The Ghana Tourism Authority (GTA) has thrown its full backing behind the Ghana Statistical Service’s (GSS) Accommodation Unit Survey (AUS) to gather vital data on the country’s accommodation sector, including both licensed and unlicensed facilities. For businesses in the hospitality industry, this survey presents an opportunity to reshape policies and strategies based on solid, up-to-date data.
Dr. Spencer Doku, Director of Research, Monitoring, and Evaluation at the GTA, emphasized the importance of the survey at a stakeholders’ meeting on October 10, 2024, highlighting its potential to impact business growth.
“Accommodation plays a pivotal role in tourism,” Dr. Doku noted. He stressed that reliable data from this survey will enable businesses and policymakers alike to make smarter, data-driven decisions that can foster sector-wide growth.
With tourism being one of Ghana’s key economic drivers, the AUS will capture critical data points like guest stays, employment rates, revenue, and operational expenses, insights that businesses in the hospitality sector can leverage for growth.
“For the first time, we will have the data needed to shape policies that elevate our tourism sector to international levels,” said Dr. Doku, underscoring how vital the data will be for benchmarking Ghana’s performance against global competitors.
Currently, accommodation spending accounts for 31% to 54% of total tourist expenditure, according to GTA data. For businesses, this statistic highlights the importance of aligning operational strategies with the findings of the survey. However, the absence of comprehensive data has previously limited the sector’s ability to maximize profitability. “We need to address these gaps if we want to compete globally,” Dr. Doku urged.
Regional directors from the GTA are already participating in the survey’s fieldwork, ensuring data is gathered across all regions of the country. Dr. Doku emphasized the necessity of stakeholder support, stating that their cooperation is essential to the success of the AUS.
With the findings, businesses will have the ability to tailor their strategies to meet both local and international standards, potentially boosting their competitiveness and positioning Ghana as a premier destination for tourists and investors alike.
