The Tour Operators Union of Ghana (TOUGHA) has partnered with Africon, an AI education and consultancy services provider to strengthen the digital capabilities of tour operators through a one-day capacity-building programme focused on the use of Artificial Intelligence (AI) in tourism marketing and business operations.
The training, held at the Sunlodge Hotel in Accra, brought together members of TOUGHA for practical learning and knowledge exchange on how emerging AI tools can be applied to improve the way tourism businesses market Ghana, reach potential visitors and deliver memorable experiences.
The programme focused on equipping participants with practical knowledge of AI tools that can enhance tourism marketing, increase visibility, streamline business operations and support the creation of more personalised and exceptional visitor experiences.
The Africon team was led by Gideon Asare, who is also a member of TOUGHA.
Speaking at the opening of the programme, TOUGHA President, Ms. Yvonne Donkor, said tour operators could not afford to remain on the sidelines of the technological revolution transforming the tourism industry.
She noted that the way travellers discover destinations, research experiences, make travel decisions and share their journeys was changing rapidly, making it imperative for tourism businesses to adapt to new technologies.
“Ghana has an extraordinary tourism story to tell,” Ms. Donkor said, pointing to the country’s forts and castles, festivals, traditional communities, beaches, wildlife, cuisine, creative arts and heritage connections with the African diaspora.
She, however, stressed that having attractive tourism resources alone was not enough, arguing that Ghana must also improve how it markets its attractions, tells compelling stories and reaches the right audiences.
According to her, AI offers significant opportunities for tourism businesses to better understand their markets, create and personalise content, analyse visitor behaviour, improve customer communication and develop targeted marketing campaigns.
She added that AI could be particularly useful to smaller tour operators with limited resources, enabling them to compete more effectively in an increasingly digital marketplace.
“AI is not here to replace the tour operator. It is here to make us better tour operators,” she said, emphasising that the knowledge, passion, local expertise and human connection provided by tourism professionals remained essential.
Ms. Donkor described the training as more than an introduction to a new technology, saying it was part of TOUGHA’s broader effort to prepare its members for the future of tourism marketing.
She encouraged participants to experiment with the tools, ask questions and identify practical ways to apply their new knowledge to their businesses, including attracting prospective visitors, developing itineraries, communicating with clients and promoting destinations.
She said TOUGHA considers continuous capacity building critical to strengthening Ghana’s tourism industry, adding that more innovative, professional and competitive tour operators would enhance the country’s ability to compete for visitors both within Africa and globally.
The TOUGHA President also expressed appreciation to Africon for partnering with the Union and to the facilitators and members who participated in the programme.
She urged members to embrace AI with “curiosity, responsibility and ambition”, with the ultimate objective of using technology to tell Ghana’s tourism story more effectively, increase the country’s global visibility, strengthen tourism businesses and deliver exceptional visitor experiences.
The training forms part of TOUGHA’s ongoing commitment to providing industry-relevant training and strengthening the professional capacity of its members as Ghana seeks to position itself as a more competitive and attractive tourism destination.
