The Ghana India Trade Advisory Chamber (GITAC) has appealed to the media for their support to promote the country’s tourism sector.
Mr. Dominic Oduro Antwi – the Chamber’s President, noted that the media holds a massive responsibility to educate the global community about the Ghanaian culture and the various tourist sites in order to increase visitor numbers and rake in foreign exchange.
According to him, the relationship between GITAC and the media is essential and complex since tourism depends highly on media reportage and projections, adding that: “positive media projections are important because most travel decisions are made by people who have never seen or been to the destination first-hand.”
Mr. Oduro Antwi, who is also the President of the Global Africa Trade Advisory Chamber (GATAC), explained that tourism ‘was and is’ one of the biggest industries in the country.
The GATAC President further averred that the media is a crucial partner in the tourism value chain, noting that consistent media projections would increase both national and international awareness about destinations, and influence tourists with the intention to visit the country.
“There was a time when people used to travel for adventure and explore new places with no previous idea of how the place is, but now due to technology, travelling is much more an activity of leisure, and people want to know all about the places they are going. The media, therefore, plays a key role in helping them to do so.”
Mr. Dominic Oduro Antwi
Mr. Oduro Antwi also emphasized that the media has a very powerful impact on the life of the 21st century people, and therefore urged the government to support the media to boost and promote tourism culture, which is now a huge part of the local economy.
Deputy Minister For Tourism Courts Media Support
To add to the voice of Mr. Oduro Antwi, the Deputy Minister of Tourism, Arts and Culture – Mr. Mark Okraku Mantey, has also disclosed that the tourism sector, one of fastest-growing industries in the country, needs media support to sustain progress.
According to him, the sector contributed US$2.1billion to the economy in 2021 and was estimated to have generated about US$2.3billion by the end of the year 2022, making it one of the fastest-growing sectors, adding that: “If well promoted, the sector has potential to contribute to economic growth and job creation.”
Against this background, Mr. Okraku said the support of the media is needed to highlight key tourist attraction sites across the country so as to attract more tourists, both internal and external.
“The tourism industry has become a vital stimulant to other sectors of the economy, such as agriculture, real estate, manufacturing and transportation; hence, the need to highlight, promote and support the sector to attract more tourists and investors for the greater development of the country.
“The media has a critical role to play when it comes to promoting and protecting our culture, heritage and tradition as well as tourism. It has the responsibility to let the people know this fundamental truth of how well the sector is doing, and draw international attention to the several historic and tourist sites in the country.”
Mr. Mark Okraku Mantey
Reiterating the important role of the media in the preservation and promotion of the culture and heritage of people, Mark Okraku said over the past three years, a lot of diasporas have come to Ghana and some continue to come; therefore, the need to leverage the power of the media as a tool to make the culture of the nation influence economic development.
He commended the media for initiatives, such as the Waakye Summit, Akple and the Gobe Festival held recently to throw more light on local delicacies.
“There is a positive correlation between culture and economic growth of people, and the media must understand this as well as the important role marketing plays in achieving development.”
Mr. Mark Okraku Mantey
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