CAN 2008: Another lost opportunity

... just like Ghana@50?

As I write this piece (Wednesday September 26, 2007), the country is as dead as a cemetery as far as pulling the public along for the ACN 2008; and also galvanising the opportunity presented by the upcoming African Cup of Nations 2008 to promote this country and its tourism potentials abroad.

This is not to talk about the business potentials that come with tournaments of this nature. And for now, it all appears non-existent and/or where existent is not easily accessible by many. Were our people really in Germany to study the organisation of the world cup? And are they following what is happening in SA?


We are roughly 17 weeks away from the tournament yet we are still in the preparatory stage of almost everything and to a very large extent, I dare say, there’s no idea or documentation on many other things that could have been done.


Apart from the once in a while statements and occurrences, nothing is happening. There are those who have gotten used to the embarrassing claim anytime issues are raised, that there’s time. They always forget that as the days go by, the actual number of days to the tournament and available time to get things REALLY ready is been lost.


I remember what we on the dailyEXPRESS wrote ahead of the Ghana@50 year, drawing attention to the improper preparations that will not bring any value for the monies that will be spent. We went ahead to remind the planning secretariat and government of the big mistake been made by alienating the Ministry of Tourism from the integral scheme of things.


We also constructively pointed out that while it was important to construct some structures and also an opportunity for the citizenry to party, it is also a more than opportune platform for the promotion and proper branding of the country as a tourist and business destination.


Some officials at the Secretariat vilified us for daring to make those suggestions and reminding them of the situation in Malaysia, which as far back as July last year, had outlined its key activities for the anniversary, and started promoting them to the outside world.

At the end of the anniversary year (December 2007), Malaysia will surely record massive benefits from the monies and other resources spent on the celebration. That is, value for the money spent. Can we in Ghana say we are on track to getting value for the monies we spent?


Back to the ACN 2008 tournament, it is a shame where we are today. We are now (supposedly) advertising and asking people to come and audition for opening and closing ceremonies... and this is at a time that our brothers in SA, who are actually ahead of us in terms of preparation. Don’t mind the fact that they are hosting the World Cup in 2010.


Just look at the extent to which they have gone to brand the country and are making good use of the 2010 logo and the host country opportunity.


In any case, the hosting of a tournament as big as the ACN 2008 is more than a football party. Its business, an opportunity to promote your country and also take your people out of their misery (albeit temporarily) by giving them some fun and things to be happy about.


Apart from a very eye catching MTN ad running on CNN which climaxes with Stephen Appiah, there’s no single attempt at least so far, to sell the tournament and host country. Why would anybody lose out on an opportunity like this to market a country?


And I do not blame the tourism officials, but rather the LOC and their appointing authority. For, how involved are the tourism sector in all these. But, have the MoTDR and the GTB folks themselves also pushing the LOC and the other agencies to influence certain decisions there? I know they are trying to do some things at their level, but how sustainable are they?

We have gotten so used to what ‘WE’ will get ahead of what benefits will come to the country, so much so that, the expected deeper thought that should have accompanied the LOC’s plans have been absent.


And when people complain or offer some suggestions they are quickly branded, rubbished and told that we have the plans and are working at it. With 17 weeks to go?


Let’s at least learn from our South African brothers... You should have watched the 1000 days countdown to the start of the 2010 World Cup?


If for nothing at all, how they involved the people, further igniting a passion in the people to look forward expectantly to the 2010 tournament... and the reminder to the people was telling: that they the people are the co-hosts of the tournament and should get ready to welcome the world to our beautiful country and help them explore the rich and beautiful culture and attractions.


Can we say that for Ghana? Despite some 17 weeks to go, the people are still in the ‘hole’ and not been brought into the picture at all. Apart from a well laid out website (and a well promoted one at that), SA as a country and the LOC, recognising the potential of sports business and its positive effects on national development, are using the tournament to (and rightly so) promote SA and its opportunities.


The websites are not only providing news and relevant info about the tournament; preparations etc, but there are active, updated and enticing information targeting visitors to the site. And they are very effective in selling SA, its people, economic potentials, SA history and tourist attractions.

They are providing FAQ and photos on SA, detailed info for foreigners and they are making a good and calculated pitch to visitors on why they must visit SA, not only during the 2010 tournament but even now.


There can be no better demonstration of the SA government and agencies’ preparation to harness all the benefits from the hosting than that. What is even more admirable is the fact that they aren’t doing things anyhow.


In telling visitors and the world that they are an investment and tourist destination in Africa, they are providing updated information on their economy, how to invest in SA, the potentials, doing business with SA companies, projected trade growth figures etc.


They have full sessions on holiday experiences in SA, travel tips, why SA is the gateway to Africa, info and profiles of national icons like Nelson Mandela.


In a further demonstration of how serious they are, all other agency websites have been linked with the 2010 tournament in addition to an online stamp been promoted for SA companies and others to display on their websites.


The country has also launched a National Communications Partnership detailing how the citizenry can play a part in the 2010 tournament. Can there be a better citizen involvement that this?

For me, and as we stated in our Ghana@50 preview last year, will we have value for money after the 2008 tournament? Can’t we harness much more benefits than we might possibly derive now if we do things better?


How are we packaging this country as a product for sale ahead of the tournament and when will the plans if available be activated?