Service Failures Threaten Ghana’s Tourism Competitiveness – Expert

Accra: Mr Caleb Kofie, Founder and Executive Director of the Service Excellence Foundation-Ghana, has warned that poor service delivery threatens Ghana's tourism competitiveness. He said persistent weaknesses in service culture, employee engagement and accountability could undermine the country's reputation as a welcoming tourism destination. According to Ghana News Agency, Mr Kofie made the remarks in an interview in Accra. He emphasized that Ghana's peace, democratic stability, cultural heritage, and reputation for hospitality have provided a competitive advantage, but weaknesses in service delivery could erode that advantage. Mr Kofie noted that the cost of poor service is not always immediately reflected in financial statements but can result in declining guest satisfaction, low staff morale, reduced productivity, high employee turnover, damaged brand reputation, and loss of repeat business and referrals. He stated that although the hospitality industry had invested in modern facilities, accommodation, restaurants, and technology, people ultimately shaped visitors' experiences. He highlighted that while guests may admire the architecture, enjoy the food, appreciate the facilities, and remember the ambience, what often stays with them longest is how they were treated by people. Mr Kofie recalled concerns raised by President John Dramani Mahama during the Presidential Media Encounter on September 10, 2025, about poor service delivery in Ghana's tourism and hospitality sector. Mr Kofie urged industry players to examine recurring challenges, including indifferent customer reception, delayed service delivery, weak ownership and accountability, and inadequate recognition of high-performing employees. He identified the absence of a strong culture of recognizing and celebrating service excellence at organizational, industry, and national levels as a contributing factor to these challenges. He stated that if service excellence is fundamental to Ghana's competitiveness as a tourism and hospitality destination, the n recognizing the people who consistently deliver it should not be treated as an organizational norm. It should be regarded as a strategic investment in the culture, reputation, productivity, and future competitiveness of Ghana's hospitality industry. Mr Kofie called on stakeholders to recognize and reward frontline service professionals, whom he described as the "forgotten heroes" whose dedication, professionalism, and passion form the foundation of Ghana's hospitality brand and visitor experience. He emphasized that Ghana must move beyond assessing the financial cost of poor service and focus on institutionalizing service excellence to support sustainable tourism growth.