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Dr Kwesi Eyison, the Chief Executive Officer of Pacific Tours, Friday lauded the Government’s flagship tourism programme; the Black Star Experience, describing it as a strategic rebranding initiative aimed at repositioning Ghana as a compelling global tourism destination. In an interview with the Ghana News Agency in Accra, Dr Eyison said the initiative represented a timely and well-thought-out consolidation of Ghana’s diverse tourism assets under a unified identity.
“I think it is a good initiative, which is fundamentally about rebranding. In marketing, we distinguish between corporate and product branding, and what we are seeing here is an attempt to brand Ghana’s tourism offerings as one cohesive corporate identity, with individual products, which are the seven pillars, forming the backbone,” he said. He noted that the seven pillars, which include festivals, art, music, fashion, cuisine, film, and heritage, would provide visitors with a packaged yet diversified Ghanaian experience.
“Essentially, the Black Star Experience is not a complete departure from what we have done in the past. Rather, it is a repurposing and repackaging of our existing tourism assets to speak in a fresh and emotionally resonant voice to the global market,” Dr Eyison added. However, he expressed concern over the heavy focus on the creative arts, saying there was the need for balance.
“There is a strong tilt towards the creative arts, which is commendable, but we must not lose sight of other core aspects of tourism. Tourism is an integrative and expansive concept, and we need to ensure fair representation across all sectors, from nature and heritage tourism to business and medical tourism,” he said.
Dr Eyison highlighted gaps in customer service within the tourism industry, calling for enhanced skills training in areas such as emotional intelligence, ethics, and professionalism to elevate visitor experiences to international standards. “We can showcase all the glamour and attractions, but without quality service delivery, we risk undermining the entire Experience,” he stated.
On infrastructure development, he stressed the importance of both hard and soft infrastructure, including roads, internet connectivity, and supportive policies such as visa regimes. “If tourists cannot share their experiences in real-time due to poor internet, then we are missing a key part of the modern travel journey,” he said.
Dr Eyison commended the visa-on-arrival policy for African nationals and urged the government to extend similar visa facilitation to visitors from the Americas, Europe, and Asia, with a focus on business, medical, and educational tourism. He underscored the need for stronger public-private partnerships in the sector, noting that the private sector was ready and willing to engage with government to drive growth.
Dr Eyison called on the President to consider including the Minister of Tourism in Cabinet, stressing that tourism was inter-sectoral, affecting areas such as finance, infrastructure, communication, and education. He further urged all stakeholders, including the media, to embrace tourism as a tool for economic development. “Tourism is one of the few low-hanging fruits that could drive youth employment, entrepreneurship, and sustainable development. The Black Star Experience should be our rallying point,” he noted.
Source: GNA
