Ghana’s Culture and Lifestyle Key to Tourism Growth, Says Minister
Ghana’s Minister for Tourism, Culture and Creative Arts, Mrs Abla Dzifa Gomashie, has called for a coordinated strategy to elevate the country’s tourism offering, citing Ghana’s culture, cuisine, and lifestyle as core attractions. Speaking during a courtesy visit from the Tour Operators Union of Ghana (TOUGHA), the minister highlighted the need to brand Ghana’s cultural identity more effectively on the global stage, positioning experiences such as the “Black Star Experience” as immersive lifestyle packages for international travellers. She cautioned against disjointed efforts within the sector, warning that lack of coordination could fuel informal tourism activities outside of regulatory oversight.
During the meeting, TOUGHA President Mrs Yvonne Donker raised concerns about unlicensed operators marketing services on social media without formal training or compliance, calling for strengthened regulation and industry cohesion. The union outlined plans to expand tourism beyond traditional centres like Accra and Cape Coast through national unification efforts, regional promotion, and a new skills training programme set to launch next month. Both sides agreed on the importance of reciprocal marketing – highlighting outbound travel figures such as the 36,000 Ghanaians who visited South Africa in 2024 – to encourage more marketing in African source markets and position Ghana as a competitive regional destination.
Source: Modern Ghana