By D.I. Laary
Koforidua, Sept. 16, GNA – The Eastern Regional office of the Ghana Tourism Authority (GTA) has successfully organised this year’s tourism awards in the capital Koforidua, with a key focus on innovation and digital transformation in the industry.
The event brought together tourism and hospitality management players and stakeholders, who were urged to harness the power of emerging technologies and ideas to drive tourism growth and development.
The awards, held on the theme, “Celebrating Innovation and Recognising Excellence in Ghana’s Tourism Sector,” emphasised the importance of embracing innovation and digitalisation to stay ahead in the competitive tourism industry.
Addressing the gathering, Professor Ishmael Mensah of the Department of Hospitality and Tourism Management, University of Cape Coast noted that attractions alone were not enough to ensure a competitive destination.
He said to ensure success it was imperative for managers to create a blend of services, facilities, and infrastructure that complements natural attractions.
He urged them to harness innovation, celebrate excellence, and avoid pitfalls, saying: “We can create a tourism sector that is both competitive and respectful of our unique identity.”
Professor Mensah advised industry players to introduce new ideas, methods, products, or solutions that create value or improve upon existing products and services.
He cited the Kwahu Easter Paragliding Festival as an example of innovation in action, and as a result of that innovation, many tourism businesses in the eastern region have gained widespread recognition.
He also noted digital technologies have revolutionized the industry globally, with the adoption of computer reservation systems in the 1970s being a major milestone.
The use of digital mobile integration, payment platforms, including mobile money, online platforms, and intermediaries like online travel agents (Expedia) has also become increasingly prevalent.
He stated that many tourism businesses in Ghana still do not have functional websites or regularly update information on their websites, stressing that it is a significant concern, as a robust online presence is essential for attracting visitors and staying competitive.
He noted that the Ghana Tourism Awards have played a crucial role in uplifting the standards of services and facilities by providing motivation to operators, staff, and other stakeholders since its inception in 1997.
“The future of tourism depends on our ability to continually innovate and stay in tune with technology to meet the changing demands of today’s travellers,” he added.
By doing so, he stated, hospitality and tourism managers could provide unforgettable experiences that differentiate their destinations from others.
Ms Dinah Adu-Owusu, Eastern Regional Director of Ghana Tourism Authority (GTA), emphasized the importance of innovation and technology in driving change in the tourism industry.
She noted that the Eastern Region possessed immense potential with endless possibilities but said that fully realising this potential required continued investment in innovation, support for local entrepreneurs, and prioritisation of sustainability.
She expressed the worry that in the Eastern Region, there were very few hotels with a robust online presence, and that, despite widespread internet access in 2024, many hotels in the region still lacked a strong online presence.
“Most tourism and hospitality facilities especially at the lower grade levels do not have functioning emails which is one of the easiest modes of communication and if care is not taken many of our industry players may die out as the tourism industry continues to evolve,” she said.
“The future of tourism greatly depends on our ability to be continually innovative and in tune with technology in order to meet the changing demands of today’s travellers in order to provide unforgettable experiences,” she said.
The 2024 Eastern Regional Tourism Awards celebrated and honoured tourism and hospitality entrepreneurs, media practitioners, and individuals who have transformed available ideas into memorable experiences through innovation and their pursuit of excellence.
GNA
