA in Accra on the theme: “Transforming Tour Operations for Sustainable Growth: Professionalism, Domestic Tourism and Artificial Intelligence.”
Prof Boakye described tour operators as critical players in the tourism value chain, noting that their role in packaging and marketing tourism products positioned them to drive the next phase of Ghana’s tourism development.
He urged the Union to strengthen its institutional capacity through research, professional standards, certification, and continuous staff development.
Prof Boakye also encouraged the association to make membership more attractive by providing tangible benefits to members and issuing periodic, evidence-based reports on the state of tourist sites to help influence policy decisions.
On AI, he said the technology offered opportunities to improve product packaging, marketing, customer communication and operational efficiency, but cautioned operators against becoming overly dependent on digital systems.
He advised tourism businesses to retain some manual operational processes to safeguard sensitive information and guard against possible cyberattacks.
Dr Geoffrey Deladem Tamakloe, Director of Tourism at the Ministry of Tourism, Culture and Creative Arts, said tour operators were indispensable partners in the Government’s efforts to transform tourism into a major contributor to economic growth.
He said the sector had enormous potential to generate employment, attract foreign exchange, promote investment and stimulate local economies.
Dr Tamakloe encouraged TOUGHA members to leverage the Government’s Black Star Experience initiative to develop innovative tourism packages around festivals, historical attractions, creative industries and community-based experiences.
He said Ghana needed to move beyond the concentration of tourism activities in Accra, Cape Coast and a few established destinations by promoting attractions across all 16 regions.
Dr Tamakloe, who delivered a message on behalf of the Minister of Tourism, Culture and Creative Arts, Madam Abla Dzifa Gomashie, also identified the high cost of accommodation, transportation, food and access to attractions as challenges affecting Ghana’s competitiveness as a tourism destination.
He urged the Union to promote affordable domestic tourism products, strengthen professional standards, diversify tourism offerings, and embrace digital transformation and AI.
Ms Yvonne Donkor, President of TOUGHA, said the AGM provided an opportunity for members to assess achievements, address challenges and develop strategies to strengthen the association.
She said professionalism, ethical conduct, safety and customer satisfaction must remain central to tour operations to build public confidence and enhance the industry’s reputation.
Ms Donkor also called for increased promotion of domestic tourism and the responsible adoption of AI to improve customer service, marketing, bookings and business operations.
She announced that the previous year marked 25 years since the establishment of the Union, describing the milestone as a testament to members’ collective commitment to Ghana’s tourism and travel industry.
Ms Donkor said the Union would use the AGM to strengthen unity, collaboration and innovation towards building a more professional, competitive and sustainable tourism sector.
GNA
Edited by Lydia Kukua Asamoah
Reporter: Hafsa Obeng