Minister Gomashie Challenges New Hotel Execs to Redefine Ghana’s Hospitality Brand

Accra, Ghana – Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, has called on the newly sworn-in executives of the Ghana Hotels Association (GHIA) to spearhead a new era of growth, innovation, and global competitiveness for the country’s hospitality sector. The directive comes as Ghana records robust post-recovery performance in tourism.

Speaking at the swearing-in ceremony in Accra, Dr. Alphonse Kumaza, who delivered the Minister’s address, highlighted the sector’s remarkable resurgence. International tourist arrivals have surpassed 1.1 million, generating over $3.8 billion in receipts, with projections expected to approach $4 billion. Kumaza further noted that hotel occupancy rates have improved significantly across key cities, including Accra, Kumasi, Takoradi, and Tamale.

Describing the election of the new executives as both a vote of confidence and a call to duty, Minister Gomashie urged the leadership to look beyond mere increases in visitor numbers. She emphasized the need to maximize value per guest through superior service delivery, differentiated experiences, and stronger destination branding.

“The focus must shift to enhancing revenue and pricing strategies, standardizing service quality, investing in workforce training, and adopting digital systems to strengthen our global competitiveness,” Gomashie stated.

The Minister also reaffirmed the government’s commitment to supporting the sector through initiatives such as the Black Star Experience, alongside efforts to improve access to finance and strengthen public-private collaboration.

A New Vision for the Association

Incoming GHIA President Victor Minta pledged a results-driven and inclusive leadership, outlining five key transformational pillars to reposition the industry. Minta stressed the importance of structured advocacy and called for reforms in regulatory frameworks to ensure broader industry participation.

Minta announced several strategic initiatives, including:

• Establishing a dedicated credit union for industry players.
• Developing a local hotel booking platform to improve visibility.
• Introducing a leadership summit to foster dialogue and innovation.

Highlighting the private sector’s role, Minta noted that while the industry remains a major contributor to employment and national revenue, it requires a more enabling environment to thrive. He specifically called for transparency and accountability in the utilization of tourism levies and development funds.

Cultural Integration and Community Support

Representing the Ga Mantse, Nii Kojo Ashifie Papanyira, underscored the cultural and economic significance of the hospitality industry as a vital interface between Ghana and the international community. He encouraged hotels to actively promote Ghanaian culture, suggesting the introduction of dedicated cultural experiences for guests.

Papanyira also advocated for the use of local languages in hotel spaces to reinforce national identity. He specifically highlighted the use of the Ga word “Obaake” (welcome) as a symbol of cultural pride.

The ceremony concluded with a tribute to the outgoing executives, recognizing their contributions and calling for continued support to ensure a smooth transition. The event was attended by key stakeholders across the hospitality value chain, underscoring a collective commitment to advancing Ghana’s tourism narrative.