By: Isaac Asare
In a quest to revolutionize the tourism and hospitality industry in Ghana and beyond, the Africa Tourism and Research Network, ATRN has teamed with MEST Africa and other development associates to introduce a new wave of skilled web developers and digital marketers to the sector. This partnership, which is to enhance the digital footprint of African tourism businesses was the focus of a successful stakeholder breakfast engagement held recently in Accra.
The day’s event brought together key players from various sectors of the tourism and hospitality industry.
Speakers highlighted the critical need for businesses to embrace digital tools and platforms to stay competitive in the rapidly evolving global market.
Opening the session, Executive Director of ATRN, Emmanuel Frimpong, said changes in today’s competitive business environment calls for holistic approaches relevant to providing young people with decent employment opportunities whilst improving their skill set to create jobs and contribute to economic growth.
“Africa Tourism and Research Network is focused on training, capacity building, digitization, and research. Our goal is to ensure that young people who finish school have viable opportunities in the tourism and hospitality sector,” said Frimpong. “By collaborating with MEST Africa, we can help these businesses manage their online presence effectively, allowing them to focus on their core operations while also tapping into the growing online market” He added.
The partnership between ATRN and MEST Africa is particularly timely, as recent research has shown that a significant portion of tourism operators in Ghana are not fully leveraging digital platforms. In a presentation on GROW Coalition Overview, Liana Tamakloe-Ekuadzi, Programs Manager at MEST Africa, disclosed that less than 60 percent of tourism operators do not have a website, and a staggering 82 percent of travelers make their reservations using website and online platforms and 30 percent of tourism companies do not utilize social media for their businesses. More so, only 25 percent percent of these operators regularly collect and analyze data to inform their business decisions, and only 35 percent of operators have invested in cyber security systems to protect their online assets.
“The tourism industry needs to adapt to the digital age, and we are here to help make that transition smoother,” said Tamakloe-Ekuadzi. “Our GROW program is designed to equip young people with the skills needed to thrive in the digital economy, and we are excited to see how these talents will transform the tourism sector.”
The GROW program, which stands for Ghana Online and Remote Work Program, GROW offers intensive training in digital marketing and web development with the view to bridging the gap between the growing demand for digital services and the availability of skilled professionals in Ghana. According to her, interested applicants are made to undergo a rigorous selection process and receive hands-on training through a combination of classroom sessions and virtual internships.
The training program is to support participants find local and international employment opportunities within the wide array of remote and freelance jobs engineered by the fast growing digital Economy. This she noted to help gradates to gain remote work in different spaces and also create a pathway for them to pivot into tech. Ms Tamakloe-Ekuadzi lauded the effort between MEST and its implementing partners including Generation Ghana and the MasterCard Foundation for initiating such a move to empower young graduates. She encouraged interested persons to take advantage of the opportunity to be tech entrepreneurs.
Executive Secretary of the Ghana Tourism Federation, Caleb Cofie, echoed the relevance of the joint initiative, stating that it aligns perfectly with the industry’s need to embrace technology to remain competitive. “COVID-19 has shown us that to be competitive, we must embrace technology. This partnership with ATRN and MEST Africa is a step in the right direction to make Ghana a hub of hospitality and tourism,” He remarked.
A Call to Action
Speaking to GBC’s Isaac Asare at the sidelines of the event, the President of ATRN, Emmanuel Frimpong said the initiative has received widespread support from various sectors within the tourism and hospitality industry, with stakeholders expressing their readiness to collaborate and integrate the trained web developers and digital marketers into their businesses.
“We are excited about the potential of this program to transform the way the tourism industry operates in Ghana and beyond,” Frimpong said in closing. “This is not just about creating jobs; it’s about building a sustainable future for our young people and our industry.”
As the program rolls out, the ATRN and its partners are looking forward to further engagement with industry stakeholders and government bodies to ensure the success and scalability of the initiative, ultimately contributing to the economic development of Ghana and the wider African continent.
Participants were rapturous with testimonials from businesses and young talents that have already benefited from employing graduates of the GROW program. Beneficiaries include Theophilus Nuer and Angeli Teyvi. Feedback was overwhelmingly positive, with many stakeholders expressing their eagerness to continue collaborating with ATRN and MEST Africa.
The Ghana Tourism Authority and the Ministry of Tourism and Culture have also shown interest in supporting the initiative, recognizing its potential to drive economic growth and job creation in the country.
As the tourism industry continues to evolve, the importance of a strong online presence cannot be overstated. The traditional methods of marketing and selling products and services are rapidly becoming obsolete, with online platforms now playing a crucial role in reaching global audiences. By harnessing the power of the internet and digital tools, African tourism businesses can not only survive but thrive in the competitive global market.
The ATRN-MEST Africa partnership is set to play a pivotal role in this digital transformation, providing tourism operators with access to seasoned talent and innovative solutions. As more businesses embrace digital strategies, the future of Africa’s tourism industry looks increasingly bright, with opportunities for growth, innovation, and economic development on the horizon.
