The Chief Executive Officer of Pacific Tours, Dr. Kwesi Eyison, has described the government’s new flagship tourism programme, the Black Star Experience, as a timely and strategic rebranding initiative designed to reposition Ghana as a leading global tourism destination.
In an interview with the Ghana News Agency, Dr. Eyison said the initiative represents a well-thought-out consolidation of Ghana’s diverse tourism offerings under a unified national identity. He explained that the programme aligns with modern marketing principles by creating a cohesive “corporate brand” for Ghanaian tourism, supported by a variety of “product brands” in the form of the seven thematic pillars.
“The Black Star Experience is fundamentally a rebranding effort,” Dr. Eyison stated. “It brings together existing tourism assets—festivals, art, music, fashion, cuisine, film, and heritage—into one emotionally resonant and internationally appealing identity.”
He added that while the initiative is not a complete departure from past efforts, it repurposes Ghana’s tourism assets in a way that better communicates their value to global markets.
Dr. Eyison, however, cautioned against an over-reliance on the creative arts, calling for a more balanced approach that also promotes nature-based tourism, business tourism, and medical tourism.
“There is currently a strong emphasis on the creative sectors, which is important,” he said. “But tourism is expansive and integrative. We must ensure that all aspects—from ecotourism to heritage and wellness—are adequately represented.”
He also pointed to persistent gaps in customer service across the sector, urging an industry-wide focus on training in emotional intelligence, ethics, and professionalism to ensure high-quality visitor experiences.
“You can have the best sites and experiences, but poor service delivery can ruin it all,” he warned.
On the issue of infrastructure, Dr. Eyison stressed the need for both physical and digital improvements. He cited roads, internet connectivity, and tourism-friendly policies such as visa regimes as critical to the success of any rebranding initiative.
“In today’s world, if tourists can’t share their experiences online in real time, then we’re missing an important piece of the tourism journey,” he said.
While commending the visa-on-arrival policy for African nationals, he urged government to extend similar visa facilitation to visitors from the Americas, Europe, and Asia—especially those travelling for business, education, or healthcare purposes.
Dr. Eyison called for stronger public-private collaboration, noting that the private sector is ready to partner with government to scale up growth in the sector. He also advocated for the elevation of the Tourism Ministry to Cabinet level, given tourism’s cross-cutting impact on finance, infrastructure, education, and communications.
“Tourism is not a standalone sector. It influences and is influenced by nearly every other ministry. We need to elevate its strategic importance,” he said.
Dr. Eyison concluded by encouraging all stakeholders, including the media, to treat tourism as a key driver of national development.
“Tourism is one of Ghana’s low-hanging fruits with the potential to create jobs, drive entrepreneurship, and boost sustainable development. The Black Star Experience should become a unifying symbol around which we rally,” he said.
