The Tour Operators Union of Ghana (TOUGHA) has officially launched its Five-Year Strategic Development Plan, setting a bold agenda to enhance its effectiveness and impact in Ghana’s tourism industry. The plan, designed to serve as a roadmap until 2029, outlines strategic goals aimed at transforming TOUGHA into a more vibrant, efficient and influential body within the sector.
The launch took place on November 14 at the Accra Tourist Information Centre, drawing an impressive gathering of key stakeholders from the public and private tourism sectors. Guests included the Minister of Tourism, Arts and Culture, Andrew Egyapa Mercer, senior officials of the Ghana Tourism Authority and the Ghana Tourism Development Company, presidents of the Ghana Hotels Association and the Queen Mothers Foundation, and other distinguished personalities alongside TOUGHA members.
Addressing the audience, TOUGHA President Mrs. Alisa Osei-Asamoah highlighted the significance of the strategic plan. “This administration has chosen to take the bull by the horn in collectively re-engineering our vision and mission statements and to prescribe a broad framework of strategic objectives and critical activities that will re-energize the base of the Union,” her speech, delivered by Okatakyie Nana Anim I, Chairman of the Strategic Development Planning Committee, emphasized.
Mrs. Osei-Asamoah further explained the importance of the plan, stating: “It is said that thoughtful planning will shape and guide an organization for the future. Hence, the purpose of this five-year strategic development plan is to help TOUGHA to focus its goal, work together, and do a better job towards actualizing its vision.”
She described the document as a guiding tool rather than a solution in itself: “I am the first to admit that this Five-Year Strategic Development Plan is not a magic wand in itself or by itself; the document is just a mere pointer in broadly showing the direction that TOUGHA should be moving in and a reflection of the collective aspirations of members within the context of our prevailing circumstances.”
Officially launching the plan, Andrew Egyapa Mercer, Minister of Tourism, Arts and Culture, lauded TOUGHA’s contributions to domestic tourism. He acknowledged their collaborative efforts, such as partnering with the Ghana Tourism Authority on the “Experience Ghana, Share Ghana” campaign.
“You have shown us that tourism is not solely about international arrivals but also about encouraging Ghanaians to appreciate and invest in their heritage. Your initiatives … are highly commendable,” the Minister stated.
He described the strategic plan as both visionary and timely, aligning with the Ministry’s goals of sustainable tourism and community engagement.
“Through this roadmap, TOUGHA has outlined strategic pillars that align perfectly with the Ministry’s own vision of sustainable tourism, community engagement, capacity building and enhanced partnerships. I am confident that together we can achieve these ambitions, creating an industry that is competitive, inclusive, and beneficial not just to members, but for all Ghanaians,” Mercer affirmed.
Capacity Building for Members
Prior to the launch, TOUGHA organized a four-hour refresher training session on creating tour itineraries for its members. The session, led by renowned marketing lecturer, Prof. Kobby Mensah of the University of Ghana Business School, covered critical topics such as tour operator expectations, consumer behavior, and emerging trends in client needs.
Participants described the training as insightful and practical, offering valuable strategies to enhance their businesses. The event underscores TOUGHA’s commitment to empowering its members with the skills needed to thrive in a competitive tourism landscape.
