As nations strive to enhance their tourism appeal, the role of the private sector to elevate hospitality standards becomes increasingly critical.
The recent call from the tourism minister urging the private sector to embed culture and excellence in hospitality reflects a broader understanding of how these elements elevate a destination’s attractiveness.
Tourism has emerged as a vital component of global economies in recent years, significantly contributing to employment, cultural exchange, and community development.
The Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, urged the private sector to embed culture and service excellence at the heart of every hospitality experience.
“In every hotel room, every tour vehicle, every restaurant, there must be a sense of who we are,” the Minister said at the official launch of the Eagles Hospitality School in Accra. “Every guest we serve is an ambassador, and every moment is a chance to shape a global perception of Ghana; hence, there is a need to train for excellence, not just for jobs.”
The event, which drew leading figures from the hospitality, tourism, and education sectors, marked what the Minister described as “not just the opening of an institution, but the beginning of a movement for service excellence in Ghana.”
Drawing on her upbringing in Burma Camp, Hon. Gomashie emphasized the foundational values of discipline, respect, and cultural pride — values she said must guide every interaction within the tourism and hospitality industry. She expressed concern over the fading use of culturally respectful phrases such as “Yes, please,” and simple gestures like standing to greet.
“The true value in tourism is not measured by the size of our attractions alone. It is found in the warm smile of a receptionist, the cultural depth of a tour guide, and the memorable encounters that make visitors storytellers when they return home.”
Hon. Abla Dzifa Gomashie
Cultural integration in hospitality is not merely an aesthetic choice; it is a strategic necessity. Tourists today seek experiences that resonate with local traditions, values, and practices.
According to a report by the World Economic Forum, travelers increasingly prioritize cultural experiences over mere sightseeing, indicating a shift in consumer preferences toward immersive and authentic encounters.
For instance, hotels and restaurants that showcase local art, cuisine, and customs create a unique atmosphere that distinguishes them from competitors.
This cultural embedding not only enriches the guest experience but also supports local artists, craftsmen, and producers, thereby contributing to the local economy.
Moreover, culturally aware hospitality fosters a sense of belonging and connection for visitors. When tourists engage with local culture, they are more likely to develop a deeper appreciation for the destination, leading to positive word-of-mouth marketing and repeat visits.
This phenomenon is exemplified by destinations like Bali, where the integration of traditional Balinese culture in hospitality has created a unique brand identity that attracts millions of tourists annually.
Excellence as a Cornerstone of Hospitality
While cultural integration is essential, it must be complemented by a commitment to excellence in service. The hospitality industry is inherently competitive, and businesses that prioritize exceptional service quality stand out in the crowded marketplace.
Excellence in hospitality encompasses various aspects, including staff training, customer service, cleanliness, and attention to detail.
According to a study published in the Journal of Hospitality Management, establishments that prioritize service excellence experience higher customer satisfaction and loyalty, which directly correlates with increased revenue.
To achieve excellence, the private sector must invest in comprehensive training programs for employees, emphasizing the importance of cultural sensitivity and customer service skills.
For example, hotels that train their staff to understand and respect cultural differences create a more welcoming environment for international guests. This not only enhances the guest experience but also empowers employees, fostering a culture of pride and engagement within the workforce.
The tourism minister’s call to action also highlights the importance of collaboration between the private sector and local communities. By engaging with local stakeholders, businesses gain insights into the cultural nuances that make a destination unique.
This collaboration takes many forms, from sourcing ingredients from local farmers to partnering with local artisans for decor and design.
Furthermore, community engagement initiatives enhance a business’s reputation and build goodwill among locals. For instance, hotels that support local festivals or cultural events not only enrich the visitor experience but also demonstrate a commitment to the community.
This symbiotic relationship fosters a sustainable tourism model where both visitors and locals benefit.
The tourism minister’s appeal for the private sector to embed culture and excellence in hospitality is a timely and necessary call to action.
By integrating cultural authenticity and committing to service excellence, businesses enhance the visitor experience, support local economies, and preserve cultural heritage.
As the tourism industry continues to evolve, the private sector must embrace this holistic approach, recognizing that the future of tourism lies in the delicate balance of culture, community, and exceptional service.
In doing so, they will not only attract more visitors but also contribute to a sustainable and enriching tourism landscape that benefits all stakeholders involved.
READ ALSO: Aboagye Challenges Bias in Dankwah’s Election Polls
