A tourism and hospitality expert, Mr. Kofie, has called for a comprehensive, policy-led transformation of customer service delivery in Ghana’s tourism and hospitality industry, arguing that service excellence must be treated as a national economic priority rather than a private business concern.
Speaking in an interview with the Ghana News Agency in Accra on Friday, Mr. Kofie emphasized that government policies, effective regulation, and strong industry standards are key determinants of how visitors experience Ghana as a tourism destination.
“Government policy sets the tone for service culture. When leadership takes service seriously, the entire tourism and hospitality ecosystem follows,” he said.
Policy as the Foundation for Trust and Competitiveness
Mr. Kofie explained that Ghana’s current regulatory framework — which covers licensing, safety, and staff training — already provides a solid base for service quality, but requires stronger enforcement and accountability mechanisms.
He cautioned that policies must move beyond paperwork to influence real behaviour and outcomes.
“Policies are not just bureaucratic checkboxes; they form the foundation of trust. You cannot build a world-class destination on weak standards. Both local and international guests expect consistency, professionalism, and genuine hospitality,” he said.
He proposed that government shift from a punitive approach to an incentive-based system that rewards service excellence through awards, tax benefits, and public-private partnerships.
“When businesses see that investing in service pays off, standards rise naturally,” he noted.
Building Human Capital for Service Excellence
Mr. Kofie stressed that service quality is ultimately a human capital issue, calling for sustained investment in training, coaching, and professional development across the sector.
“If we embed service culture into tourism curricula, national tourism campaigns, and continuous professional development, we will build a workforce that sees service not as a task but as a national brand asset,” he said, citing Rwanda and Dubai as models Ghana could emulate.
Stronger Public-Private Collaboration Needed
He urged closer coordination between the Ministry of Tourism, Culture and Creative Arts, the Ghana Tourism Authority, and industry players to create a service ecosystem where both government and private operators share responsibility for service delivery outcomes.
“Strong public-private partnerships create a service ecosystem where everyone is accountable, and everyone benefits,” he added.
Policy Recommendations for a Service Revolution
Among his proposals was the development of a National Customer Service Policy specifically tailored to Ghana’s tourism and hospitality sector. The policy, he explained, should define service benchmarks, strengthen accountability, and promote a shared culture of excellence.
He also called for the establishment of service academies and certification pathways under a proposed “Service Ghana” campaign, to professionalize the sector and ensure continuous learning.
“Tourism is one of our biggest economic opportunities. If we want to compete with Rwanda, Kenya, or South Africa, then service excellence cannot be optional — it has to be policy-driven,” he said.
Technology and Innovation as Enablers
Mr. Kofie further urged the integration of technology and innovation into Ghana’s tourism strategy. He envisioned a future where visitors could access a 24/7 multilingual service portal, powered by digital tools such as customer relationship management systems and real-time feedback platforms.
“Technology should enhance every customer touchpoint, from airports to hotels to tourist sites,” he said.
Turning Hospitality into a National Brand
Concluding, Mr. Kofie underscored that Ghana’s natural warmth and friendliness must now be matched by structure, professionalism, and urgency to make the country a truly competitive global destination.
“Our people are welcoming, and our story is powerful. Now we must match that spirit with world-class service systems. When we do, Ghana will not only attract more visitors, but retain them — and turn them into ambassadors for Destination Ghana.”
