On the surface, the Ministry of Tourism, Arts and Culture’s intent to launch a whole television channel just to showcase made-in-Ghana products and tourist sites is a little commendable because at least they are trying something. Yay? But it feels like a case of working harder and not smarter to cash in on the tourism booty that will be floating around the continent over the next decade.

The sector Minister, Catherine Afeku, at a symposium organised by Black Star International Film Festival last week announced that a license had already been secured for the TV channel which she envisions will help imbue Ghanaians with a new sense of pride in their culture. “It didn’t come easy but we have finally gotten our license. This will give a platform for our festivals, the music, and the shows that never get airtime. That is what the TV channel is all about,” Mrs. Afeku is quoted as saying.

This incoming channel will be the realisation of a promise from the Ministry, also intended to give Ghanaian a platform to showcase their content. We don’t have further and better particulars on this plan but surely, there are more prudent options to achieve the desired objective than investing money and time in a TV channel, which is hard work. If we want an indication of how this may turn out, we need not look any further than our hallowed Ghana Broadcasting Corporation – and that’s probably the best possible outcome.

Generally, on the tourism front, some would argue a comprehensive strategy and policy support is what is needed to court investment and improve the deteriorating infrastructure. There is also the matter of ensuring more inviting environments along with other external issues having to do with liberalised air travel within sub-Saharan Africa, among others. Considering we still cant provide decent toilet facilities at some tourists sites, we have some ways to go.

But using media to provide an outlet for tourist sites and other artistic expressions can’t is key, which is why I want to at least suggest some more prudent and effective outlets the government can resort to instead of investing in a TV channel, which is frankly will be a tedious luxury considering the channel will only be focusing on the domestic front of the tourism coin. Ghana has more domestic tourists, as is the case everywhere else but the higher per capita expenditure of international tourists over domestic tourists and because the dollars they bring means targeting them should be a little more of a priority.

Put our TV licenses to work

First off, we could just make use of the GBC’s existing stations and secure a 1 to 5-minute slot each hour to sell Ghanaians on the idea of the selfies in the backdrop of the regal Boti Falls or making our way to Gambaga to get a close-up feel of alluring Larabanga architecture. The content for these slots could be forwarded to other local stations too, in the name of boosting domestic tourism. It’s really about packaging an experience that assaults our senses and has us itching for a trek around the country – kind of like the little know nation-wide excursion Citi FM organises. I’m pretty sure Auntie Catherine has an idea.

But can the GBC provide an adequate outlet for creatives? That’s another objective of the intended channel. I can’t tell, but if the creatives are half as good as they believe they are, then the GBC will be receiving an upgrade in content. The bar is pretty low for them right now in some eyes.

The issue of supporting local content is a bigger problem that needs its own meditation, however, I doubt a new TV channel owned by the Tourism Ministry will not make a dent in the prospects of the artist bearing out his looking for a break.

Flood the web, target the diaspora and beyond

Impactful and credible web ads have the potential to fascinate and attract tourists to different destinations. You know the 1 to 5 minutes of content that could be making rounds on national TV, which no doubt will have to be to of notch quality and mouth-watering? It could all just be funneled online, mainly via social media. The ads showcasing Ghana’s tourist destinations could target countries with more Ghanaians who may be more likely to make the trip home to spend that hard-earned foreign currency.

I’m pretty sure the government could also resort to some analytics in this regard to target the nations with an eye for Ghana, as well as tailoring content to specific market segments. Yep, it’s hard work.

In the most recent data I could get my hands on, the top eight foreign source markets for tourism in Ghana were Nigeria (19%), the USA (13%), UK (9%), Cote d‘Ivoire (5%), India (3%), Germany (3%), South Africa (3%), and the Netherlands (3%), according to the National Tourism Development Plan (2013 -2027). These countries represent 60 percent of international arrivals.

But if the government is looking for a place to start with the targeted ads, how about China? Maybe it’s about time our East Asian friends did a lot more than galamsey in Ghana.

Maybe a full TV show

The most involving visual medium the Tourism Ministry should be involving itself in is a full TV show. Sitting here, I struggle to think of enough good things that could engage an audience for 20 minutes of TV, let alone a full season of television. But if the Ministry is confident enough to set up a full TV station, then managing a mere 20-minute programme for TV should be koko for them.

Website and web channel

Ghana tourism doesn’t just need a website, but one with just enough engaging content, like immensely tactile digital tours to leave one itching for the real thing like a junkie looking for their drug fix. The website should, of course, be in at least four of the world’s major languages (I suggest English, French, Spanish and Mandarin) and provide a guide to all our regions along with all relevant tourist information, a full list of all accredited hotels, lodgings etc.

The current Ghana Tourism Authority website is fine in this regard. It gives travel tips, offers a nice travel catalog and has some great pictures and the like. But it can improve. Also, its Facebook page seems to be more interested in personalities that national attractions. The authority appears to believe in time travel because its banner image still has an ad for the World Tourism Forum that will come off in October 2017.

These humble points are, all things being equal, better media tools for reaping the tourism dividend. A full TV channel on traditional airwaves is misguided and ultimately the least prudent solution for the problem identified.

How’s Ghana Tourism doing, by the way?

Ghana isn’t doing super on the tourism front. We are still a tier below the powerhouses on the continent like Egypt, South Africa and Morocco. But we’re managing, like the average Ghanaian. The UN Conference on Trade and Development “Economic Development in Africa Report” for 2017 notes that Ghana has received an average of 897,000 tourists between 1995 and 2015.

Ghana made $819 million in international tourism receipts in 2015, which is down from the $840 million average between 2011 and 2014. The growth rate of arrivals between 2011 and 2014 was only 1 percent, way down from the peak period between 2005 and 2008 which was 18 percent. In general, the average growth between 1995 and 2015 is noted as 7 percent in the report. In terms of total export revenues, i.e. spending by foreign visitors, Ghana made $911 million in 2015, again down from the 2011 -2014 period of 997 million. For Africa as a whole, tourism export revenues accounted for 46 percent of total services exports in 2011–2014, while in 2005–2008 when tourism experienced strong growth, it accounted for 53 percent.

Not bad figures on the whole but a mere fraction of what Ghana could be making in ten years if the World Travel and Tourism Council projection come to fruition. So maybe when the sector Minister takes to the podium for the meet the press, she may have some better inspiring plans for the industry.

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By: Delali Adogla-Bessa

[email protected]

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