Accra: Weak service delivery in the tourism sector continues to undermine growth, visitor satisfaction, and repeat arrivals to Ghana, says Mr. Emmanuel Frimpong, a Tourism Consultant, Analyst, and Advocate. This ongoing issue poses a threat to the country's competitiveness and its image as a preferred destination.
According to Ghana News Agency, Ghana's unmatched tourism potential in the sub-region necessitates stronger collaboration among the Government, the Ghana Tourism Authority (GTA), and industry stakeholders to address the persistent problem of poor customer service delivery. In a recent interview in Accra, Mr. Frimpong emphasized that addressing the issue requires a coordinated, multi-sector approach rather than placing blame on a single institution.
He pointed out that while the Ghana Tourism Authority has a clear statutory role in licensing, regulation, training facilitation, and setting service standards, the responsibility for ensuring good service at the frontlines must be shared with private operators, employees, and other tourism stakeholders who interact directly with visitors. Mr. Frimpong stressed that the government, through the Ministry of Tourism, Arts and Culture and the GTA, must lead policy direction and provide the enabling environment, which includes training support, enforcement of standards, and incentives for compliance.
Mr. Frimpong, who also founded the African Tourism Research Network, urged the private sector to invest in staff development, implement consistent service protocols, and create feedback systems to measure customer satisfaction. He noted that tourism enterprises must view customer service as an investment, crucial for determining whether visitors return or recommend Ghana to others.
He also called on local governments and communities to actively promote professionalism among market vendors, transport operators, tour guides, and artisans, who often serve as the first points of contact for tourists. "The experience a visitor gets at a craft market or a food joint contributes just as much to Ghana's image as a five-star hotel," he said, emphasizing the need for every level of the service chain to uphold values of courtesy, efficiency, and respect.
Mr. Frimpong proposed a shared accountability framework, where the government and GTA provide regulatory oversight and training, private operators drive service quality and innovation, and civil society amplifies feedback through reviews and public recognition of excellence. He also advocated for the introduction of a national customer-service certification program, visible classification for visitor sites, and an incentive scheme to reward businesses that consistently meet or exceed service benchmarks.
"The path to a competitive and sustainable tourism sector lies in partnership," he said. "Government, GTA, and industry stakeholders must act together to make excellent customer service the hallmark of Ghana's tourism identity." Mr. Frimpong concluded with optimism, stating that if policy, practice, and passion are aligned, Ghana can become not just a place people visit once, but a destination they always want to return to.