What Ghana Can Learn From Other Countries In Destination Marketing.

Tourism anywhere in the world is a great income generator.its an opportunity that needs more attention if it must attract tourists. While a lot of factors like peace and security make a destination attractive, branding of a destination wets the taste buds and serves as a motivation to visit a destination.

My travel around the world has given me a very good appreciation of different countries and how they prioritize tourism. Let’s for a minute focus on the Brand SA or the Maldives, we can consider Mauritius too if you like.

I love South Africa and all of it, its people as well as its sights and sounds and how their government constantly make the country attractive via promotions. Just recently while away in Europe, I experienced again awesome promotion of a country and selling points that would make you want to book your next holiday to that destination.

While my country Ghana has a lot of scenery and awesome places to visit, its promotion internationally has not been the best. Every year, we attend different tourism events, key to which is the World Travel Market (WTM) which is hosted each year in London with the potential to attract many people from different walks of life who are interested in buying tourism packages. The unfortunate thing however is that, the creativity put in to make visitors interested in Ghana, isn’t the best and least attractive.

My comparison of WTM in 2013 and fast tracked to 2017 of Ghana has seen very little improvement. The question however is, what makes it difficult for the tourism authority to implement great ideas that they see each time they travel and what are the barriers if any that prevents them from achieving them?

Let me show you what I mean. In 2013, this is how the architecture of the Ghana stand looked like.

Ghana Stand, WTM 2013

Now, let’s compare it to 2017 and see what actually changed.

Ghana Stand at WTM 2017

Look very closely and see if there has been significant change 4years on, and each time, the country visits London for the travel market, which makes me question a lot of things. Do the authority lack creativity in selling Ghana better? I think that it would be great to start a conversation in this regard.

Let me share with you the structures of other countries and you be the judge.

A bit of Malawi at the WTM 2017

To stand out and be different, Malawi decided to import a bit of its architecture from home to give people the feel and taste of the country.

A spark of Madagascar at WTM 2017

While the Madagascar stand isn’t too different from the Ghana one, compare the two and see how attractive and appealing this is. The word is not be boring, but exciting, tourism represents holiday, seeing new things and having fun, it should not be static like Ghana has depicted each year.

Finally, find below the presentation of Botswana

Botswana at WTM 2017

The little things can make significant impact if we pay attention to the details.

While I would like to show you more, I would want to end here and engage the Ghana Tourism Authority with ideas that are inexpensive and can help the country promote its tourism better to attract more. I had asked tourism expects to rate Ghana’s marketing initiative in WTM the past years and have all given a 5 out of 10 when we could be at 8 and easily with a lot of ideas that can be implemented. To be the tourism destination in the sub region, Ghana must spend time and money on promoting the destinations.