As the President of the Tour Operators Union of Ghana (TOUGHA), I am proud to join the global community in celebrating World Tourism Day 2024 under the theme “Tourism and Peace.” This year’s theme could not be more relevant, especially as nations, including Ghana, prepare to head to the polls to elect presidents, parliamentarians, and other key leaders. As we approach this crucial period, we must reflect on the role tourism plays in promoting tolerance, unity, and peaceful coexistence.
The UN Tourism rightly states, “The pursuit of peace is a continuing endeavour, and progress through tourism is more relevant than ever. Tourism can play a vital role as a catalyst for fostering peace and understanding between nations and cultures and in supporting reconciliation processes.” As countries engage in democratic exercises, the power of tourism as a unifier is undeniable. It brings people from different cultures and backgrounds together, fostering mutual respect and understanding. In this volatile season, we must harness tourism’s potential to bridge divides and promote peace.
Tourism’s role in promoting peaceful elections
Elections are often marked by heightened tensions, especially in democracies like Ghana, where citizens are deeply invested in their future leadership. While democracy is a celebration of choice, it is also a time when divisions may surface. In these moments, tourism’s influence as a force for good can be pivotal. As tourists flock to Ghana for its cultural festivals, historic landmarks and scenic beauty, they create an environment where diversity is celebrated, not feared. This interaction can inspire a spirit of tolerance and mutual respect that is critical during election seasons.
This year, as Ghana prepares for its national elections, the tourism sector stands ready to advocate for peace and stability. Tour operators have the unique opportunity to use their platforms to promote peaceful discourse among tourists and locals. Encouraging conversations around shared experiences, respect for each other’s cultures and a commitment to non-violence can serve as a powerful reminder that our strength as a nation lies in our unity.
Vulnerabilities of women and youth in election seasons
Unfortunately, during times of political tension, women and young people often find themselves most vulnerable. This demographic, which constitutes a significant portion of the tourism workforce, faces unique challenges during election periods. Women, in particular, are sometimes excluded from decision-making processes or subjected to violence in conflict-prone areas, while young people can be manipulated or coerced into acts that disrupt peace.
As leaders in the tourism sector, we must ensure that these groups are not sidelined. Tourism, with its inclusive nature, provides a platform for these marginalized voices to be heard. By empowering women and youth within the industry, we promote economic equity, social justice, and human rights—essential elements of peace, as emphasized by UN Tourism. Furthermore, the employment opportunities created by tourism reduce the likelihood of young people being drawn into conflict, providing them with a sense of purpose and stability.
A peace-sensitive approach to tourism
In their concept note, UN Tourism articulates that “tourism has the potential to contribute to peace in many ways, and these need to be appropriately explored and assessed.” Tourism must adopt a peace-sensitive approach—one that considers both the suppliers and consumers in fostering a culture of peace. The sector must embrace its social responsibility, contributing to societal transformation by promoting non-violent conflict resolution, economic inclusion and democratic values.
This approach to tourism highlights the importance of alliances. Through collaboration between governments, tour operators, local communities and international tourists, we can ensure that tourism supports peaceful elections and fosters an atmosphere of tolerance and respect. TOUGHA is committed to championing these alliances, using our influence to advocate for policies that safeguard peace and strengthen Ghana’s democratic processes.
A collcctive responsibility for peace
Tourism’s true strength lies in its ability to bring people together in non-adversarial circumstances. It transcends political, cultural and geographical boundaries, encouraging us to see each other’s humanity first. As we approach the 2024 elections, let us remember that peace is not the responsibility of one sector or one group—it is a collective endeavour. The tourism industry has the potential to be a beacon of peace, shining light on the importance of tolerance, unity, and non-violent resolutions.
As we celebrate World Tourism Day, let us unite in our call for peaceful elections. Let us harness the power of tourism to create bridges where there are divides, to foster understanding where there is conflict, and to ensure that every citizen, regardless of gender, age, or background has the opportunity to contribute to a peaceful society.
Tourism is not just about visiting new places—it’s about understanding different perspectives and promoting harmony. Let us stand together in solidarity, advocating for peace not just in Ghana, but across the globe.
The writer, Mrs. Alisa Osei-Asamoah is the President of the Tour Operators Union of Ghana
