Customer-Service Drive Strengthens Ghana’s Tourism Offer

Capacity-building session at Labadi Beach Hotel sets operational benchmarks

On 18 February 2026 a one-day capacity-building workshop at Labadi Beach Hotel in Accra gathered tour operators and stakeholders to tackle front-line service gaps identified across Ghana’s visitor journey. Organised by the Tour Operators Union of Ghana (TOUGHA), the session focused on practical improvements — from enquiry response times and reservation accuracy to transfer logistics and airport drop-off coordination — with the aim of aligning daily operations to international service expectations.

Event overview and immediate outcomes

The training was led by Priscilla Wellington, Chief Executive Officer of Customer Service Africa, and opened by TOUGHA President Yvonne Donkor. Ekow Sampson, Deputy CEO for Operations at the Ghana Tourism Authority (GTA), framed the exercise as part of a broader national push to standardise service quality. Key takeaways included standardized complaint-handling protocols, incorporation of basic digital literacy for front-line staff, and commitments to regular internal audits by operators.

Modules delivered during the workshop

• Customer interaction skills: empathy, cultural sensitivity, and professionalism in face-to-face and remote communication.
• Operational consistency: checklists for transfers, tour briefings, and handover to ground partners.
• Digital reputation management: managing online reviews, rapid response templates, and social media etiquette.
• Quality assurance: setting measurable service benchmarks and escalating unresolved complaints.

Systemic service weaknesses identified

Speakers highlighted recurring operational faults that undermine guest experience: frontline staff with limited product knowledge, inconsistent communication, unprofessional demeanour during peak hours, and process delays at key touchpoints. The GTA warned that, in a digital era, a single negative experience amplified online can deter thousands of potential visitors within hours.

Strategic response: GTA’s nationwide programme

To scale improvements, the GTA announced a forthcoming nationwide customer service training programme covering all regions. The plan includes establishing uniform service benchmarks, integrating ethics and complaints handling into operator licences, and strengthening quality assurance systems across businesses. The stated objective is to ensure that marketing promises match the on-ground experience.

TOUGHA’s role and industry expectations

TOUGHA was commended for proactively leading capacity-building rather than waiting for regulatory imposition. Both industry and regulatory voices emphasised that one-off workshops are insufficient: sustainable change requires continuous training cycles, supervisory oversight, and clear performance accountability within companies.

Historical context and evolution of Ghana’s tourism services

Ghana’s tourism trajectory over the past two decades has shifted from asset-led promotion to a more experience-centred approach. Historically, marketing leaned on cultural heritage, festivals, and coastal attractions such as Labadi Beach and Cape Coast castles. However, inconsistent service delivery at hotels, tour desks, and transport providers has intermittently limited conversion from interest to bookings.

Efforts to professionalize the sector accelerated after increased competition across West Africa and the arrival of international carriers and tour operators. Training initiatives — often piecemeal and donor-driven in earlier years — have progressively given way to domestic institutional frameworks, with the GTA and industry bodies now prioritizing operational standards and digital-ready customer service practices.

Implications for marine and coastal tourism

Given the event’s beachfront venue and Ghana’s growing interest in coastal and marine offerings, improved service standards have direct bearing on sailing, charter operations and related recreational activities. Better-trained staff improve the booking experience for shore excursions, day charters, and fishing trips; seamless transfers and professional captains increase repeat custom; and robust complaint-handling reduces reputational risk for marinas and boat hire businesses.

Practical guidance for tour operators and marine providers

• Implement role-specific training for shore-excursion coordinators, skippers, and marina staff.
• Adopt digital reservation systems that synchronize boat availability with hotel and airport transfers.
• Introduce quality checklists for pre-departure safety briefings and passenger handovers to captains.
• Monitor online reviews weekly and respond using approved templates to protect reputations in global markets.

Operational checklist for charter readiness

• Confirm vessel paperwork and insurance 48 hours before departure.
• Run a guest briefing covering safety, itineraries, and local conservation rules.
• Assign a single point of contact for transfers, captain communication and emergency response.

Forecast: what this means for international tourism

As destination choice becomes increasingly experience-driven, service quality will be a deciding factor for travellers assessing competing African markets. If Ghana’s planned benchmark programme is implemented consistently, the country can expect higher conversion of online interest into confirmed bookings, stronger repeat visitation, and improved standings on consumer review platforms. For the coastal segment, cohesive service delivery could stimulate demand for day charters, yacht visits, and boating activities — widening the market for local captains, marinas, and marine service providers.

In summary, the Labadi Beach training signalled a shift from asset-focused promotion toward operational excellence. By embedding professionalism, digital readiness, and quality assurance into everyday practice, Ghana aims to protect its reputation, amplify returns from tourism, and unlock new opportunities for marine leisure activities, from small-boat excursions to larger yacht charters.

GetBoat (an international marketplace for renting sailing boats and yachts) is always watching how destination-level service improvements affect the recreational water sector. Improved customer service in Ghana can increase demand for yacht and boat charter, encourage more visitors to rent vessels for beach and gulf excursions, and support growth in marinas, superyacht visits, and local boating activities. Whether travellers seek a captain-led fishing trip, a day-sailing experience, or to rent a boat for a coastal picnic, higher standards in hospitality and operations will make Ghana’s beaches, clearwater coves, and coastal destinations more attractive. For those looking to plan charters or rent boats to enjoy the sea and ocean around Ghana’s coast, explore options on GetBoat.com.