TOURISM CAN BE OUR SAVIOUR (JUNE 25, 2009)

FOR some time now tourism has become a major foreign exchange earner for the country.
Indeed, it is said that after cocoa, gold and non-traditional exports, tourism rakes in a lot of foreign exchange.
In 2004, the contribution of the tourism sector to the country's Gross Domestic Product (GDP) was 4.9 per cent. In 2007, about 1,000,000 visitors were expected in the country and the sector was to generate about $1.5 billion.
The tourism sector can do better if some of the challenges afflicting the industry are resolved. As we set out to resolve the challenges, it is also important for us as a people to sell what is unique about Ghana to the outside world.
Sometimes, in our efforts to compete with the outside world, we tend to give them what they are familiar with, instead of marketing tourist sites that are unique to our tradition, culture and values.
It is against this backdrop that we must support the ambitious tourism strategy of the Ministry of Tourism which is aimed at making Ghana the most preferred tourist destination in West Africa.
The three-year marketing strategy spanning 2009-2012 is anchored on the campaign theme, "Ghana - Culture, warmth and much more", and is expected to lure international and local tourists to savour the rich Ghanaian culture, proverbial warm hospitality and a repertorie of its splendid tourist endowment.
The ambition is to increase tourist arrivals in the country from the current 600,000 to at least one million by 2012, a target whose achievement is likely to propel Ghana up the tourism ladder in West Africa ahead of Senegal, which at the moment is considered to be the most preferred tourist destination in the sub-region.
Ghana is endowed with attractive tourist sites such as beaches, waterfalls, game reserves and parks and the biggest man-made lake in the world. The warm hospitality of the Ghanaian is second to none, while our festivals offer diverse attraction to the tourists.
These events and geographical landmarks can attract tourists from far and near if they are properly marketed. Most of the tourist sites are inaccessible and they also lack the facilities that will make tourists feel at home.
Tourists are prepared to pay money to visit tourists sites provided they will have value for money. Our beaches attract many foreigners and yet we are unable to make enough money from them because they pose an environmental hazard to those who patronise them.
The DAILY GRAPHIC, therefore, endorses the suggestion by the Minister of Tourism, Mrs Julian Azumah-Mensah, for the adoption of a national marketing approach by branding Ghana and selling it to the world.
To begin with, the hospitality industry requires an overhaul to ensure that our hotels, restaruants and car rental services place the interest of their clients above all other considerations.
If the customer is always right, as they say, then every effort must be put in place to ensure customer satisfaction.
We urge the government to provide the necessary support for the Ministry of Tourism to market the potential in the sector, particularly during this challenging time.
The advantage in promoting the tourism sector is that unlike our gold, timber, cocoa, as well as non-traditional exports, whose prices are dictated by the international community, the benefits we derive from tourism depend on how well we package and market the attractions to the outside world.
The time has come for the country to put in some extra efforts to develop our tourist sites so that the country can derive the maximum benefits from our heritage.