In a concerted effort to propel Ghana’s tourism sector to new heights, the Mastercard Foundation, in collaboration with CENFRI and the African Tourism Research Network (ATRN), has embarked on a mission that marries data and digitalization with the country’s rich tourist offerings.
The drive for this project is to augment the tourism sector in Ghana, and it’s set to convene in-depth workshops and training sessions, aiming to equip industry players with the skills and knowledge necessary to tackle the unique challenges facing the Ghanaian tourism sector.
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CENFRI Dives into Ghana’s Tourism Sector
Following a One Day Stakeholders’ in Tourism and Hospitality Data and Digitalization Economy workshop held on August 11, 2023, a follow-up workshop is scheduled to take place. The event, led by CENFRI and CDC Consult, will focus on two crucial areas. The first area will offer insights into the state of the Ghanaian tourism sector, shedding light on the critical obstacles preventing its growth and the vast opportunities waiting to be harnessed.
One of the central discussions will revolve around the current use of data and digital technology within the sector, exploring the obstacles that hinder greater adoption of these technologies. Simultaneously, this segment will highlight the numerous advantages that can be unlocked by enhanced data and digital technology utilisation. This includes increased revenue generation, cost-saving in operations, refined customer segmentation and analysis, and overall enhancements in tourism services and products.
Recommendations for Sector Advancement
The second area will delve into actionable recommendations for both public and private stakeholders in the tourism sector, charting a path towards expanding the market. These recommendations will be concrete and contextually grounded, accompanied by practical examples of their implications, their relevance, and the methods for their effective implementation.
The initiative unfolds in two distinct phases. The first phase, scheduled for October 20, 2023, will be an in-depth workshop held at the Fiesta Royale Hotel. This day-long event will gather 75 participants representing academia, private enterprises, and public institutions, providing a comprehensive forum for knowledge sharing.
The second phase encompasses three days, from October 23 to 25, hosted at MEST in East Legon. This segment will concentrate on a hands-on training session led by CENFRI. The training will focus on essential principles of tourism marketing and harnessing data for informed decision-making.
The objectives of this training session are twofold. Firstly, to equip key tourism sector stakeholders with the necessary tools to enhance their businesses and to empower them to share their newfound knowledge and experiences. Secondly, to provide practical guidance, templates, and key materials that can be adopted and tailored for local training sessions. These local training sessions will serve as a cascading mechanism to share the lessons and benefits from the main training event and foster industry-wide growth.
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Mastercard, CENFRI and ATN’s Drive Towards a Prosperous Tourism Sector
In an era where data and digital technology are critical in shaping the future of industries, it is also revolutionising tourism in Africa, offering travellers more efficient and immersive experiences. Mobile apps, GPS, and virtual reality enable tourists to explore remote regions and access real-time information about attractions. Digital platforms facilitate bookings, providing economic opportunities for local businesses, while online reviews and social media empower visitors to share their journeys, enticing more people to discover Africa’s diverse landscapes, cultures, and wildlife.
This joint initiative by the Mastercard Foundation, CENFRI, and ATRN is a significant step in advancing Ghana’s tourism sector. It not only enriches the industry by providing cutting-edge tools and solutions but also positions Ghana as a prominent destination, ready to provide a more fulfilling and tailored experience for tourists. This initiative represents a commitment to innovation, development, and the future prosperity of Ghana’s tourism sector.
