Tourism Marketing and Training In Ghana
We were commissioned by the Commonwealth Secretariat to prepare a tourism marketing strategy and training plan for tourism in Ghana. A number of trips were made to Ghana over the period 2001-2 to undertake an assessment of existing markets, a product review with recommendations for development and a practical, short-term marketing plan for the Ghana Tourist Board and their private sector counterparts.
The development proposals included recommendations for improvement of local attractions and regeneration projects in Accra. The marketing plan set priorities amongst a series of low-cost initiatives and proposed realistic facilitation measures that reflected the limited resources available. We also helped the counterparts target specialist European tour operators and other agencies interested in Ghana's special interest, cultural and natural eco-tourism products. In parallel, we delivered five tourism training programmes focused on a range of identified needs e.g. tourism awareness, tour guiding, conference facilitation and product development.