Weak customer service delivery continues to undermine tourism growth

Mr. Emmanuel Frimpong, Tourism Consultant, Analyst and Advocate, says weak service delivery continues to undermine tourism growth, visitor satisfaction, and repeat arrivals to Ghana.

This, he said, also threatened the country’s competitiveness and image as a preferred destination.

Ghana’s tourism potential remains unmatched in the sub-region, hence stronger collaboration among Government, the Ghana Tourism Authority (GTA) and industry stakeholders was needed to address the persistent problem of poor customer service delivery in the tourism and hospitality sector.

In an interview with the Ghana News Agency in Accra over the weekend, he said addressing the issue required a coordinated, multi-sector approach rather than blames directed at a single institution.

“The Ghana Tourism Authority has a clear statutory role in licensing, regulation, training facilitation and setting service standards. However, the GTA alone cannot ensure good service at the frontlines. That responsibility must be shared with private operator, employees, and other tourism stakeholders who interact directly with visitors.”

He stressed that government, through the Ministry of Tourism, Arts and Culture and the GTA, must lead policy direction and provide the enabling environment, including training support, enforcement of standards and incentives for compliance.

“Without strong regulatory backing and structured training pathways, service standards will continue to vary widely across establishments,” he said.

Mr. Frimpong, who is also the Founder of African Tourism Research Network, urged the private sector to invest in staff development, implement consistent service protocols and create feedback systems to measure customer satisfaction.

“Tourism enterprises must move beyond viewing customer service as optional. It is an investment that determines whether visitors return or recommend Ghana to others,” he noted.

He also called on local governments and communities to play active roles in promoting professionalism among market vendors, transport operators, tour guides and artisans who often serve as first points of contact for tourists.

“The experience a visitor gets at a craft market or a food joint contributes just as much to Ghana’s image as a five-star hotel. That means every level of the service chain must uphold the same values of courtesy, efficiency and respect.”

Mr. Frimpong proposed a shared accountability framework where the government and GTA would provide regulatory oversight and training, private operators drive service quality and innovation, and civil society amplifies feedback through reviews and public recognition of excellence.

He also called for the introduction of a national customer-service certification programme, visible classification for visitor sites, and an incentive scheme to reward businesses that consistently meet or exceed service benchmarks.

He said, “The path to a competitive and sustainable tourism sector lies in partnership. Government, GTA and industry stakeholders must act together to make excellent customer service the hallmark of Ghana’s tourism identity.”

 “If we align policy, practice and passion, Ghana can become not just a place people visit once, but a destination they always want to return to.”

 Source: GNA

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