The Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA) in charge of Marketing and Special Projects, Gilbert Abeiku Aggrey, has urged tourism and hospitality operators to prioritise service excellence to sustain the sector’s growth and strengthen Ghana’s competitiveness as a tourist destination.
He said the industry’s growing demand presents significant economic opportunities, but sustaining that growth requires consistent service quality, customer satisfaction and memorable visitor experiences.
Mr. Aggrey was speaking at the Western Regional Tourism Awards in Takoradi, held under the theme, “Celebrating Excellence Beyond Borders – The Black Star Experience.”
A section of participants
He described tourism and hospitality as major contributors to Ghana’s economy, ranking behind gold and oil, and stressed that industry players must focus on sustaining their achievements rather than merely celebrating them.
“Becoming successful is one thing, but maintaining that success is the real challenge. We must go beyond celebrating our achievements and commit to sustaining them through service excellence,” he said.
Mr. Aggrey noted that awards should not only recognise outstanding performance but also motivate businesses to improve their standards and remain competitive in an evolving industry.
He described customer satisfaction as central to business sustainability and urged operators to use the October celebrations of Customer Service Month and Customer Service Week to renew their commitment to quality service delivery.
“The customer is the heartbeat of every business. As operators in the tourism and hospitality industry, we must prioritise customer satisfaction and create experiences that will keep visitors coming back,” he said.
Reflecting on Takoradi’s tourism history, Mr. Aggrey said the city was once renowned for its vibrant hospitality industry and nightlife, particularly during the 1980s and 1990s.
He cited popular social destinations, including Harbor View, and said the Western Regional capital had significant potential to reclaim its position as a leading tourism destination.
He stressed that tourism development goes beyond promoting physical attractions to include the quality of hospitality, customer care and services offered to visitors.
“Takoradi has a rich history of tourism, hospitality and nightlife. We must recognise that tourism goes beyond sites and attractions; the quality of hospitality and service is equally important,” he said.
He urged businesses to respond to growing competition by improving their facilities and service delivery, adding that investment in infrastructure must be matched by professional service standards to ensure visitors receive value for money.
Mr. Aggrey identified Ghana’s warmth, friendliness, welcoming culture, peace and stability as key advantages in attracting international visitors.
He said the country could strengthen its position in the global tourism market by combining its cultural heritage with consistent service excellence.
While acknowledging the wildlife and natural landscapes offered by other African destinations, he said Ghana’s tourism appeal was strongly rooted in its culture, heritage and hospitality.
He encouraged operators to build on these strengths by creating experiences that would inspire visitors to recommend Ghana to others.
“When visitors come and have an excellent experience, they tell others, and more people are encouraged to visit. That creates opportunities for businesses, generates economic activity and supports sustainable growth,” he said.
Citing tourism industry figures, Mr. Aggrey said Africa recorded approximately 81 million international tourist arrivals in 2025, while Ghana received about 1.9 million visitors.
He also indicated that Ghana generated approximately US$4.8 billion in tourism revenue in 2025, highlighting the sector’s contribution to the national economy.
He called on industry leaders to improve service delivery to attract more visitors and increase tourism’s economic benefits.
Mr. Aggrey further encouraged nominees at the awards to remain committed to excellence, regardless of whether they emerged as winners.
He said recognition should serve as motivation for businesses to improve their operations and maintain high standards.
The Western Regional Director of the Ghana Tourism Authority, Henry Yeleduor, also urged tourism practitioners to improve service quality, embrace innovation and adopt strategies to sustain their businesses.
He challenged industry players to become ambassadors of service excellence by sharing skills and mentoring other establishments, particularly emerging businesses.
“I wish to encourage all tourism practitioners to remain focused on improving the quality of services and innovation, and charting new paths to sustain their businesses. I also wish to challenge you to become ambassadors of service excellence in your areas of operation through skills transfer and mentoring other similar establishments, especially emerging businesses,” he said.
The Western Regional Tourism Awards brought together industry stakeholders to recognise outstanding contributions to tourism and hospitality, while encouraging operators to raise service standards and promote Ghana’s tourism potential beyond its borders.
By Ebenezer Atiemo
