The Tour Operators Union of Ghana (TOUGHA) has called for stronger collaboration between government and private-sector stakeholders to transform Ghana’s tourism industry, improve professionalism and create a more attractive environment for investment.

The call was made at the union’s Annual General Meeting (AGM) on October 30, 2026, held under the theme, “Transforming Tour Operations for Sustainable Growth: Professionalism, Domestic Tourism and Artificial Intelligence.”

President of TOUGHA, Yvonne Donkor, said the theme was timely, stressing the need for tour operators to improve service delivery, embrace innovation and position Ghana as a competitive tourism destination.

She emphasised that professionalism must remain central to the operations of tour companies, urging members to uphold high standards in service delivery, ethical conduct, safety and customer satisfaction to build public confidence in the industry.

According to her, increased attention to domestic tourism would create business opportunities, support local communities, generate employment and contribute to a more resilient tourism sector.

On the growing influence of artificial intelligence (AI), Donkor encouraged tour operators to embrace emerging technologies to improve efficiency and competitiveness while preserving the human interaction and personal touch that define the tourism experience.

She said the AGM provided an opportunity for members to assess their achievements, address industry challenges, strengthen collaboration and agree on practical strategies for the future of tour operations in Ghana.

Donkor also announced that the union marked 25 years since its establishment in 2025, describing the milestone as an opportunity to celebrate the collective efforts that have built TOUGHA into an important organisation within Ghana’s tourism and travel industry.

She called on members to remain united, innovative and committed to the sustainable development of the sector.

Meanwhile, Vice-Chancellor of Cape Coast Technical University, Prof Kwaku Adutwum Ayim Boakye, appealed to the government to provide greater regulatory, financial and technical support to tourism industry stakeholders.

He expressed concern over the challenges confronting businesses in the sector, noting that the absence of regular public-private partnership engagements had made it difficult for industry players to address issues affecting their operations.

Prof Boakye observed that tourism businesses often struggle to access financing, unlike other sectors, including religious institutions, which he said were more likely to receive financial support from banks.

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He also called on the media to give tourism greater attention as a distinct area of national development rather than placing it largely within the entertainment and showbiz space.

According to him, although tourism and entertainment intersect in several ways, they are different sectors, with tourism being broader and involving complex economic, cultural, educational and business activities that deserve dedicated media coverage.

He recalled that some major media organisations had dedicated tourism programmes in the early 2000s and urged media houses to revive similar platforms to promote public understanding of the industry.

The Vice-Chancellor further called for stronger collaboration between academia and industry, arguing that practical industry experience and academic knowledge must complement each other to strengthen tourism education and service delivery.

He stressed that neither academics nor industry practitioners could achieve meaningful progress in isolation, adding that both sides depended on each other for the growth and sustainability of the sector.

Also addressing the gathering, Otumfuo Manwerehene, Nana Baffour Dr Ossei Hyeamann Brantuo VI, called on TOUGHA members and other tourism stakeholders to work together to accelerate the development of Ghana’s tourism sector.

He stressed the need for the industry to make significant progress and become more attractive to investors, particularly in areas connected to tourism and entertainment.

Representing the Chief of Staff, Deputy Presidential Spokesperson Shamima Muslim said President John Dramani Mahama had several plans aimed at supporting the tourism industry and creating an enabling environment for operators.

She called for stronger cooperation between TOUGHA and government to ensure the growth of the tourism, hospitality and entertainment industries.

Muslim said such collaboration would help advance the government's tourism agenda and make it easier for industry players to contribute to national development.

AM

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