Tourism Minister Urges Excellence and Authentic Ghanaian Experience in Hospitality Industry

The Minister of Tourism, Arts and Culture, Abla Dzifa Gomashie, has urged players in Ghana’s hospitality industry to raise their standards and provide exceptional services that will leave visitors with lasting memories — making Ghana the preferred destination for tourism in Africa.

Speaking at a symposium in Cape Coast last Thursday to mark the 50th anniversary of the Ghana Hotels Association (GHA), Ms. Gomashie emphasized that the hospitality sector remains the backbone of the country’s tourism industry. She revealed that tourism contributed GH¢4.8 billion to the economy last year and has the potential to contribute even more with a stronger commitment to service excellence.

The event, themed “50 Years of Advocacy, Perseverance and Impacting Ghana’s Tourism and Hospitality Industry,” brought together key stakeholders to discuss how to improve service delivery and efficiency in the sector.

Raising Standards and Protecting Ghana’s Image

Ms. Gomashie called on the GHA to collaborate with the Ministry to ensure that hotels and hospitality facilities maintain high standards and deliver on their promises.

“You must help us weed out hotels with beautiful pictures online but nothing to show in reality,” she said. “Our collective image as a country must be protected.”

She noted that while Ghana has made progress in tourism and hospitality, there is still much to be done to improve customer experience. “Too many facilities take patrons for granted and fail to deliver quality service,” she said.

Promoting Ghanaian Culture in Hospitality

The Minister encouraged hotels to reflect Ghana’s diverse cultures, cuisines, and arts in their offerings to make guests feel the uniqueness of the country.

“If I’m in your hotel room, what shows I am in Ghana? There has to be something different,” she emphasized.

She also urged hotels to use locally made products and partner with Ghanaian artisans and creatives to boost the arts and culture industry while enhancing guests’ experiences.

Investing in Employees

Ms. Gomashie highlighted the importance of staff training in improving service quality.

“Your employee should not bring me Pepsi when I ask for Coca-Cola, or pito when I ask for asaana,” she said humorously, stressing that staff competence and attentiveness are vital to excellent service.

Commendation and Commitment

The Minister commended the Ghana Hotels Association for its contributions to the growth of the sector over the past five decades. She said the association’s advocacy and leadership had supported Ghana’s transition from a modest domestic tourism market to a vibrant international destination.

She reaffirmed government’s commitment to working with the private sector to build a competitive and sustainable hospitality industry as part of the Black Star Experience initiative — positioning Ghana as the gateway to Africa for leisure, business, and cultural tourism.

According to her, the national tourism and culture policies are currently under review to align with international best practices. She also emphasized the need for environmental cleanliness and protection of water bodies as part of sustainable tourism efforts.

“We envision a future where every hotel in Ghana tells a story — not just of comfort or class, but of sustainability, culture, and creativity,” she said.

Industry Leaders Share Insights

The President of the Ghana Hotels Association, Dr. Edward Ackah Nyamike, called for the establishment of a tourism school to train hospitality staff and harmonize service standards across the country. He also urged transparent use of the Tourism Development Fund and proposed that every hotel should be part of an association to ensure proper regulation.

Chief Executive Officer of the Ghana Tourism Authority, Maame Efua Houadjeto, pledged continued collaboration with the Hotels Association to make Ghana a top tourism destination.

Other speakers, including Prof. Ishmael Mensah of the University of Cape Coast, encouraged facility owners to adopt dynamic pricing models, use local resources, and manage costs efficiently to achieve long-term profitability.