Tourism and hospitality remain important pillars of Ghana’s economy, ranking behind gold and oil as major contributors to national economic activity, according to Gilbert Abeiku Aggrey, Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA) in charge of Marketing and Special Projects.
He has called on tourism and hospitality operators to prioritise service excellence, customer satisfaction and memorable visitor experiences to sustain the sector’s growth and strengthen Ghana’s position as a competitive destination for international and domestic travellers. Newscard
Mr. Aggrey made the remarks at the Western Regional Tourism Awards in Takoradi, held under the theme, “Celebrating Excellence Beyond Borders The Black Star Experience.”
The event brought together industry stakeholders to recognise outstanding contributions to tourism and encourage businesses to maintain high standards.
His comments highlight the growing importance of tourism beyond its traditional association with leisure and sightseeing.
The sector supports a broad network of businesses, including hotels, restaurants, transport operators, tour companies, event organisers, cultural institutions and local traders.
Visitor spending can therefore generate income across several parts of the economy.
For Ghana, tourism also presents opportunities to attract foreign exchange, create jobs and support small businesses, particularly in communities with cultural, historical and natural attractions.
However, the extent of these benefits depends on the country’s ability to attract visitors, encourage longer stays and ensure that tourism spending benefits local communities.
Mr. Aggrey cautioned industry players against treating awards and recognition as the final measure of success.
He said businesses needed to maintain the standards that earned them recognition and continuously improve the experiences they offer visitors.
“Becoming successful is one thing, but maintaining that success is the real challenge. We must go beyond celebrating our achievements and commit to sustaining them through service excellence,” he said.
The Deputy GTA Chief Executive identified customer satisfaction as central to the long-term sustainability of tourism and hospitality businesses.
He encouraged operators to use the October observances of Customer Service Month and Customer Service Week to review their practices and renew their commitment to quality service delivery. Editorial Ethics & Independence
According to him, visitors who receive good service are more likely to return and recommend Ghana to others. Positive experiences can help strengthen the country’s reputation, attract repeat visits and encourage more people to explore its attractions.
Service quality, he stressed, must complement investment in infrastructure. Hotels, restaurants and tourism facilities may attract customers through their location, appearance or marketing, but poor treatment, unreliable services and inadequate value for money can discourage repeat patronage.
Mr. Aggrey also highlighted Takoradi’s tourism potential, recalling the Western Regional capital’s reputation for hospitality and nightlife during the 1980s and 1990s.
He referred to popular social destinations, including Harbor View, and said the city had opportunities to rebuild its profile as a leading tourism destination.
He argued that tourism development should not be limited to promoting physical attractions. The quality of accommodation, customer care, local transport, food services and entertainment also shapes the overall visitor experience.
Takoradi and the wider Western Region have opportunities to build tourism around coastal attractions, cultural heritage, local cuisine and community based experiences.
Realising this potential, however, requires coordinated promotion, investment in facilities and effective collaboration between public institutions and private businesses.
Mr. Aggrey further pointed to Ghana’s welcoming culture, peace and stability as advantages in attracting international visitors.
He encouraged tourism operators to build on these strengths while presenting the country’s heritage and cultural identity in ways that appeal to diverse audiences. Corrections Policy
He cited industry figures indicating that Africa recorded approximately 81 million international tourist arrivals in 2025, while Ghana received about 1.9 million visitors. He also put Ghana’s tourism revenue for the year at approximately US$4.8 billion.
These figures were cited in his remarks at the awards, although the precise methodology and scope of the revenue estimate were not detailed in the report.
The figures underscore the potential economic value of tourism, but sustaining growth will require more than promotional campaigns.
Ghana must also address practical issues that influence visitor satisfaction, including road access to attractions, cleanliness, reliable transport, safety, accommodation standards and the availability of accurate information for travellers.
Domestic tourism is another important opportunity. Encouraging Ghanaians to explore attractions within the country can help businesses earn revenue beyond peak international travel periods and give local communities a stronger role in preserving and promoting their heritage.
The Ghana Tourism Authority has been promoting domestic travel through initiatives such as the “Know Ghana” campaign, which encourages people to experience the country’s attractions, cuisine, fashion and culture.
The campaign has also involved transport operators, including taxi drivers, who often interact directly with visitors.
At the Western Regional Tourism Awards, Regional Director of the Ghana Tourism Authority Henry Yeleduor also called on practitioners to improve service delivery, embrace innovation and adopt strategies that support business sustainability.
He encouraged experienced operators to share skills and mentor emerging businesses.
Such collaboration could help smaller operators strengthen their standards and improve the consistency of services offered across the industry.
Training in customer care, digital marketing, financial management and sustainable tourism practices could also improve competitiveness.
Ultimately, tourism’s contribution to Ghana’s economy will depend on the industry’s ability to turn the country’s natural and cultural assets into high-quality experiences that generate lasting value.
As the sector continues to attract attention, Mr. Aggrey’s message is that growth must be supported by professional service, satisfied customers and a commitment to continuous improvement. Editorial Standards
For Ghana to strengthen its standing as a destination, tourism operators, government agencies and local communities will need to work together to ensure that visitors leave with positive experiences and reasons to return.