Tourism at a crossroad: What Ghana’s next minister must deliver

On January 12, 2025, 6:27 AM

By the time you read this, we may know who the Minister of Tourism designate is. Still, as of Friday morning as I write this, President John Dramani Mahama has yet to submit the name of his nominee for Minister of Tourism to Parliament.

While the official announcement remains pending, speculation is rife across traditional and social media about who the appointee might be. Several names have been floated, and while any of them could be the eventual choice, it’s equally possible that the President will surprise everyone with an unexpected pick.

Be that as it may, whoever takes up this pivotal role will face a monumental task: reviving Ghana’s tourism sector and steering it toward stability and growth. With tourism at a crossroads, Ghana needs bold, forward-thinking leadership capable of making impactful decisions.

Here are the critical areas I believe the new minister should prioritise to transform Ghana into a vibrant and competitive tourism destination:

Crafting a Clear and Actionable Tourism Strategy

Tourism in Ghana has often suffered from the absence of a cohesive, long-term vision. A well-articulated strategy is essential to define the sector’s direction, establish priorities, and measure success. This strategy should encompass:

• Sustainable Development: Ensuring tourism growth does not compromise the environment or local communities.

• Destination Marketing: Launching aggressive and creative marketing campaigns to position Ghana as a top choice for regional and global travellers.

• Stakeholder Collaboration: Engaging private and public sector players to align efforts and investments.

Such a strategy would not only attract international visitors but also inspire Ghanaians to rediscover and cherish their homeland.

Gaining from Ecotourism: Repairing the Damage from Galamsey

Ghana’s rich biodiversity – from Kakum National Park’s canopy walk to the wildlife safaris of Mole National Park – remains underutilised. Yet, the past few years have seen devastating environmental damage from illegal mining (“galamsey”), which has polluted rivers, degraded forests, and tarnished Ghana’s reputation as an ecotourism destination.

The new minister must address these challenges and reposition Ghana as a leader in ecotourism by:

• Restoring and Protecting Damaged Ecosystems: Partnering environmental organisations to rehabilitate degraded lands, restore wildlife habitats, and clean up polluted water bodies such as the Ankobra and Pra rivers.

• Developing Sustainable Ecotourism Hubs: Enhancing infrastructure in ecotourism hotspots, including roads, signage and visitor facilities.

• Engaging Local Communities: Providing training and job opportunities to locals in affected regions, empowering them to benefit directly from ecotourism.

• Launching Image Repair Campaigns: Showcasing Ghana’s efforts to address environmental challenges on global platforms, rebuilding its image as a sustainable tourism destination.

With the global shift toward eco-conscious travel, Ghana has an opportunity to turn this crisis into a competitive advantage.

Investing in MICE Tourism

Meetings, Incentives, Conferences and Exhibitions (MICE) tourism is a lucrative segment that Ghana must fully explore. The new minister can make strides in this area by:

• Developing World-Class Infrastructure: Building and upgrading conference centres and event spaces in cities like Accra, Kumasi, Tamale, and Takoradi.

• Streamlining Visa Processes: Simplifying entry requirements to attract international delegates and event organisers.

• Forging Strategic Partnerships: Collaborating with global MICE organisations to position Ghana as a preferred destination for conferences and exhibitions.

MICE tourism not only drives direct revenue through event hosting but also generates economic ripple effects across hospitality, retail and transportation sectors.

Realising the Black Star Experience

One of the NDC’s most ambitious tourism-related promises is “The Black Star Experience,” designed to celebrate Ghana’s cultural, artistic, and historical heritage. If implemented effectively, this initiative could become a cornerstone of Ghana’s tourism identity.

Key components of this programme could include:

• Pan-African Month: Celebrations honouring Ghana’s role in Pan-Africanism and promoting African unity.

• Diaspora Engagement Programmes: Events reconnecting the African diaspora with their roots in Ghana.

• Arts and Culture Festivals: Annual film festivals, music awards and art exhibitions to attract local and international audiences.

These initiatives would enhance tourist arrivals, promote local creative industries, and strengthen Ghana’s African cultural hub position.

Establishing Ghana’s Own Tourism Trade Show

To boost Ghana’s visibility on the global tourism map, the minister should prioritise the creation of an annual tourism trade show. This event would:

• Showcase Ghana’s Tourism Assets: Providing a platform for local operators to market their offerings to international buyers and investors.

• Facilitate Networking Opportunities: Connecting stakeholders across the tourism value chain for partnerships and collaborations.

• Promote Knowledge Sharing: Offering insights into global tourism trends and innovations to inspire local growth.

A well-executed trade show could elevate Ghana’s tourism profile and attract much-needed investment.

The Right Leadership for Tourism

The challenges are enormous, but the rewards are even greater. Ghana has all the ingredients to become a leading tourism destination in Africa – rich culture, historic landmarks, vibrant festivals, and breathtaking landscapes. What is needed is the right leadership to harness these assets effectively.

It is my hope that President Mahama will appoint someone with the right attitude, knowledge, and experience to manage complex business and tourism matters. This role demands a visionary leader who is not merely a politician or political stooge but one who understands tourism’s intricacies, appreciates its economic potential, and is prepared to make bold, transformative decisions.

The tourism industry is waiting for a champion – let’s hope the President has given us one.

Story By Francis Doku