Accra, Ghana – On June 4, 2025, Ghana’s Minister of Tourism, Culture and Creative Arts, Hon. Abla Dzifa Gomashie, called for a strategic and deliberate approach to developing the nation’s tourism sector, emphasizing the critical role of Ghana’s rich cultural identity in attracting both international and local visitors. During a courtesy visit by the Tour Operators Union of Ghana (TOUGHA), Minister Gomashie asserted that “Our culture, our jollof, our lifestyle, these are magnets,” advocating for an “immersive cultural package” under the “Black Star Experience” that is branded with clear intention.
The Minister cautioned against disjointed efforts within the industry, warning that a lack of coordination could pave the way for informal and potentially unregulated alternatives, stressing the need for strategic planning to uphold standards and maintain relevance. The TOUGHA delegation, led by its president, Yvonne Donkor, congratulated the Minister on her appointment and raised concerns, particularly about the proliferation of unlicensed tour operators advertising services on social media without proper oversight.
TOUGHA outlined its plans to unify tour operators across the country, promote regional destinations, and expand domestic tourism beyond traditional hotspots like Accra and Cape Coast, aiming to build an “authentic and inclusive tourism culture across every region” and encourage intra-African travel. The union also highlighted the disparity in reciprocal tourism, noting that over 36,000 Ghanaians visited South Africa in 2024 and urged for more aggressive marketing of Ghana abroad, including in South Africa. To enhance service quality, TOUGHA announced a training program scheduled for next month to improve members’ skills in tour packaging, pricing, and service delivery. Both the Minister and the union underscored the collective need for stronger collaboration, robust regulation, and targeted marketing efforts to firmly establish Ghana as a premier African tourist destination. Directors from the Ministry of Tourism, Culture and Creative Arts, Dr. Geoferry Tamakloe and Mr. Devine Kwame Owusu Ansah, were also present at the meeting.
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