The Critical Role of Service Delivery in Ghana’s Tourism Sector
Mr. Emmanuel Frimpong, a Tourism Consultant, Analyst, and Advocate, has highlighted the pressing issue of weak service delivery in Ghana’s tourism sector. According to him, this problem is significantly hindering the growth of tourism, visitor satisfaction, and repeat visits to the country. He also emphasized that it poses a threat to Ghana’s competitiveness and its image as a preferred tourist destination.
Ghana possesses immense tourism potential, which is unmatched in the sub-region. However, Mr. Frimpong believes that stronger collaboration among the Government, the Ghana Tourism Authority (GTA), and industry stakeholders is essential to tackle the persistent challenge of poor customer service delivery in the tourism and hospitality sector.
In an interview with the Ghana News Agency, he pointed out that addressing the issue requires a coordinated, multi-sector approach rather than placing blame on a single institution. He stated:
“The Ghana Tourism Authority has a clear statutory role in licensing, regulation, training facilitation, and setting service standards. However, the GTA alone cannot ensure good service at the frontlines. That responsibility must be shared with private operators, employees, and other tourism stakeholders who interact directly with visitors.”
He further stressed that the government, through the Ministry of Tourism, Arts and Culture and the GTA, must lead policy direction and provide the enabling environment, including training support, enforcement of standards, and incentives for compliance.
“Without strong regulatory backing and structured training pathways, service standards will continue to vary widely across establishments,” he said.
A Call for Private Sector Engagement
Mr. Frimpong, who is also the Founder of the African Tourism Research Network, urged the private sector to invest in staff development, implement consistent service protocols, and create feedback systems to measure customer satisfaction.
“Tourism enterprises must move beyond viewing customer service as optional. It is an investment that determines whether visitors return or recommend Ghana to others,” he noted.
He also called on local governments and communities to play active roles in promoting professionalism among market vendors, transport operators, tour guides, and artisans who often serve as first points of contact for tourists.
“The experience a visitor gets at a craft market or a food joint contributes just as much to Ghana’s image as a five-star hotel. That means every level of the service chain must uphold the same values of courtesy, efficiency, and respect.”
A Shared Accountability Framework
Mr. Frimpong proposed a shared accountability framework where the government and GTA would provide regulatory oversight and training, private operators drive service quality and innovation, and civil society amplifies feedback through reviews and public recognition of excellence.
He also called for the introduction of a national customer-service certification programme, visible classification for visitor sites, and an incentive scheme to reward businesses that consistently meet or exceed service benchmarks.
“The path to a competitive and sustainable tourism sector lies in partnership. Government, GTA, and industry stakeholders must act together to make excellent customer service the hallmark of Ghana’s tourism identity.”
He concluded with a vision for the future:
“If we align policy, practice, and passion, Ghana can become not just a place people visit once, but a destination they always want to return to.”