Question

1. You have been appointed as the Marketing Manager for the Ghana Tourism Authority (GTA). Discuss in detail your advice to the CEO on how to promote Destination Ghana.

Answer 1

The business traveller segment comprises high-value travellers who are not very pricesensitive and prefer to travel and stay in comfort. They generally stay for short periods and stick to the urban business hubs. At the other end of the value spectrum, substantial numbers of students and volunteers visit the country. This segment travels to and stays in less-developed rural areas of the country. They are highly price-sensitive and most facilities and services catering from them are at the budget travel level, run by local business people and communities. Overseas Ghanaians returning to visit their friends and relatives comprise a third major segment of visitors to Ghana at present. However, they prefer to stay either in their own houses or with friends and relatives and thus their tourism spend is limited.

This shows that Ghana has not captured its potential yet as it could market itself as:

• an extended city/holiday destination for the residents and expatriates in neighbouring countries and for domestic markets
• a cultural destination for the US, European and domestic markets
• a soft adventure destination for both international and domestic markets
• a special interest destination, for example, for bird watching

We recommend markets to be targeted in the short-, medium- and long-term based on how tourism in Ghana will develop over the years, general world tourism trends and the expected funds available and the cost of marketing. However, all opportunities to market Ghana should be taken when they arise.

During the first five-year period, the current markets should be consolidated and some special interest market segments targeted. At this stage, Ghana should have improved and tested the product offer with overseas Ghanaians, expatriates and volunteers, business people and leisure travellers from neighbouring countries. Therefore stakeholders should be ready with their products for more intensified marketing actions aimed at international markets targeting mainly the more experiential travellers (FIT and small group) keen to immerse themselves into the Ghanaian way of life.The public-private sector-working group should evaluate the marketing activities on a yearly basis. At the end of each evaluation a more in-depth image and market research should be conducted to analyse a) the effect of the branding strategy and b) the effectiveness of the marketing strategy, actions and promotion.

In order to implement the promotional campaign, the following activities should be undertaken:

• Launch a Public Relations (PR) campaign using press releases, information briefings, hosting travel and general feature journalists and TV film crews, celebrity endorsements (e.g. footballers) and publicity events
• Conduct advertising and promotion for the travel trade including familiarisation tours, trade shows/fairs, tour operator/travel agent presentations, tour operator support, and trade advertising
• . Conduct advertising and promotion for the public

  Considering how beautiful Ghana is, there are a few things that can be done to improve tourism in Ghana and make it more convenient and attractive. Below are four ways to improve tourism in Ghana:

• Maintaining the Site:
  • It’s common to see sites that have run down over the years due to lack of maintenance. Let’s keep the natural exquisiteness that is a part of Ghana’s soul.
• Providing all in one Packages:
  • Working together with other local businesses to provide a nature experience, food and bed and breakfast.
• Incorporate Culture:
  • Culture is the core of Ghana’s past, present and future, and its increased incorporation into every aspect of tourism.
• Create an online/social media presence
• The importance of a regularly updated website and social media presence cannot be understated! That is normally the first point of contact for most potential customers.