The Ghana Tourism Authority, in collaboration with the Ghana Tourism Federation (GHATOF), has hosted the 6th Public Private Partnership Forum (PPPF) in Cape Coast, encouraging stakeholders to harness technology and foster collaboration to grow their enterprises and the tourism sector as a whole.
This forum which was held at the Adisadel Park on September 4, serves as a platform where businesses and regulators can come together to address key challenges facing the industry and collectively develop solutions for sustainable growth.
The sixth edition of the forum drew together a wide array of participants, including regulators, academics, students, hoteliers, travel agents, attraction site managers, media professionals, tour operators, and other members of the private sector who form the Ghana Tourism Federation. The event was part of the ongoing Central Expo 2024, focused on exploring the future trajectory of the tourism industry.
The theme for this year’s event was: “Leveraging Innovation, Technology, and Collaboration in the Tourism and Hospitality Industry for Sustainable Economic Growth and Development.”
Nana Obiri Aduama, the General Manager of Ridge Royal Hotel and Nkosohen of the Oguaa Traditional Area, advocated for the integration of Artificial Intelligence (AI) to enhance creativity and improve services across the sector.
He also encouraged businesses to take full advantage of smartphones and social media platforms like Facebook, Instagram, X (formerly Twitter), and Snapchat to expand their market reach.
“If I sit at my hotel and create a package but don’t promote it on mobile platforms, that innovation stays hidden within the hotel; no one gets to know about it,” he said.
“Everyone is heading to TikTok, but not many of us have placed our business products there. Since that’s where the audience is, why not showcase your innovative business there for more visibility?”
He urged industry players to break away from traditional methods and embrace technology and innovation to thrive in the rapidly changing landscape.
Charles Buabin, the Central Regional Director of the Ghana Tourism Authority, emphasised that the roles of stakeholders in the sector are interconnected, necessitating coordination and collaboration to advance tourism.
He pointed out that many tourism resources, including castles and other attractions, fall under the jurisdiction of traditional authorities, making collaboration with local chiefs essential to preserving the integrity of these sites.
“For instance, chiefs can introduce by-laws to ensure our tourist attractions are well-maintained,” he explained.
CEO of the Ghana Tourism Authority, Akwasi Agyeman added that since its inception in 2021, the PPPF has successfully empowered stakeholders, attracted investments, advocated for policy reforms, strengthened tourism infrastructure, promoted community involvement, and created numerous employment opportunities.
He urged industry players to continuously leverage the forum to exchange ideas, form partnerships, and develop practical strategies for a brighter future.
“Let us remain committed to engaging, collaborating, and innovating for the sustainable growth of the tourism and hospitality sector,” he said.
Mrs Justina Marigold Assan, the Central Regional Minister, in a speech delivered on her behalf, underscored the importance of embedding technology and innovation into the operations of tourism businesses to remain competitive. She highlighted how modern technological tools have revolutionised the way people engage with tourism, using data analytics to customise products that cater to the evolving needs of contemporary travellers.
“Technology can greatly enhance the visitor experience, from augmented reality to virtual reality, which allows potential tourists to explore destinations even before setting foot there,” she remarked.
“By relying on data-driven decisions, we can build an ecosystem that encourages the sharing of ideas, knowledge, and best practices.”
The Public Private Partnership Forum is an initiative created under Article 42 of the Tourism Act 2011 (Act 817) to foster cooperation between the public and private sectors. It provides a platform to discuss critical issues and develop strategies to drive the growth and development of Ghana’s tourism industry.
