The Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA) in charge of General Services, Mr. Anang Nsiah, has called for changes in the behaviour of some stakeholders within the tourism value chain, saying reforms are necessary to improve service delivery and protect consumers.
Speaking to the media, Mr. Nsiah acknowledged that stakeholders themselves recognise the need to modify certain practices. He noted that they have raised concerns about challenges such as the multiplicity of taxes and the involvement of several government agencies, all legally empowered to impose charges on their operations.
According to him, the GTA is prepared to play an advocacy role by engaging the relevant institutions to help streamline these issues and create a fairer operating environment for businesses. However, he stressed that engagement will be continuous to ensure that the desired changes are actually implemented over time.
“We have to protect consumer rights while also making sure businesses are able to thrive. In that sense, we are like referees in a match, our goal is to ensure that everyone is treated fairly,” he explained.
Mr. Nsiah cautioned against treating all tourism service providers the same, noting that expectations naturally differ across categories. “You cannot expect the same level of service from a five-star hotel and a roadside facility. There will always be differences,” he said. However, he added that tourism, like all service-oriented industries, is constantly evolving.
“What is considered top-tier service today may change in the next two or three years due to global trends. There is always room for improvement,” he noted, emphasising that Ghana’s tourism industry operates in a global space where visitors compare local services with standards they are used to elsewhere.
“No matter how good we think we are, we can never be complacent. Visitors expect the same level of service they experience in other destinations,” he said.
Mr. Nsiah highlighted infrastructure and service efficiency, such as internet connectivity, as areas where Ghana must improve to remain competitive. Drawing a comparison, he said that in places like Dubai, internet access is almost instantaneous, and complaints are addressed promptly, unlike situations where customers may wait long periods for service without redress.
He acknowledged that not everything within the sector is satisfactory and pointed out the urgent need for training and retraining. As part of efforts this year, the GTA plans to expand its engagement across various segments of the industry, including car rental operators, Uber drivers, front office staff, and food and beverage service providers, all of whom have direct contact with tourists.
“To build a strong service culture, you need a critical mass of well-trained people. That is what we have to focus on,” he concluded.
Writer: Frederick Nortey
