CAPE COAST, Oct 24 (The African Portal) – Ghana’s Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, said on Thursday that positive guest experiences remain the most effective form of marketing for the country’s hospitality industry, adding that “word of mouth goes further than the adverts we place in the media.”
Gomashie made the remarks at the 50th anniversary symposium of the Ghana Hotels Association (GHA) in Cape Coast. The event, held under the theme “50 Years of Advocacy, Perseverance, and Impacting Ghana’s Tourism and Hospitality Industry,” brought together key players from the public and private sectors.
She praised the Association for its contribution to the development of Ghana’s tourism sector, describing its five-decade journey as a testament to “vision, resilience, partnership, and values.”
“The hospitality industry is the backbone of Ghana’s tourism ecosystem,” Gomashie said, adding that hotels provide not only accommodation but also experiences that shape visitors’ first and last impressions of the country.
She reaffirmed the government’s commitment to partner with the private sector to build a competitive and sustainable tourism industry, citing initiatives such as a review of the National Tourism Policy, hospitality training and certification programmes, and investment incentives through the Ghana Investment Promotion Centre (GIPC).
The minister also encouraged hotels to adopt environmentally friendly practices, renewable energy solutions, and digital innovations to enhance sustainability and inclusiveness across the sector.
Gomashie commended the current leadership of the GHA, led by Dr. Edward Ackah-Nyamike Jnr, for maintaining the Association’s relevance and called for closer collaboration between the Ministry and the GHA under the government’s “Black Star Experience” initiative to position Ghana as a leading African destination.
Ackah-Nyamike appealed to the government to support the creation of a national hospitality training school and proposed that all hotels be required to join the Association. He also urged greater transparency in managing the Ghana Tourism Fund and called for regular dialogue between the public and private sectors.
Juliette Taylor, chairperson of the anniversary committee, highlighted the Association’s commitment to corporate social responsibility, while a representative of the Omanhene of the Oguaa Traditional Area, Nana Obiri Eduama, encouraged hotel operators to invest in professional training to improve service quality.
The event drew industry stakeholders, traditional leaders, and government representatives to celebrate five decades of growth and advocacy in Ghana’s hospitality sector.
(Reporting by Delassie Mabel Awuku, Ministry of Tourism, Culture and Creative Arts; Editing by Zadok Kwame Gyesi for The African Portal)
