TOURISM; the forgotten diamond pool

Tourism is a powerful tool for the economic transformation all over the world. Nations have reaped and are continuously reaping the benefits of tourism all over the world. Tourism serves as a perfect avenue for a nation to rake in revenue and create jobs for her citizens. It also aids in the branding of a nation, and cements her reputation on the international front. This is because; the culture of the environment is an important factor tourists take into consideration when they, chose to assess and judge nation, furthermore, tourists are most likely to ‘’report’’ on the culture of a nation they visited when they depart. Tourism also would be a channel for us to make huge revenue. Tourists shall spend money on various transactions when they are in the country. In addition, tourism is a source for job creation for Ghana. Management of tourism centres, and general transactions involving tourists are means of generating gargantuan amounts of jobs in the country. This will go a long way to curb the unemployment canker in the nation.

Ghana’s tourism industry-it does not qualify to be called one though in any case- has always being a fiasco. Tourism resources and facilities have been left to rot. Our culture and history are gradually going down the drain. Also, there have been inadequate efforts and plans to boost the tourism sector of our beloved country. The Ministry of Tourism and Culture in contrast, has fantastic objectives, yet it seems like another political talk-a damp squib. I think most of the objectives outlined on the Ministry’s website are brilliant, but they have being there since time immemorial. In this blog, l give my thoughts on the activation of the nation’s tourism sector.

I have made a 5-year-projection on the tourism sector of Ghana. My projection amounts to a sum of $6bn in the first year, $8bn in the second year, $10bn in the third year, $12bn in the fourth year, and $15bn in the fifth year. The sum of these figures indicates Ghana has more than enough potential to generate a decent $51bn from her tourism sector in five consecutive years. This will only happen if she manages the tourism sector scrupulously, tactically and innovatively. Furthermore, it is just customary that benefits from the tourism industry catapults-let’s leave this for another day. My projections are based on the structuring of our tourism sector to attract certain population of tourists from the various continents; 800000 from the Americas, 540000 from Europe, 500000 from Asia, 2000 from Australia, 20000 from the rest of Africa, and 234000 Ghanaians. Also, tourists from these destinations should spend a mean amount of £2500, $3000, $2500, $1650, $3500, and $18 respectively.  10% annual increase in the number of tourists from each corresponding year is my final hypothesis for the projection l have stated.

Another important aspect of the tourism sector that we must pay attention to if we seek to build a buoyant tourism industry is publicity; the attraction of tourists and the creation of awareness about tourism in our country. We currently possess all the elements necessary to be a class act of tourism nations. Stable political environment, perfect geographical location, hospital people, awesome history, decent cost of living, parks, gardens, forts, castles, game reserves, forests, water falls, beaches, rivers and lakes, landmark buildings to mention but just a few. Also, the surging desire of the world for the culture of Africa plays to Ghana’s. Ghana simply ticks all the boxes when it comes of ideal tourism destination. Unfortunately, these credentials alone are insufficient to attract multitudes of tourists locally and internationally. It only takes concerted efforts to establish ourselves on the world tourism map. I suggest the following remedies;

Ø Inter-school tourism quizzes competition for both elementary and senior high schools. Whatever be the format, the competition for the elementary school pupils must be in the local language pertaining a particular district/ municipal/metropolitan. That of the high school students should be on national language and contested in English Language

Ø Adoption of an adinkra symbol to represent tourism in Ghana.

Ø Printing the adinkra symbol on Black Stars’ jersey.

Ø  National tourism festivals. We know how to really organise a mega festival so l am counting on our track records to bail us out in this regard.

Ø Hosting of social events & government functions at tourist grounds.

Ø Scheduling of visiting foreign officials to tourism centres.

Ø Weekly publications on state websites and newspapers. In addition the state ought to create 90seconds adverts on all state airwaves in promotion of tourism. This bullet is a typical text-book approach we have failed at.

Ø 3 months embargo on international tourism in Ghana by parliament on the bases of ‘’pimping the tourism sector to better project issues and provide tourists with the finest tourism experience’’. This is for the creation of controversies, reviews about the country’s tourism industry in the international media/sphere.

Ø ‘’Pan African’’ festival in the United Kingdom to lift the 3 months ban on tourism. The English media? Yes!

Ø Annual tourism festivals in all of Ghana’s embassies across the world. 

festivals; the pride of the  nation

fort prinzeinstein left to rot

Atorkor Slave Trade Memorial Park, examples of deteriorating sites

Ghana’s tourism industry is most at risk due to myriad of challenges; from poor road networks, sub-standard transport system, destroyed and debilitating tourism facilities and resources, and poor sanitation at tourist destinations. Imagine the laborious efforts one has to go through to access the Wli water fall, the despicable sights at our beaches, the trotro hassle, and the rickety fort prinzenstein (Keta) and many other national sites of heritage and value. I sympathise with the Ministry of Tourism and Culture because their annual budgetary allocation is just funny. I would not want to quote any figures here else any foreigner reading this post will just ‘’laugh at us’’. It is just due to remarkable lack of vision and foresight that would make a nation allocate such peanuts to a tourism sector blooming with such potential. Tourism is supposed to be an eventful adventure away from home not the search of a mathematical formula to Heaven. These challenges we must strike down or risk them striking us down.

Luckily, there are text book solutions to these problems. A lot of financial commitment must go into the construction of roads, and at the moment the nation seem incapable of raising such funds herself. The tangible suggestion is loans. Procuring about $1.05bn loan to boost one’s tourism industry is realistic. Construction of roads leading to tourist sites, renovation of major sites, clean up and upgrading of beaches and lake and river sides, and installation of standard accessories (facilities) at existing tourist sites are key areas we should look to invest in for the interim.

As we progress, we need to systematically, solidify our grasp on the tourism market by constantly innovating. We also have to eschew our non-maintenance culture and regularly run maintenance of all our tourism facilities. In addition, we have to expand our tourism industry, and give it an identity. The natural resources are not going to make us $150bn annually consistently for 25 years. We need to start getting artificial and begin building.  You cannot talk about an identity for your national tourism when you afford not a simple national library. We could a centre of African history and culture right here in Accra. We can build museums in every district, municipal, and metropolitan assembly. There are a lot of parameters we could put in place . . . It is all about thinking outside the box . . . for now let’s kick start things first. Our activities surrounding our tourism sector in the future should all be geared towards attainment of reputable international tourism status.