Tourism must improve service quality and customer satisfaction if Ghana is to sustain its growth and strengthen its position as an international destination, the Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA), Gilbert Abeiku Aggrey, has said.
Speaking at the Western Regional Tourism Awards in Takoradi, Mr Aggrey said tourism and hospitality were major contributors to Ghana’s economy, ranking behind gold and oil.
The event was held under the theme, “Celebrating Excellence Beyond Borders – The Black Star Experience”.
He said the sector’s growing demand created major economic opportunities, but warned that continued progress depended on delivering consistent service and memorable experiences.
“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 said awards should do more than honour strong performance. They should also encourage businesses to raise their standards and remain competitive as the industry changes.
He urged tourism and hospitality operators to use October’s Customer Service Month and Customer Service Week to renew their focus on quality service.
“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.
Takoradi’s tourism potential
Reflecting on Takoradi’s history, Mr Aggrey said the city had been known for its vibrant hospitality industry and nightlife, particularly during the 1980s and 1990s. He mentioned popular destinations such as Harbor View and said the Western Regional capital had the potential to regain its status as a leading tourism destination.
He stressed that tourism development involved more than promoting attractions, saying hospitality, customer care and the quality of services offered to visitors were equally important.
“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.
Mr Aggrey called on businesses to respond to increasing competition by upgrading their facilities and services. Investment in infrastructure, he added, had to be matched by professional standards so visitors received value for money.
He identified Ghana’s warmth, friendliness, welcoming culture, peace and stability as important advantages in attracting international visitors. Combining those strengths with the country’s cultural heritage, he said, could improve Ghana’s position in the global tourism market.
Although other African destinations offered wildlife and natural landscapes, he said Ghana’s appeal was strongly based on its culture, heritage and hospitality.
“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.
Mr Aggrey said Africa recorded approximately 81 million international tourist arrivals in 2025, while Ghana received about 1.9 million visitors. Ghana generated approximately US$4.8 billion in tourism revenue in 2025, he added.
He encouraged award nominees to pursue excellence whether or not they won, saying recognition should motivate businesses to improve their operations and maintain high standards.
The Western Regional Director of the Ghana Tourism Authority, Henry Yeleduor, also called for better service, innovation and sustainable business strategies.
He urged tourism practitioners to become ambassadors for service excellence by sharing skills and mentoring other establishments, particularly emerging businesses.
