The Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA), Gilbert Abeiku Aggrey, has emphasized the need for tourism and hospitality operators to prioritize service excellence to sustain the sector's growth and strengthen Ghana's competitiveness as a tourist destination. He made this statement at the Western Regional Tourism Awards in Takoradi, where he highlighted the industry's growing demand and significant economic opportunities. Aggrey stressed that sustaining growth requires consistent service quality, customer satisfaction, and memorable visitor experiences.
According to Aggrey, tourism and hospitality are major contributors to Ghana's economy, ranking behind gold and oil. He described the industry's growing demand as a significant opportunity, but also a challenge that requires operators to focus on sustaining their achievements rather than merely celebrating them. Aggrey urged industry players to commit to service excellence, stating that becoming successful is one thing, but maintaining that success is the real challenge.
The Western Regional Tourism Awards, held under the theme "Celebrating Excellence Beyond Borders – The Black Star Experience," brought together industry stakeholders to recognize outstanding contributions to tourism and hospitality. Aggrey noted that awards should not only recognize outstanding performance but also motivate businesses to improve their standards and remain competitive in an evolving industry. He emphasized that customer satisfaction is central to business sustainability and urged operators to prioritize quality service delivery.
Aggrey reflected on Takoradi's tourism history, describing the city as once renowned for its vibrant hospitality industry and nightlife, particularly during the 1980s and 1990s. He cited popular social destinations, including Harbor View, and stated that the Western Regional capital has significant potential to reclaim its position as a leading tourism destination. Aggrey stressed that tourism development goes beyond promoting physical attractions to include the quality of hospitality, customer care, and services offered to visitors.
Aggrey identified Ghana's warmth, friendliness, welcoming culture, peace, and stability as key advantages in attracting international visitors. He stated that the country could strengthen its position in the global tourism market by combining its cultural heritage with consistent service excellence. Aggrey acknowledged the wildlife and natural landscapes offered by other African destinations, but noted that Ghana's tourism appeal is strongly rooted in its culture, heritage, and hospitality.
Citing tourism industry figures, Aggrey stated that Africa recorded approximately 81 million international tourist arrivals in 2025, while Ghana received about 1.9 million visitors. He also indicated that Ghana generated approximately US$4.8 billion in tourism revenue in 2025, highlighting the sector's contribution to the national economy. Aggrey called on industry leaders to improve service delivery to attract more visitors and increase tourism's economic benefits.
The Western Regional Director of the Ghana Tourism Authority, Henry Yeleduor, also urged tourism practitioners to improve service quality, embrace innovation, and adopt strategies to sustain their businesses. He challenged industry players to become ambassadors of service excellence by sharing skills and mentoring other establishments, particularly emerging businesses. The Western Regional Tourism Awards aimed to recognize outstanding contributions to tourism and hospitality while encouraging operators to raise service standards and promote Ghana's tourism potential beyond its borders.
Key points
- Tourism is Ghana's third-largest GDP contributor after gold and oil.
- Deputy GTA boss urges tourism operators to prioritize service excellence.
- Ghana received about 1.9 million visitors and generated approximately US$4.8 billion in tourism revenue in 2025.
