The Minister for Tourism, Culture, and Creative Arts, Abla Dzifa Gomashie, has called on service providers across Ghana’s tourism value chain to enhance customer experience ahead of the busy “December in Ghana” season. She warned that the country risks losing its competitive edge if visitor-facing standards are not improved.

Speaking to Citi Business News, the Minister highlighted that the success of Ghana’s tourism sector increasingly depends on the “soft infrastructure” that shapes the visitor experience — from airports and immigration to hotels, car rentals, restaurants, and tour operators.

“Tourism is really about movement, and the experience of a visitor is not just about the destination; it’s the entire value chain,” she said.

She noted that while Ghana cannot outspend global tourism markets like Disneyland or Dubai’s mega-sites, it can outperform them through exceptional hospitality and service quality. “What we can offer — which should be free — is a beautiful smile and a wonderful experience,” she said, emphasizing that simple gestures such as offering alternatives courteously and checking guest satisfaction form the “soft part of tourism that doesn’t need money.”

With the peak travel season approaching, Minister Gomashie called for consistency in Ghana’s famed warmth. “December in Ghana is a big deal. Let’s work together to give wonderful experiences to all who are coming back home,” she said, stressing equal treatment for both foreigners and returning Ghanaians.

Highlighting the sector’s economic impact, she said tourism generated more than GH¢4.8 billion last year and expects even stronger performance in 2026 if investments in service quality and ecosystem-wide coordination are strengthened. She also appealed for increased budgetary support to scale industry programmes, while assuring the government of the sector’s commitment to deliver higher returns.

“As we ask for more, we are also pledging to bring in more than we did last year,” she added.

The Minister also commended recent improvements in macroeconomic stability spearheaded by the Finance Ministry and the Bank of Ghana, noting that stable foreign exchange conditions provide a predictable environment for tourism operators and investors.

This call comes at a critical time as Ghana prepares to welcome a surge of visitors during the festive season, reinforcing the importance of exceptional service in driving both visitor satisfaction and economic growth.