Our culture, jollof, lifestyle are magnets - Tourism Minister

The Minister for Tourism, Culture, and Creative Arts, Mrs. Abla Dzifa Gomashie, has called for a strategic and deliberate approach to tourism development, emphasizing the need to harness Ghana’s rich cultural identity as a compelling attraction for both international and local tourists.

“Our culture, our jollof, our lifestyle, these are magnets. The Black Star Experience should be an immersive cultural package that invites tourists into the Ghanaian way of life. But we must brand it intentionally,” she said.

The Minister said this during a courtesy visit by the Tour Operators Union of Ghana (TOUGHA) and cautioned against fragmented efforts in the sector, warning that a lack of coordination could open the door to informal and potentially unregulated alternatives.

“When there is a void, the youth will find a way to fill it, often outside regulatory frameworks. We must remain relevant and ensure standards are upheld through strategic planning,” she stated.

The TOUGHA delegation, led by its President, Ms Yvonne Donkor, congratulated the Minister on her appointment and raised pressing concerns affecting the industry. Chief among them was the increasing number of unlicensed tour operators advertising services via social media without adequate training or oversight.

Ms Donkor outlined plans to unify tour operators nationwide, promote regional destinations, and expand domestic tourism beyond traditional hotspots such as Accra and Cape Coast.

“Our aim is to build an authentic and inclusive tourism culture across every region,” she said, and emphasized their commitment to promoting domestic tourism and encouraging intra-African travel.

The union also emphasized the importance of reciprocal tourism promotion. While over 36,000 Ghanaians visited South Africa in 2024, TOUGHA urged for increased efforts to market Ghana abroad.

“It’s time we promoted Ghana more aggressively in South Africa and beyond,” the union stated.

To improve service quality within the sector, TOUGHA announced the launch of a training program next month. The initiative will focus on enhancing members’ skills in tour packaging, pricing, and service delivery.

Both the Minister and TOUGHA underscored the need for stronger collaboration, regulation, and targeted marketing to position Ghana as a leading African tourist destination.

Also present at the meeting were Dr. Geoferry Tamakloe, Director of Tourism, and Director of Culture and Creative Arts, Mrs. Devine Kwame Owusu Ansah.