The riches of the world are derived from adding value to natural resources. As a nation we have these resources but do we have what it takes to exploit our resources? Yes we have; I would say! Ghana has the land, the seas, rivers, streams, beaches, sand, mountains and waterfalls. In addition we have the valleys, fauna and flora, tropical rains, tropical forest, plenty of good weather, stability and a tolerant environment with many of its’ people fluent in English and French; and hardworking all over the world. This wonderful tapestry is woven into the fabric of Ghana. What we lack are the proper leadership and risk taking abilities.
The question is; does Ghana understand the total product (the natural resources) and how/where to differentiate (value adding)?
Do we understand the term tourism and to what extent it entails?
Do we have any contingency plans if our strategy fails to sustain growth in this industry?
Given the competitive structure of the tourist industry and our naivety as potential entrants? Are we well prepared for the task ahead?
Have we done our research ascertaining what exactly our potential customers would want from the specific place we are marketing?
Have we considered what type of street entertainment we might offer the tourist? Bowling, ice skating, shows theatres, art and craft, workshops showing our culture and heritage.
Waste management: - what effective system do we have running in terms of collection, delivery and recycling of waste nation-wide?
Relaxation and rest facilities for example café’ in every city, town and villages that tourists could stop and rest for a while before continuing their journey?
How effective do we use our rivers i.e. providing river transport or for leisure and perhaps extending this into areas such as evening dining on a cruise boat.
Do we have unique shops worth visiting? Maybe!
Where do we stand in terms of the logistics of the supplies needed for the tourists? Are they readily available in Ghana? If not; could we make them ourselves or import them with a just in time services providers?
What about customer service and service delivery? Is it up to an acceptable standard?
Is Ghana’s infrastructure improving to an acceptable standard across the country?
Does our new motor way interchange have an effective traffic light system directing traffic during busy times?
Information sharing nation-wide - do we have information centres that sell maps of every city, towns and village to help tourists to navigate our roads and surroundings?
Where is the fast telecommunication network, with easy affordable access for businesses and tourist alike?
Are schools teaching children map reading and value adding skills hence encouraging creative thinking?
Have we got street names to facilitate easy mobility throughout our country?
Security, is our police force fully equipped to attend crisis within an agreed service level?
Do we have a health and safety act in place in hospitals, schools and tourist’s spots in case of fire as well as a yearly updates to ensure that staff at every workplace go through the fire safety drill?
Is our ambulance service equipped with basic life support facilities and trained personal with an agreed service level?
Are the hygiene factors for the police force acceptable, by this I mean offices for the police at barriers have toilet facilities, a small kitchenette and improved resting rooms? By the way folks, have we asked ourselves why we need so many police barriers in the country? Is this not affecting the free movement of goods negatively?
Does Ghana have public toilets tourists could also comfortably use? May be at our Main Transport stations and other resorts?
Are our car parks self maintaining and self financing with parking attendants collecting a small fee or it is free parking with no maintenance what so ever?
Cleanliness: - Are our city centres a welcoming place to be and sit to reflect or it would be advisable to encourage the purchase of a mask?
What system do we have in place to ensure an effective morning and evening cleaning arrangement of our city centres?
Ghana has the land all right but do we have range of shops, leisure areas in the way of public Aquariums, bird parks, mini museums and theme parks. What are other countries offering their customers in this area would be helpful to find out?
These areas are our honey pot!
Many of Ghanaians are aware of the Minister of Tourism’s determination to turn Ghana into a lovely Tourist destination, which is great news. The sad news is; this minister and government have at yet, to give the needed strategic leadership in achieving this aim. It has been years of hollow speeches and nothing else.
How could Ghana ensure arrival into this new market of tourism when the homework to make this possible is not being done?
Citizens of Ghana we need to strategically position ourselves better to be counted as “the preferred tourists’ destination”. Otherwise we would be stuck in the mud!
Together every Ghanaian must endeavour to pull all vital connections and businesses to Ghana, our Government may need to consider humbling themselves and listen more to Ghanaians both at home and in Diaspora living, working and mixing with all the races around the world. This interaction is the marketing intelligence crucial to manipulate and exploit, in order to ensure our arrival in this tourist industry. We need a comprehensive think tank of our sons and daughters to share, plan and advice government of the day, on how to get things done. Why are Ghanaians’ sitting on the boards of blue chip companies in the world, lecturing in Ivy leagues schools, managing international bodies yet our own governments (past and present) hate us with passion when we try to contribute objectively?
This is why it’s becomes significant that the Minister of Tourism has an appointment system accessible for every Ghanaian to walk in their nearest High Commission to share vital intelligence to facilitate this important transformation.
Ghanaians are yearning to turn their underdeveloped country into a land of hope and opportunities, thereby improving the general standard of living and increasing our creative outlook.
When this homework has been explored and captured then the honey would be flowing and trickling into every home. When the honey pot is discovered, the tourist bees will soon be buzzing around.
Views expressed by the author(s) do not necessarily reflect those of GhanaHomePage.
