Tourism Consultant and Advocate, Mr. Emmanuel Frimpong, has warned that weak customer service delivery continues to undermine Ghana’s tourism growth, visitor satisfaction, and the country’s competitiveness as a preferred travel destination.
He said despite Ghana’s unmatched tourism potential in the sub-region, persistent lapses in service quality remain a major barrier to achieving sustainable sector growth.
Addressing this challenge, he explained, it requires stronger collaboration among the government, the Ghana Tourism Authority (GTA), and industry stakeholders.
Mr. Frimpong said improving customer service cannot rest solely on the GTA. “The Ghana Tourism Authority has a clear statutory role in licensing, regulation, and setting service standards.
However, it alone cannot ensure good service at the frontlines. That responsibility must be shared by private operators, employees, and all tourism stakeholders who interact directly with visitors,” he noted.
He urged the Ministry of Tourism, Arts and Culture and the GTA to provide policy direction, structured training, and strong regulatory support to ensure consistent service standards across the sector.
“Without strong regulatory backing and structured training pathways, service quality will continue to vary widely across establishments,” he added.
Mr. Frimpong, who is also Founder of the African Tourism Research Network, called on private sector operators to invest in staff development, establish feedback systems, and view customer service as a strategic investment rather than an option.
“Customer service determines whether visitors return or recommend Ghana to others,” he said.
He emphasized the role of local governments and communities in improving visitor experiences, noting that market vendors, transport operators, tour guides, and artisans often serve as tourists’ first points of contact.
“The experience a visitor gets at a craft market or food joint contributes just as much to Ghana’s image as a five-star hotel. Every level of the service chain must uphold courtesy, efficiency, and respect,” he stressed.
Mr. Frimpong proposed a shared accountability framework, in which government and the GTA provide oversight and training, private operators drive quality and innovation, and civil society amplifies customer feedback through reviews and public recognition of excellence.
He also recommended the creation of a national customer service certification programme, a visible classification system for visitor sites, and an incentive scheme to reward businesses that meet or exceed service benchmarks.
“The path to a competitive and sustainable tourism sector lies in partnership,” Mr. Frimpong said. “If we align policy, practice, and passion, Ghana can become not just a place people visit once, but a destination they always want to come back to.”
