By Emmanuel Treku – CEO, Inter Tourism Expo Accra
The COVID-19 pandemic has had a devastating impact on Ghana’s tourism industry, which was once the country’s third-largest foreign exchange generator. However, the pandemic has also accelerated digital transformation and innovation in the tourism sector, presenting new opportunities for growth and development. One such opportunity is MICE (Meetings, Incentives, Conventions, and Exhibitions) tourism, a niche area that has the potential to drive Ghana’s economic recovery.
MICE tourism involves hosting international conferences, meetings, and exhibitions, which attract high-spending tourists and generate significant revenue for the local economy. Ghana has the potential to become a leading MICE destination in West Africa, leveraging its rich cultural heritage, diverse attractions, and improving tourism infrastructure.
The private sector has taken the lead in promoting MICE tourism in Ghana, with the staging of the INTER-TOURISM EXPO 2021 at the Accra International Conference Centre (AICC). The event brought together industry stakeholders to discuss the importance of MICE tourism and the need for government support and recognition.
Setting up a Convention and Visitors Bureau (CVB) is critical to promoting MICE tourism in Ghana. A CVB is a destination marketing organization that focuses on attracting and hosting MICE events, providing a one-stop-shop for event planners and organizers. However, Ghana’s CVB, the Ghana Tourism Authority (GTA), needs to be strengthened and empowered to effectively promote MICE tourism.
Ghana’s MICE tourism potential is significant, with the country hosting several high-profile events in the past, including the Organisation of African Unity (OAU) Conference, the Non-Aligned Movement Conference (NAM), and the African Union (AU) Conference. However, Ghana’s MICE tourism industry faces challenges, including inadequate infrastructure, limited air access, and poor tourism service infrastructure.
To overcome these challenges, Ghana needs to invest in MICE infrastructure, improve air access, and enhance tourism service infrastructure. The government must also provide incentives and support for the private sector to develop MICE tourism products and services.
Digitalization is critical to promoting MICE tourism in Ghana. The country needs to adopt a digital culture and deploy state-of-the-art technology systems to attract and host MICE events. This includes investing in digital infrastructure, such as high-speed internet, and promoting digital payment systems.
Ghana can learn from Dubai’s success in developing its MICE tourism industry. Dubai started its journey in 1999 and accomplished its vision of becoming a “Smart City” in 2015. Ghana can adopt a similar approach by developing a national MICE tourism strategy, investing in digital infrastructure, and providing incentives for the private sector to develop MICE tourism products and services.
In conclusion, MICE tourism has the potential to drive Ghana’s economic recovery and growth. The country needs to invest in MICE infrastructure, improve air access, enhance tourism service infrastructure, and adopt a digital culture to attract and host MICE events. With the right strategy and investment, Ghana can become a leading MICE destination in West Africa, generating significant revenue and creating jobs for the local economy.
