hospitality and tourism management in ghana

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MSc. Hospitality and Tourism Management

Postgraduate degree programme, college of humanities and social sciences, tuition fee (gh₵).

16,028.09 - Year1

Accredited by the National Accreditation Board under the umbrella of KNUST

• About programme
• Entry requirements
• How to apply
• Career prospects

The hospitality business is fast expanding and contributes significantly to global GDP. To ensure that Ghana benefits from this expansion, it is critical to provide people with the necessary skills and expertise for roles in this complex, dynamic, and fast-growing industry. This program is designed to provide you with solid management training with an emphasis on the tourism and hospitality industries. You'll learn about growing trends and difficulties in the hospitality business, as well as complex management tools and approaches for dealing with obstacles in the fast-paced industry.

Modules and courses

Mode of course delivery.

The programme is offered through  distance education , a learning oriented system allowing greater flexibility in learning while students continue with their regular professional work. The programme is offered in a mixed mode format. The approach uses print and electronic media in order to be responsive to the needs of the learner and also maximize the use of technology in course delivery.

At the heart of the programme is excellent online learning materials developed by capable and competent resource persons from KNUST and other recognized institutions.

Academic Support Systems/Services

Limited face-to-face facilitated  sessions are provided at all the Learning Centres. These sessions are supported by print and electronic materials, and local learning facilitators who also support and direct students as they work through the resources provided.

The Centres provide learning support to students living in different parts of the country, thus reducing travel expenses.

Learning centres

Head of department, exam officer, programme coordinator.

Dr. Foster Frempong

Applicants must hold a good first degree in any related discipline from a recognized University.

Applicants are requested to carefully read the entry requirements before selecting the programme of choice.

You will need an e-voucher to apply for this programme as a Ghananian student

MSc. Hospitality and Tourism Management

The MSc Hospitality and Tourism Management programme is domiciled in the Department of Marketing and Entrepreneurship of the University of Ghana Business School. The programme is a managerial targeted discipline, and not just operational and vocational. Thus, participants will be endowed with extra managerial expertise in areas such as Accounting, Human Resource Management, Marketing, Operations, among others. It equips students with a wider scope to enable them to manage the hospitality and the tourism industry better. For more information about the programme and course content, kindly download the programme brochure.

COURSE CONTENTS

Get brochure, weekends brochure.

Dr. Raphael Odoom

[email protected]

+233 59 55 08270 | +233 30 396 4478 | +233 30 396 4338

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Department of hospitality and tourism studies.

The Department of Hospitality and Tourism Management develops leaders for the dynamic hospitality and tourism industry. Our programs blend academic rigor with practical skills to produce highly employable graduates.

The hospitality curriculum covers hotel operations, restaurant management, event management, hospitality law, customer service, and rooms division management. Students gain expertise in managing hotels, restaurants, events, and other hospitality sectors through courses and work placements.

The tourism curriculum focuses on destination marketing, sustainable tourism, tour operations, visitor attractions, tourism economics, and cross-cultural management. Students learn to manage destinations and deliver memorable travel experiences that balance business, environment, and local communities.

Experiential learning is integral to our programs. Students complete projects and simulations for real companies and gain work experience through internships. Our graduates are skilled in hospitality and tourism operations, marketing, and strategy across diverse global contexts.  

Many alumni attain positions in hotel management, restaurant management, event planning, destination marketing, tour operations, and more at leading travel companies worldwide.   Our department aims to develop innovative leaders who shape the future of hospitality and tourism.

Programs Offered

• BSc Hospitality and Tourism Management
• MPhil Hospitality and Tourism Management
• PhD Hospitality and Tourism Management

Our programs prepare students for careers including:

• Hospitality Manager 
• Event Planner
• Restaurant Manager
• Cruise Director
• Tourism Officer
• Destination Marketing Manager
• Tour Operator
• Hotel Sales Manager
• Tourism Entrepreneur

Tourism Business Consultant

Head of Department

Prof Foster Frempong

Email: [email protected]

Administrative Assistant

Ms. Emelia Asiedu

Email: [email protected]

Examinations Officer

Dr. Benjamin Appiah Osei

Email: [email protected]

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Elevating Hospitality Excellence in Ghana: Diving into Lancaster Accra Hotel’s Growth and Transformation

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Stéphane Robert, General Manager of Lancaster Accra Hotel

Interview with stéphane robert, general manager of lancaster accra hotel.

Could you provide an evaluation of the tourism and hospitality sectors in Ghana? What is your overall assessment of the industry, and could you highlight any prevailing trends?

Ghana presents a significant opportunity in the tourism sector , given its rich heritage and abundant resources, particularly in ecotourism. The country's historical significance, unfortunately tied to the slave trade, has led to a global interest in organized tours, attracting visitors eager to explore and enhance their cultural heritage. Ghana offers diverse experiences, from the northern to the southern regions, including destinations like Kumasi near the mines, formerly known as the Gold Coast.

The stability of the country plays a crucial role in making Ghana an attractive destination. The historical context, combined with the country's stability, provides a unique appeal to tourists. Notably, Accra serves as a hub for West Africa, ensuring that visitors, whether for business or pleasure, find comprehensive support and amenities. Overall, Ghana's tourism and hospitality sectors benefit from a blend of cultural richness, historical significance, and the country's strategic positioning in the region.

There seem to be numerous opportunities in both the tourism and business tourism sectors. What is your take on the current landscape of the hotel industry here? Are there too many hotels, or do we face a shortage? How competitive is the environment?

Our location is downtown, close to the airport, markets, and the conference fair. I would say we have not reached a point where there are too many hotels; there is still room for growth and business expansion. While the market is not entirely untapped, there is potential for improvement. We receive numerous requests for events and banquets within the sector, prompting our involvement in a substantial project. There are undiscovered opportunities, and I believe this growing business marks just the beginning of a more robust hospitality industry in Ghana.

As for Kumasi, where we also have hotels, the recent opening of an international airport signals significant growth. With only two hotels presently, it is unlikely that this number will remain static over the next five years. International companies, in general, are keen on investing, developing, and expanding their presence. As we transition from Golden Tulip to Lancaster, we are committed to supporting and enhancing our market share in response to these evolving opportunities.

Could you provide insights into the ongoing renovations? We have observed significant changes from the former Golden Tulip, and it seems like there is a lot in progress.

Our overarching plan is to transition from a four-star establishment to a five-star one. We have kick-started renovations in various areas, starting with the public spaces – such as the lobby, entrance, and restaurant. The refurbishment of the rooms is well underway, and two out of the three wings have already been completed. We have refreshed everything, from the carpets to partially updating the furniture and changing the beds, including new mattresses.

In the next phase, we are focusing on transforming into a modern conference center. While the hotel accommodated events with a seating capacity of 120 in the 60s and 70s, the current demand is for more extensive gatherings. For instance, weddings now typically involve a minimum of 150 guests. To meet this demand and elevate both guest experiences and business opportunities, we are constructing a state-of-the-art facility. The main ballroom will have a capacity for around 700 people, spanning the ground floor and the first floor, with the main ballroom accommodating 350 people and additional facilities on both floors for a total capacity of 700 people.

What is the purpose of the new event space? Is it mainly for private events like weddings, or is there also a focus on business functions?

Being situated downtown and in proximity to business centers, we have a unique opportunity to cater to a variety of events. This ballroom is not limited to private parties; it serves a dual purpose by providing a venue for business activities such as product launches, meetings, and conference calls. We are equipped with all the necessary technology to facilitate global conference calls, a feature that has become increasingly relevant since the advent of COVID-19. In essence, it is a versatile space open to a wide range of events. For private parties, we are already accepting bookings for groups of 10 to 15 people, and we have the capacity to accommodate up to 4000 people for outside catering.

How would you describe the food and beverage offerings? What sets you apart in this aspect?

This hotel is renowned for its iconic team lunch, the Sunday brunch, which is widely recognized by Ghanaians. Over the years, this brunch has become a tradition, featuring a live band and a spread of delicacies from various parts of Ghana. We offer diverse dishes, including grass cutter soup, crab, and more. Every Sunday, we cater to approximately 400 guests, making it one of our highly successful recurring events. Additionally, we host themed nights; Fridays feature barbecue, and Saturdays showcase a variety of cuisines, ranging from Mediterranean and African to Indonesian. These culinary offerings contribute to the diverse and vibrant dining experiences we provide at the hotel.

Regarding the externalization of catering that you mentioned earlier, could you provide more details on how this works when people want to host events outside the hotel?

We have two sizable trucks specifically designated for external catering. This service caters to a range of events, from small gatherings like a 10 or 12-person party in your company to business lunches, cocktails, private parties, conferences, and even events at ministries. The scale is quite flexible; for instance, a few months back, we successfully handled external catering for 4000 people over five days.

When dealing with such large-scale catering, there is a meticulous logistics process involved. For instance, when serving 4000 meals, our kitchen operates with three teams doing eight-hour shifts to ensure timely preparation. We coordinate with suppliers to receive ingredients earlier than the usual 6 am, starting at 4 am. Additionally, we prioritize the well-being of our staff, ensuring they are not overworked and arranging accommodations for the five-day event. It is about making sure they are well-fed and rested so they can deliver exceptional service.

Our external catering service is personalized to meet the needs of our clients. We flow with the guests, providing exactly what they have ordered each day, on time, and ensuring the food is served at the right temperature – hot if it is meant to be hot, and cold if it is meant to be cold. We employ specific measures, such as insulated containers for cold items, to minimize any disruptions between the kitchen and the event venue or our clients' homes. Our commitment is rooted in delivering outstanding service and an exceptional guest experience that aligns with their unique requirements.

Lancaster is not a standalone hotel; it is part of a group. Could you shed some light on this group?

Lancaster is a part of the larger Achour Holdings Group, headquartered in Beirut, Lebanon . The group initiated its first hotel, Lancaster Hotel, in Beirut in 2008. Currently, Achour Holdings oversees nine hotels, with a presence in various locations, including five in Beirut, one in Burkina Faso, one in Congo, and the two recently added hotels that are now part of the international brand in Ghana.

Their strategic goal is to extend their development efforts beyond Ghana and Lebanon. Currently, they are actively exploring potential properties in other countries. As part of this expansion, they have recently acquired a hotel, operating under a joint venture. This collaboration involves the former company and the new entity, and it is structured as a lease arrangement. This means they are both paying rent for the property and engaging in simultaneous refurbishments to enhance its overall appeal.

Let's discuss the corporate social responsibility (CSR) aspect. How does Lancaster contribute to the development of the country or the city?

We actively engage in corporate social responsibility initiatives. One significant aspect is our support for orphanages, involving regular donations each year. Additionally, we organize tennis tournaments, not only for the players but also as an investment in the local community. The hotel invests in various ways to uplift the community.

In my view, the country could enhance its social responsibility by further involvement, particularly in agriculture . By focusing on growing local products instead of importing, we can create more jobs within Ghana. Utilizing the existing agricultural skills can lead to increased employment opportunities for the local community, ultimately benefiting everyone.

Looking at the medium term, what is your vision for Lancaster Accra Hotel?

If our plans align as anticipated and we stay on course, we are actively working towards the vision of elevating this hotel to a five-star status. We have committed to this vision, involving both our guests and our staff, and communicating this goal to our shareholders. In less than three years, we aim to transform this hotel into a five-star establishment. The ownership has a project in place to secure the necessary resources for this upgrade, enhancing recreational and leisure facilities to elevate the overall guest experience. Meeting guest needs is fundamental, and we understand this involves continuous training. We have a dedicated training and development manager focusing on on-the-job training to strengthen our staff. Clear policies and standard operating procedures (SOPs) are in place, providing guidance for everyone to understand and follow. This structured approach helps build a robust and capable team. Our ultimate goal is to develop our staff, ensuring everyone operates at their best and addressing any weaknesses collectively to bring the entire team to a higher standard.

Given your extensive experience in hospitality services, we are curious to understand what drives you. What inspires you to wake up every morning and pursue your endeavors?

Passion is at the core of it all. Back when I attended catering school in France over 30 years ago, it was observed that a significant number of individuals dropped out of the hospitality business. However, my passion has kept me going. I genuinely enjoy what I do – my love for hotels, appreciation of good food, and the desire to not just develop individuals but to leave a legacy for future generations.

During early years of career, about 20 years ago, my wife became a significant source of inspiration. She encouraged me to aim higher and strive for continuous improvement. Loyalty is a core value for me, both personally and professionally. I am committed to the success of the company, and I firmly reject any unethical practices. This philosophy, coupled with the support and encouragement from my wife, has driven me to achieve levels I never thought possible.

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TOURISM AND HOSPITALITY INDUSTRY IN GHANA: THE PROSPECTS AND CHALLENGES-Dr Fredrick Dayour

Posted by The Readers Hub | Sep 4, 2020 | SOCIAL MEDIA MONK | 0 |

INTRODUCTION

 As part of its weekly most interactive and educative SOCIAL MEDIA MONK session, The Readers Hub-Gh is pleased to bring to you another informative, insightful and intellectually engaging interaction with one of our ardent readers, Dr Fredrick Dayour.

He is a Lecturer of Tourism and Hospitality at the SD Dombo University of Business and Integrated Development Studies (UBIDS-Wa), Department of Community Development, Faculty of Planning and Land Management. He obtained both his Master of Philosophy and Bachelor of Science in Tourism Management at the Department of Hospitality and Tourism Management, University of Cape Coast. Later he obtained his PhD in Tourism and Hospitality at the University of Surrey, UK. He also earned a postgraduate certificate in Higher Education and is currently a Fellow of the Higher Education Academy, UK.  He is also a Senior Research Fellow at the School of Tourism and Hospitality, University of Johannesburg, South Africa.

EDITORIAL COMMENTARY

The word tourism is derived from the French word ‘Turisme’. It literally means to tour and travel. It is the process of temporary movement in the particular destination undertaken by the human that starts from one point, and ultimately ends at the point where one started the journey from. It is a phenomenon of human character related to tour and traveling at a particular area, locality, sites, places, etc. But traveling without any reason for temporary stay cannot be termed as tourism. Tourism is about people who travel away from their familiar home environment for many reasons.

 In order to know the meaning of tourism, one should also know the simple ideology of tour. Tour is derived from the Latin word “toumel or tourness” Greek word, which refers to circle. The oxford dictionary relates tour as a journey for pleasure, during which one visits several areas. Therefore, one who undertakes such a journey is called as tourist. The word tourism came to be added in the English dictionary only after 19th Century.

Tourism has become a global and highly competitive socio-economic and environmental activity in both developed and developing countries.

 In Ghana it is the fastest growing industry that stimulates other sectors in the national economy, such as agriculture, transport, manufacturing, real estates, industries and others. It is an important vehicle that can be harnessed by developing countries to speed up their drive towards socio-economic transformation.

One school of thought asserts that; tourism is the act of travelling for pleasure; also, the theory and practice of touring, the business of attracting, accommodating and entertaining tourists and the business of operating tours. Tourism may be international or within the traveller’s country.

Today, tourism is a major source of income to many countries and affects the economy of both the source and host countries. The increasing number of tourists and the evolving profile of today’s traveler demand a host of new tourism offering and infrastructure projects.

The hospitality industry is a broad category off fields within the service industry that includes lodging, event planning, theme parks, transportation, cruise line and additional fields within the tourism industry.

In a related development, the term ‘hospitality’ refers to the cordial and generous reception and entertainment of guests or strangers, either socially or commercially. Indians are known the world over for their hospitality ‘Atithi Devo Bhavah’ (‘The Guest is like a God’).

It has been our adage from ancient time. It is because of this heritage that Ghana, with its numerous hotels, has been considered as one of the world’s leading hospitality venues (Raghubalari & Smritee Raghubalan 2010)

Accommodation is a basic need of tourism activity. Without accommodation, it would not be easy to build up tourism even in the world’s most beautiful places. (David Carr, 2011) The service industry also includes hospitality industry which is bifurcated into viz., lodging, and restaurants, planning an event, theme parks, transportation, cruise line, and additional fields in the tourism industry.

It is instructive to note that the hospitality industry is a multi-dollar industry that depends on the availability of leisure time and disposable income. A hospitality utility unit as a restaurant, hotel, or an amusement park consists of multiple groups such as facility maintenance and direct operations (servers, housekeepers, porters, bartenders, management, and human resource).

A wide spectrum of investment opportunities arises out of Ghana’s long-term tourism plans, which can enable the growth and sustenance of the industry. Investors are therefore encouraged to invest in tourist information shops, which are of high demand in some major tourists’ centers in the country particularly Accra, Kumasi, cape coast and some border entry points.

Investors can also consider investing in the tourism financial services; these services are in short supply and as the visitor traffic grows, there will be the need for such services particularly: Credit card Agents or Discount house to offer credit to pay bills at arrears which do not accept credit cards. Foreign exchange Bureau, though these are many, there is more room for improvement. There is also the growing demand for the rental of catering, camping, picnic accessories as well as mobile phone and toilets in Ghana; all in the service of travellers, event organizers etc.

Investors are also entreated to invest on shopping malls. Survey indicates that most visitors to Ghana return home with most of their pocket (spending) money because the country does not offer tempting shopping opportunities despite her wealth in products.

The industry is a labour-intensive and support diverse and versatile labour market, they provide small-scale employment opportunities, such as Travel and Tours, Accommodation Food & Beverage, Transportation, Attractions, Craft Villages, Events & Conferences, and many more, which help to promote gender equity. Tourism has been known to diversify economies, create jobs, generate revenue for governments and stimulate businesses.

Aviation plays a central role in supporting tourism. In Africa, an estimated 5.8% people are employed by influx of overseas visitors, most of whom arrive in the region by air, and contributed $46billion to GDP in African economies in 2014.

The importance of strategic air links cannot be understated; business, leisure, and tourism all require reliable, affordable, frequent connections to key destinations in order to flourish and grow. The increasing number of tourists and the evolving profile of today’s traveler demand a host of new tourism offering and infrastructure projects. A wide spectrum of investment opportunities arise out of Ghana’s long-term tourism plans.

As noted by the UNWTO Secretary General, Dr. Taleb Rifai, in Berlin, (6/03/2015.) “There is nothing like the experience of being with the wonderful, beautiful, warm and hospitable people of Ghana”

Bassing: I feel greatly honoured to be granted the latitude to moderate tonight’s session. My name is Bassing Kamal sitting in for your regular host, Dr Hakeem Tahiru (Dr Tilapia). And to help us discuss the topic held supra is Dr Fredrick Dayour. Please Doc, you are welcome to the Readers Hub most interactive and intellectually engaging weekly session on our Social Media Monk handle.

  Dr Dayour: Thanks for having me and I am equally most grateful for the opportunity to share my thoughts with others on this very important topic.

Bassing: Without wasting much time let’s set the ball rolling. Briefly tell us what the tourism and hospitality industry entails.

Dr Dayour: Tourism is the movement of people outside their usual places of residence/abode for either leisure, business (business tourism), treatment (medical tourism), spiritual reasons (pilgrimage), or entertainment etc. Strictly speaking, the person should have an overnight stay at the destination to qualify as a tourist.

It is instructive to note that, if a person travels outside the usual place of residence for either of the aforementioned and returns to his/her origin in less than 24 hours, then the person is an excursionist and the activity undertaken is an Excursion. E.g. If you travel to Mole National Park and return home the same day, regardless of your origin, you are an Excursionist.

Taking it a step further, there are two main types of tourism: Domestic and International/inbound tourism. The former is about citizens travelling within their own country while the latter is about ‘non-citizens’ travelling into a country for tourism. Hence, we have international tourists and domestic tourists. If a Ghanaian resident   visits Kakum National park for sightseeing and ends up staying overnight, he/she is a Domestic Tourist.

In a related development- Hospitality originates from the Latin word “ hospitum”  which means a place of rest and protection for the ill and weary. Hospitality is about welcoming and caring for a guest or traveler’s needs during a vacation. It involves the provision of services such as food and beverage, accommodation, entertainment, transportation among others. So basically, this is what the industry entails

Bassing: Impressive and very revealing! But then, one may wish to find out

  Is there a symbiotic functional relationship between the tourism industry and the hospitality industry?

Dr Dayour: There is a functional and symbiotic relationship between tourism and hospitality to the extent that there will be no tourism without hospitality and without tourism most hospitality products like airlines, hotels, and restaurants will suffer terrible low patronage or even fold up.  Attractions serve as the initial pull for most ancillary services (Akyeampong and Aseidu, 2002).

When visitors travel for sightseeing involving overnight or return trips, they must have food and beverage, accommodation and other services. Therefore, the hospitality and tourism industry is a system comprising various sub-industries and each industry player must play its role to ensure quality and customer satisfaction

For instance, if a tourist visits Cape Coast and enjoys a tour round the castle and later gets ripped off by a taxi driver or suffers from food poisoning after patronizing a restaurant, these can ruin the entire experience and may invite negative reviews/word-of-mouth which can ward off potential visitors to the destination. Note that a dissatisfied customer, on average, tells 10 other people about their experience (Mensah, 2010). So, all stakeholders need to play their respective roles well

Bassing: This is most revealing and is good the authorities concerned get to know this. That notwithstanding:

In what ways do the tourism and hospitality industry contribute to Ghana’s socio- economic development?

Dr Dayour: The industry is, no doubt, a major contributor to the social and economic development of the country. The industry contributes about 10.3% to Gross Domestic Product (GDP) globally and in Ghana, contributes about 5% to GDP translating into GHC17,497.3 million (Word Travel and Tourism Council, 2020).

In terms of job creation, the industry is responsible for 5.2% (623,000) of all jobs in the economy directly and indirectly (WTTC, 2020). This makes the tourism and hospitality industry the 4th largest contributor to the country’s GDP after cocoa, gold and oil (Oxford Business Group, 2020).

Bassing: So, what have we done right and what have we not done right, as a nation, in the development, and promotion of the tourism industry?

Dr Dayour : That is an interesting one. Going forward, I think Ghana has made progress in developing the tourism and hospitality industry dating back to the pre-1950s when the main market/patrons were the foreign merchants and colonial masters.

Here catering rest stops and camp grounds in the Eastern and Volta regions were mostly patronized by foreigners as part of their pastime activities. Fast forward, the Structural Adjustment Programmed (SAP) in the 80s which was pushed on ailing economies – leading to the liberalization of the economy, saw the penetration of the private sector and foreign companies into the hospitality and tourism industry in Ghana. Successive governments before this time were the main investors in the tourism industry.

I can say we have made good progress in terms of governments’ commitment through the establishment of a dedicated Ministry of Tourism and Ghana Tourism Authority to make policies and ensure standards respectively in the industry.

 Moreover, the proliferation of tourism and hospitality enterprises albeit notoriously urban based is another mark of progress. Tourists arrivals (domestic and international) before COVID-19 have been on the rise with the country receiving nearly 1 million international visitors by the end of 2019 (Ministry of Tourism, 2019) but more needs to be done.

Indubitably, data is the lifeblood of policy decisions in most developed economies but the data situation in Ghana’s tourism industry is one of the major concerns. There is a huge gap in the collection and availability of data and/or statistics on the industry (in comparison to some destinations such as the Gambia, Kenya, South Africa, Tanzania, UK, USA, France, Italy, China, etc.), which the Ministry of Tourism, and the Ghana Tourism Authority (GTA) must bridge.

Most of the countries mentioned, heretofore, with the aid of ubiquitous technology, gather data in real time at their tourism facilities and make them available to the public, especially academics who need such massive survey data for research. This cannot help us track growth (if at all we are interested in doing so) or understand market dynamics in the industry such as consumption patterns, demand, and products and services among others.

Also, as a country, we rely so much on our ‘God-gifted’ traditional tourism resources such as the ecological, cultural heritage and historical attractions, the effort to have a more competitive edge over other countries in Africa especially in Domestic Tourism might be farfetched.

Empirical studies have demonstrated that repeat visits to attractions by Ghanaians are averagely two times (Dayour, 2013). From a personal experience, it becomes almost a lackluster and uninspiring to visit an ecological site such as a game reserve, forest reserve or waterfall for more than once.  I think the simple message here is that Ghanaians want to experience something different or better still have a different and persuasive reason to travel within the country for leisure (Dayour, 2019).

In advanced tourism destinations such as France, UK, USA, China and Germany diverse man-made superstructures including theme parks, amusement parks, casinos and museums among others have been introduced to complement their historical and naturals attractions. Such man-made attractions have a stronger propensity of attracting more repeat visits not only by domestic tourists (e.g. families and groups) but also, inbound tourists.

 The reason is that these amusement superstructures stimulate active participation by clients. Though such investments may require huge capital outlays, especially in the effort to spread them across the country, the Ministry of Tourism, Arts and Culture could either engage the private sector to invest or enter into PPP agreements to develop these superstructures.

In effect, I think there should be diversification of the attraction offerings in the country to include more man-made recreational facilities not only in Accra but possibly in all regional capitals. I strongly believe the range of activities associated with such superstructure, especially theme parks when developed, will whip up the predilection to engage in Domestic Tourism and excursions in Ghana; and in doing so, not only create job opportunities but boost government revenue.

Bassing: Wow! Succinct! Now let’s be more practical. From where you sit,

What is the impact of COVID-19 on Ghana’s hospitality and tourism industry and what can we do to keep the industry running amidst the pandemic?

Dr Dayour: Good question! Willy-nilly, global travel, tourism businesses and leisure have been immobilized by preventive measures put in place by various governments including travel bans, social distancing, city lockdowns, self and mandatory quarantines, and ‘stay home’ campaigns among others.

Data as at August 24 virus shows that the pandemic has resulted in about 23 million confirmed cases, and 806, 4010 deaths worldwide (WTO, 2020), and the tourism and hospitality industry is the worst hit among all the major economic sectors (Gössling, Scott, & Hall, 2020).

Projections by the UNWTO (2020) show that global international tourist arrivals will fall between 58-78% for the year, estimated between US$910 billion and US$1.2 trillion in export revenues from tourism based on how the crisis and travel restrictions pan out.

This global picture is mirrored in Ghana with hotel occupancy rate dropping from 70% to 30% (Mensah, 20202). In total, the industry has lost about $1.7 million in revenue due to the impact of COVID-19 (MoT, 2020). Several workers have been laid off from hotels and restaurants in order to keep overhead cost down.

The above notwithstanding, the gradual easing of restrictions including the operation of open-air drinking sports, tourists’ attractions and the recent opening of the Kotoka Airport will likely improve the performance of the industry in the coming months though some experts believe the industry will witness full recovery in the next 3 years (Mensah, 2020).

While the opening of the airport is likely to increase international tourists arrivals in the coming months, it will not be a smart decision to rely solely on this external source of market because of the general trepidation to travel due to increasing infection rates and the mandatory COVID-19 test that needs to be done at the origin and at the destination (for $150).

These issues may discourage leisure travellers and backpackers (budget travellers) because of the risk of infection during travel and the cost of undertaking a test respectively. Therefore, our best bet is to focus more on and promote domestic tourism.

Unlike International Tourism that is often susceptible to various shocks including but not limited to terror attacks, natural disasters and political instabilities, Domestic Tourism is often more resilient to such shocks. Countries that rely mainly on International Travel receipts suffer more from such uncertainties than those with large domestic tourist markets which can bolster the economy until the destination recovers from the shock (Dayour, 2019).

To this extent therefore, the Ministry of Tourism and the Ghana Tourism Authority need to embark on rigorous promotional campaigns to whip up the need to travel locally and encourage inbound visitors.

Industry players especially Small and Medium Sized Enterprises should also take advantage of the GH¢600 million stimulus package provided by the government to support their businesses out of the crisis.

The state needs to take advantage of the “root tourism” undertaken by the diaspora Africans by re-launching the ‘Beyond the Return’ project when the industry eventually recovers from COVID-19.

Bassing: These are great ideas that government should try to implement. That being said

What are the existential and potential challenges and prospects of Ghana’s tourism and hospitality industry?

  Existential challenges:

1.     Standards of services offered by low scale receptive facilities within accommodation, food and beverage and transport sub sectors is of low quality. There is a serious need to improve standards in order to have a competitive edge over other destinations in the region. Here, the Ghana Tourism Authority needs to reinforce its role as the regulator in that regard to enable the industry meet international standards.

2.     Most roads to tourist attractions especially in the Volta region are in a very bad state and discourage many potential visitors from visiting those attractions. 

3.     There is a lack of relevant statistics on different tourist markets, which makes it difficult to ascertain arrivals and to do forecasting in the industry.

4.     There remain risk concerns among backpackers and other tourists about crime against tourists in our cities.

Potential challenges:   

Theoretically, the attraction of ‘attraction’ declines over time and what become​s​ an attraction today may cease to be an attraction tomorrow. Therefore, Ghana’s over reliance on our heritage attractions without complementing that with other man-made attractions like theme parks/amusement parks to boost domestic tourism may result in a decline of the destination’s attractiveness to domestic travellers.

The proliferation of budget/low scale accommodation facilities in Ghana (Badu-Baiden, Boakye, & Otoo, 2016) creates a relevant prospect for the backpacker market to thrive. The largely youthful nature of this segment suggests many of them travel on constrained budgets – making budget accommodation facilities the most favoured accommodation for backpackers.   

Another potential for growth is the many unexplored natural tourism resources in the country – most of which are found in the peripheries of the country in especially the Northern and Volta regions of Ghana. Most budget travelers seek out the untouched and unexplored destinations of the world (Elsrud, 2001); hence, Ghana’s richness in several unexplored resources makes it ideal for backpacking especially the adventure seekers.

 There is a potential for more resort development across the country. Government can engage the private sector in this regard to spread tourism receptive facilities across the country to make the benefits of tourism more inclusive.

Bassing: Does tourism pose any existential or potential implications for Ghana’s national peace and security? In other words, it is possible that terrorists could enter our country under the disguise of tourists?

Dr Dayour: Unlike the advanced destinations of Europe and Americas where tourism poses some level of risk to their citizenry, Ghana is relatively stable in that regard. Terrorists who disguise themselves as tourists often target other tourists (local or international) as ambassadors of their respective nations and will often go after them. In other words, terrorists seeking to attack the UK for example, can do so by killing its citizen(s) on a tour within or without the country.

Though Ghana has not witnessed any such attacks as yet, the insurgence of extremist groups in Burkina Faso, Mali and others in the region is a wake-up call. There is the need for a surveillance of our borders and attraction sites to ward off such potential threats. Hotels, restaurants, and entertainment center’s need to put in measures to detect, deter and prevent such potential attacks.

Bassing: Though various Governments have shown commitment in their quest to make Accra the cleanest city in Africa, the issue of sanitation seems to be fighting them back. From where you sit:

How poor sanitation management does affect the growth of Ghana’s tourism and hospitality industry?

Dr Dayour: Thanks for the question. Good sanitation management is very important to tourism development to the effect that; destinations that are filthy become a lackluster and often deter potential victors (Mensah, 2012). It is, however, imperative to establish that tourists also engage in unsustainable practices such as noise making, disrespect for local cultures and littering of the environment. Backpackers (youth travellers) are noted for such unsustainable behaviours at the destination (Dayour, 2019).

Ghana needs to up its game on sanitation/hygiene around our receptive facilities and cities especially along the coast where people defecate on beaches. You will remember a Joy News documentary on ‘defecating on the beach’ where one of Ghana kingpin attractions is located i.e. the Cape Coast Castle. Several of such practices are happening on most of our beaches in Ghana which is off-putting.

You will also agree with me that successive governments have been battling with sanitation issues in our major cities for so many years. Destinations that exhibit high standards regarding sanitation/hygiene tend to generate more pull among potential visitors.

The effort to keep Ghana clean requires a stronger enforcement of our laws on sanitation/hygiene. Community task forces on sanitation could be established (if not already in existence) to enforce the laws here. Immediate fines should also be used/considered as done in advanced countries to deter people from such practices.

Bassing: Impressive! Taking it a step further, there is a latent believe that before private multinational corporations from Europe, America and Asia arrive in Ghana – and other natural resource rich African countries – as foreign direct investors (FDIs), they usually come, first, under the disguise of tourists to study our economy performance, political climate, as well as investment prospects and risks.

Is there any positive correlation between a growth in the hospitality and tourism industry and the growth of foreign direct investment in Ghana?

Dr Dayour: Another interesting question. It is a fact that some of those who engage in FDIs in the hospitality and tourism industry of a country were once tourists. Potential investors in other countries can send their agents to targeted countries as tourists to study the economic, political and social climates to determine the feasibility of investing in such destinations.

So yes, there is a positive correlation between growth in the sector and FDIs, such that if potential investors find that a country has the enabling environment in terms of the laws governing investments in the sector, the presence of other tourism/hospitality related businesses, high tourists arrivals as well as political stability and cultural tolerance, they are more likely to come as investors.

 There are many multinational corporations in the accommodation, food and beverage and transportation sub-sectors such as Movenpick, Holiday Inn, Kempinski, KFC, and many airline companies. Though this is good for Ghana, the government needs to maintain a good balance by encouraging domestic investors to invest in the industry to avoid leakages. Leakages come through FDIs in two main ways:

1.     Most often, the top management staffs of foreign companies are non-Ghanaians who often have their salaries paid into foreign bank account with fewer chances of such earnings being spent in Ghana.

2.     In order to maintain quality standards, most of these companies import almost everything needed to operate their facilities including fixtures, food staff and other services hence a large amount of the revenue generated locally is spent outside the country. This reduces the multiplier effect (the extent to which the revenue generated locally through FDI spreads within the local economy) of the revenue generated from FDI in the country.

Bassing: To what extent does climate change pose imminent threat to Ghana’s flora and fauna, and to the Ghana’s tourism industry, for that matter?

Dr Dayour: Weather and climate are essential factors influencing tourism, which is important not only economically but also in terms of human entertainment, relaxation, and recreation. In some parts of the world, the climate itself is the main feature promoting tourism and for further development of tourism, it is critical that climate remains favourable for particular pleasurable activities like Ice Skating in the Polar Regions, Skiing and sightseeing among others.

Climate variability is threatening the very survival of flora and fauna (globally) upon which tourism and hospitality depend and Ghana is no exception. Anecdotal evidence suggests that rising temperatures and erratic rainfalls threaten the survival of wildlife and plant ecosystems especially in the Northern part of the country where these are severe. Especially, erratic rainfalls and the drying up of water bodies resulting from protracted dry seasons are, in part, believed to be causing a decrease in plant and animal species in the country.

QUESTIONS TIME WITH OUR READERS FROM (THE READERS HUB-GH)

Nuhu Zulka: How important is tourism to sports development in Ghana?

Dr Dayour: Thanks for the question Nuhu . Sports tourism is quite well developed in other part of the world but I am not sure of how many Ghanaians travel locally to take part or observe sporting activities at their leisure. It is also not clear how the Ghana Tourism is leveraging that as part of their marking campaigns. But I strongly believe this an important area that could be tapped to boost growth in the industry.

Isaac: Notwithstanding the benefits of the tourism industry you just enumerated, it appears the sector is under resourced by past and present government to enable it perform its core mandate, hence the decline in revenue generation. What is your opinion on this assertion?

Dr Dayour: I couldn’t agree with you more on this Isaac. Until now when we are witnessing some support to the industry by government, the industry was under performing because of this challenge. You will recall that last year Government secured funding from the World Bank to develop about 12 attractions to international standard and I think this is welcome. The marine developing project is yet another important contribution which I believe will boast the industry. But obviously more needs to be done regarding resourcing the industry especially the Ghana tourism Authority in the various regions to carry out their mandate.

Barnabas: Please find out from the guest, as to what are some of the job opportunities available to someone who undertakes tourism and hospitality as a course in the basics and in the universities.

Dr Dayour: Thanks Barnabas .There are many job opportunities here: Those who go through the programme can become entrepreneurs in the accommodation, food and beverage, transport and events sub-sectors. E.g. jobs include hotel, restaurant, and cruise line, event, travel and tours managers, cabin crew, tour guides, and academics. They can also work Ministry of Tourism, Ghana Tourism Authority and other related departments.

Haadi: The tourism Chamber is calling for the testing cost of 150 dollars to be scrapped by government. According to them, the tourist spends not less than 5000 dollars on a trip to tour Ghana. Therefore, government should consider the cost it spends on testing et al, as an incentive to attract more tourists as the many numbers that tour Ghana could make government make more cash to defray the cost it incurred. What’s Doc’s view on the tourism chamber’s position to scrap the 150 dollars testing cost?

Dr Dayour: Thanks, Haadi . To be honest, I feel the $150 for a COVID-19 test will likely deter some budget travellers from choosing GH as a destination. It is a known fact that flight fares to Ghana are quite higher than to other countries which already disadvantages Ghana. So, to pay $150 on arrival for a COVID-19 test may serve to discourage visits and the match anticipated huge visits due to the opening of the airport may be farfetched.

Abdul-Razak: Please Doc! If you have the opportunity to meet the Tourism minister, what advice will you recommend in revamping the Tourism industry?

Dr Dayour: Thanks Abdul-Razak . This is an interesting one and I have already mentioned some already. What is important for me is the diversification of our attraction base to include man-made attractions. The industry depends largely on the natural and historical resources and these easily become uninspiring to visit more than once especially by domestic travelers.

 However, theme parks and other gaming facilities in the various regions will cause much pull among the citizenry of the country hence boast Domestic Tourism.  I admit these may require huge financial outlay to develop but the long-term dividends are enormous.

Bassing: This discussion is becoming more interesting but we have to allow Doc to rest after the day’s work. Sorry to those whose questions were not attended to for want of time.

The Readers Hub is highly indebted to you with gratitude for finding time out of your busy schedule to interact and share with us your deep-seated knowledge on this very important topic held supra!

Doc! We are most grateful. May the good Lord shower his grace upon you in all your life endeavors. (Exodus: 14:14)

Dr Dayour: Many thanks for the opportunity to interact with colleagues. It was nice sharing with all.

Bassing: We are most grateful Doc! Be informed however that, we shall call on you when the need arises next time.

Dr Dayour: No worries. On standby!

Bassing: And to our ardentReaders, all too soon we have come to the end of yet another interactive, insightful and intellectually engaging episode of our Social Media Monk session. We are most grateful to all those who find time to interact and asked questions where necessary. I am convinced beyond ant reasonable doubt that Readers have picked some useful information out of the interaction on the thematic concern stated supra.

Once again, my name has been Bassing Kamal, who sat in for your regular host – Dr Hakeem Tahiru (Dr. Tilapia). Until we meet same time with another interactive segment of the Social Media Monk session next week, do have a fruitful weekend and a restful night.

Bye!………………………………. ………………………………………………. (Exeunt)

NB: Please don’t forget to share after reading for others to also benefit.

Hub Editor : Bassing. A.M.A. Kamal.

( [email protected] )

About The Author

The Readers Hub

The Readers’ Hub is a reading platform aimed at inculcating the habit of reading among its members and the youth by reading at least a book a month. A date is also set to discuss the said book of the month virtually on the Whatsapp platform to see how it can impact the lives of members. It comprises membership across the country and even nationals abroad. There are prominent people on this platform including renowned Journalists, academicians and Medical Doctors. The Hub holds its activities virtually on the WhatsApp platform daily.

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Word of the day, book of the month : july, 2020.

Recent Publications

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​MEC for Economic Development, Tourism & Environmental Affairs, Mr. Siboniso Duma

Mayor of eThekwini, Councillor Mxolisi Kaunda 

South African Tourism  Board Chair, Ms Makhosazana Khanyile  

DDGs of the Department of Tourism

Tourism Kwa Zulu-Natal Board Chair and Board Members 

The City of Ethekwini Executive council  members  

Inkosi Albert Luthuli ICC Board Chair and Board members 

CEO of South African Tourism, Ms Nombulelo Guliwe  

The Executive Management of South African Tourism

The Executive Management of Tourism Kwa Zulu Natal

The Executive Management of Durban Tourism 

The Executive Management of  Inkosi Albert Luthuli ICC

CEOs of Provincial Tourism Authorities

The Executive management  of the Tourism Business Council of South Africa 

Industry Associations,  valued partners, and Our Tourism Stakeholders Valued Media representatives, 

Ladies and Gentlemen

We are less than a month away from gathering at the Inkosi Albert Luthuli International Convention Centre for the 2024 edition of Africa's Travel Indaba.  

I am, therefore, delighted to be here today to share with you, our plans and state of readiness for Africa's premier travel exhibition. 

Africa’s Travel Indaba remains one of the top four global trade travel and tourism trade shows. 

The sheer scale and the number of delegates that attend to this is not only testament to this but also speaks to the value that this trade continues to provide to all delegates.  

The upcoming Africa's Travel Indaba, scheduled to be held from May 13th to 16th, will continue to build on the longstanding successes of this trade event. 

Africa’s Travel Indaba's value lies in its targeted opportunities for networking and connecting to advance meaningful business for buyers and exhibitors. 

With 990 confirmed exhibitors from 26 African countries, including newcomers Burkina Faso, Eritrea, and Guinea, and over 1,000 buyers representing 36 countries, Africa’s Travel Indaba is a truly global trade show that is not to be missed.  

• Key highlights for this show include:  
• Business Opportunity Networking Day – Africa’s Travel Indaba’s dedicated educational day that will be featuring curated content on topics and trends shaping the tourism industry.   
• Speed marketing sessions between buyers and exhibitors and exhibitors with fellow exhibitors.   
• dedicated airline pavilion for airlines serving the African continent.   
• Match-making diary that enables exhibitors to arrange pre-scheduled meetings with key decision-makers from our key tourism source markets.    
• Including the return of the hidden gems pavilion with 120 SMME’s from around the country.   

Given the above, it is clear Africa’s Travel Indaba, is an expression of a continent that has been hard at work to addressing various challenges and barriers to promote seamless travel.  

As you are aware, the show's primary objective is to spotlight Africa's leisure tourism offerings.  As the continent's premier travel and tourism tradeshow, Africa's Travel Indaba is a critical platform for showcasing Africa's diversity and fostering collaboration among its n ations.  

This year's Africa's Travel Indaba theme is "Unlimited Africa," emphasising the vast array of experiences and products available across the continent. 

Through the numerous insight-driven sessions led by various experts from across the globe, Africa’s Travel is a narrative of excellence. 

This is the narrative that encompasses breathtaking landscapes and warm hospitality. 

Africa’s Travel Indaba is a showcase of our collective story as Africans.   Contrary to outdated stereotypes portraying Africa as a "dark continent," the African story is one of resilience and growth - Africa’s Travel Indaba showcases this story best.  

With Africa boasting abundant natural beauty and a variety of outdoor and recreational products that align with these insights, our continent is better positioned to take advantage of the growing demand for African products and experiences. 

Africa's Travel Indaba provides a perfect platform to showcase all we offer.

Africa’s Travel Indaba is proudly Pan African  

The timing of the event in May is not coincidental. 

May holds special significance as Africa Month, a time when we celebrate our African identity and strive to foster unity among the people of our continent.  

Africa Month traces its roots back to May 1963, when the Organisation of African Unity (OAU), the precursor to the African Union, was established.

In subsequent years, following the attainment of independence by all member states and the end of apartheid, in the case of South Africa, there was consensus on the necessity to shift focus from the struggle for decolonisation towards fostering greater cooperation and integration to propel the continent's growth and economic development.

This resulted in the establishment of the African Union, which was officially launched at the Durban ICC in 2002.   

As a firm believer in tourism's significant potential to fuel economic growth and development across the continent, I find it fitting for Africa's Travel Indaba to take place at the same venue where the AU was founded and that it is taking place during the month highlighting our interdependence and interconnectedness as Africans.

Importance of Africa's Travel Indaba

Economic and cultural impacts are central to the success of Africa's Travel Indaba.

The trade exhibition holds immense significance for the tourism sector and the broader economy.  

Our post-event survey reveals that Africa's Travel Indaba 2023 had a total economic contribution of R1.2 billion.  

This was made up of a direct contribution of approximately R408.6 million to the South African economy, while an additional contribution of R776.4 million was either indirect or induced.

Furthermore, Africa's Travel Indaba 2023 created or sustained 2,295 jobs. These include 1,374 direct, 186 indirect, and 735 induced jobs.  

Additionally, the event contributed R75 million to national government taxes.

Despite the subdued economic environment, we are optimistic that the 2024 instalment will match or surpass these figures.

Beyond the economic impact

Africa's Travel Indaba extends its influence beyond the short-term economic impact.  

Our survey further revealed that most attendees are inclined to advocate for South Africa as a destination.  

The survey indicates that 99% of participants will likely recommend South Africa to friends, peers, or colleagues.  

These participants said they adore the vast array of attractions and experiences.

Despite being a long-haul destination, they find the journey to South Africa worthwhile, with no shortage of immersive experiences, local interactions, and sophisticated luxury awaiting them upon arrival.

Insights from last year’s Indaba show that an impressive 99% of the buyers surveyed stated that the exhibitors had met their expectations.

There is something for everyone at Africa’s Travel Indaba, and we encourage all players in the tourism industry not to miss the opportunity to be part of the event.

Contribution of Tourism to Africa's Development

The African tourism sector is already making a substantial contribution to the continent's economy and development.  

According to data released by the World Travel and Tourism Council (WTTC) in November 2023, Africa's travel and tourism sector has the    potential to inject US$ 168 billion into the continent's economy and generate over 18 million new jobs over the next decade.

The report titled 'Unlocking Opportunities for Travel & Tourism Growth in Africa,' studies the historical trends of the Travel & Tourism sector in Africa and provides a forecast for the next decade. 

It also identifies the key opportunities and challenges that, if addressed, could propel the region’s sector to achieve even higher growth. 

The South African example

There is no better demonstration of the power of intracontinental travel than the Kenya-South Africa example which highlights importance of facilitation of intracontinental travel.

Between January and December 2023, arrivals from Kenya recorded a remarkable 99% increase compared to 2022, reaching 42,403 arrivals.  

Visa exemptions resulting in visa-free travel for Kenyans and South Africans between the two countries, as well as targeted destination marketing efforts, have been instrumental in achieving this great success and surge in arrival numbers from Kenya to South Africa  

We are starting to  witness a similar growth trend with Ghana since South Africa and Ghana announced a visa-waiver scheme on 1 November 2023, allowing citizens to travel freely between them. 

The visa-waiver allows for travel for periods of up to 90 days within a calendar year, for purposes of business or tourism.

Strategic partnerships in the aviation and hospitality sectors have also contributed to this growth. As an example, the codeshare agreement between Kenya Airways and South African Airways (SAA), which established direct flights between Nairobi and major South African cities, has enhanced accessibility and convenience for travellers, thereby stimulating tourism between the two countries.

In addition to this, several new routes have been launched here in South Africa since the last Africa's Travel Indaba. These include:

SAA commencing Johannesburg to Sao Paolo flights on October 31, 2023. In September 2023, South African Airways (SAA) announced the launch of the Abidjan, Côte d'Ivoire route, flying three times weekly which started in November 2023. Furthermore,  South African Airways recently announced the resumption of direct operations to Australia, with the first flights departing for Perth in late April in a few days’ time on the 26th of April.   Airlink also announced a new route from Mbombela to Johannesburg and Mozambique, and this route is set to launch a route in July 2024.

These developments underscore the industriousness of the sector, with airline carriers playing a pivotal role.  

Hence, one of Africa's Travel Indaba highlights will be the airline/Aviation Pavilion, connecting aviation industry players with key decision-makers within our continent and across the globe.

The Role of SMMEs in Tourism

Africa's Travel Indaba also plays a significant role in our efforts to promote inclusivity within the tourism sector.  

Drawing from our insights, we understand that travellers seek more than just sightseeing; they crave immersive cultural encounters, delectable culinary experiences, and perhaps the chance to savour our finest wines.  

Above all, they yearn for new, unique, unforgettable experiences that will form the cornerstone of lasting memories.  

The presence of SMMEs at Africa's Travel Indaba, through the Department of Tourism,  ensures that these fresh and unexplored experiences, which enrich our destination's diverse offerings, are showcased fully.  

Through dynamic speed marketing sessions hosted by South African Tourism, in partnership with the greater tourism sector,  we aim to showcase this diversity further, ensuring that all visitors encounter and experience more genuinely unique and memorable offerings.

We all want small, medium, and micro-enterprises (SMMEs) to grow into substantial players in this critical sector of our economy.  

However, we understand such transformation will not occur spontaneously but will require deliberate and sustained effort from all stakeholders.  

For this reason, we have implemented various programmes to ensure that our SMMEs get the much deserved and needed support.

At Africa's Travel Indaba, we continue to do this as we drive efforts of promoting the role of SMMEs, community empowerment, and economic sustainability within the tourism sector.  

The Department of Tourism’s  Market Access Support Programme (MASP) which offers small businesses  an opportunity to travel to and exhibit at national and international tourism trade shows to expose their offerings to more buyers, unlock market potential, grow their customer base and drive sales. 

I am delighted to announce that we will bring more than 120 SMMEs to exhibit at Africa's Travel Indaba this year. I am confident these exhibitors will find their event participation highly beneficial to their future growth.

I am excited that a lot is being done to promote rural and township tourism in South Africa.  

Earlier this year, the inaugural Township and Village Tourism Expo was hosted by the SA Township and Village Tourism Organisation (SATOVITO) at the Cradle of Humankind, showcasing initiatives and destinations that embody these principles, highlighting the importance of sustainable and community-centric tourism practices.

I am pleased that they are also joining us in the room here today and we will later hear from them​.  

Also joining us is a representative from Women in Tourism. Very importantly, this organisation exists to ensure that women are Respected, Recognized, Represented, and Rewarded in the sector.

It is important for me to highlight that the South African government remains fully committed to supporting Women in Tourism and collaborating in investing in mechanisms to address the barriers faced by women in the tourism sector.

Invitations to all delegates  

To our international delegates, we cannot wait to welcome you to  Africa's Travel Indaba, where an unforgettable experience awaits.  

We assure you; you will be  met with a wide variety of African tourism products and experiences ready to be packaged for the full value and benefit of the various traveller preferences and needs.   

As you arrive in our vibrant country next month, you'll be greeted with the warmth and hospitality that South Africa is renowned for.  

Even beyond the confines of the tradeshow venue, the beauty and allure of South Africa beckons.

Whether it's a safari adventure in one of our world-renowned game parks, an immersive rural or township experience or a stroll along the sun-kissed beaches of the Kwa Zulu-Natal province’s 600 km coastline, every moment promises to be filled with excitement.

We also warmly welcome our fellow brothers and sisters from the rest of the African  continent, who will be joining us for this event.  

Together, let us celebrate the spirit of unity and collaboration as we showcase the best of what our beloved African continent to the world.

For those who have yet to secure their spot, we urge you not to miss out on this opportunity to connect, engage, and forge new partnerships.  

Register now and be part of Africa's journey towards a brighter, more prosperous future in the global tourism landscape.

To the members of the media, thank you for your continued support and for contributing to advancing the story of us – the story of an unlimited Africa.  

At this year's Africa Travel Indaba, there will be plenty of stories for you. With topics such as the role of technology in tourism, updates on the latest tourism trends, the role of film and entertainment in destination marketing, more insights on our focus and marketing efforts, and a delightful showcase of our continent’s diverse offerings, there will be no shortage of stories.  

Given the number of exhibitors at Africa's Travel Indaba, there will be a lot of exciting news and developments to report on.

I encourage everyone to take the time to explore some of our attractions and interact with our warm people to experience South African exceptionalism first-hand.

Thank you.​ ​