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Ghana Hosts United Nations World Tourism Organization Conferencepdf print preview print preview
21/08/2015Page 1 of 1
 
The tourism industry stands as Ghana’s fourth largest foreign exchange earner after Cocoa, Gold and Oil & Gas, achieved the target of one million tourist arrivals and is expected to improve on these numbers to generate more revenue for the country.


According to the President, John Dramani Mahama, who made this known in a key note address delivered at the opening of the United World Tourism Organization (UNWTO) conference in Accra, yesterday, the achievement of the one million target was due to aggressive marketing by Ghana at key international fora as well as enhanced engagements with local and international media partners to promote tourist attractions.



President Mahama, therefore, called on participants at the conference and marketers to help change Africa’s negative perception that has been built over the years.


“For many years the narrative of Africa has been negative. It has been promoted in the mindset of many that the continent is backward, under-developed and a disease-ridden jungle where if people are not starving then they are busy killing each other in tribal wars. Africa has a lot going for it, nature, culture, animals, and great friendly people,” the President noted.


In an address, Mrs. Elizabeth Ofosu-Adjare, Minister for Tourism, Culture and the Creative Arts, said Ghana looked forward to reaping significant outcomes from the conference through the exchange of national experiences on country branding and the synergies that would result from expected areas of co-operation.


Mrs Ofosu-Adjare said Africa was recognised as a key tourism destination and that, she said, explained why Ghana needed to put her best foot forward in the quest to harness the immense potential that existed in the international tourism market.


Mr. Taleb Rifai, Secretary-General of UNWTO, in a statement, urged the global community, international media and all tourism stakeholders to be part of the new vision for Brand Africa by sharing the positive stories and experiences of the continent. “A strong tourism sector in Africa can have a transformative effect in the region as a powerful tool for development and a strong tourism sector in Africa depends on a strong image of the region,” he said.


The three-day regional conference which is being organized on the theme: ‘Enhancing Brand Africa- Fostering Tourism Development’ is expected to provide increased awareness, competitiveness, effectiveness and efficiency about how Africa should communicate in the delivery of experiences for its target audience.


The conference will cover a wild range of issues, including; analysing the situation of Brand Africa and its impact on tourism in the region; identifying the key challenges facing Brand Africa and that of African countries; exchanging national experiences on country branding and tourism branding; exploring how African destinations can successfully build a strong brand in an increasingly competitive market place and a constantly changing business environment; and creating synergies among African countries towards greater co-operation in the promotion and positioning of a common African Tourism Brand.
 
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