The tourist potential of the Volta Region is not adequately exposed -Director

Mr. Alexander Nketia, Volta Regional Director of the Ghana Tourism Authority (GTA), has said that the tourism potential of the Volta region has not been adequately exposed to the travel and leisure market.

He said the Region was at the bottom of destination preferences despite attractive tourist sites and hotel facilities.

Mr Nketia raised the concerns during a webinar organized by the Ghana Industry Association (AGI) and (GTA) on the theme: “Rebranding the tourism sector in the Volta through local involvement”.

The Director said the number of visitors fell from 55,000 in 2018 to approximately 3,000 just before the COVID-19 shutdown in March 2020.

He said that in addition to the poor road network, limited investment and poor service delivery, the Authority had identified the lack of a “rigorous marketing and promotion strategy” as a major factor hampering the development of the sector.

Mr. Nketia said that collaboration with non-profit organizations, including the Development Institute, towards the creation of a tourism strategy for the Region was sealed.

He said a ‘regional tourism destination management team’ was established that would work with stakeholders, including the Regional Coordinating Council (RCC), and the private sector to document the sites for promotion.

Mr. Nketia said that the Region’s social media and online presence were being improved and called upon stakeholders to work together to accelerate the development of the hotel sector.

“We want to put the Region on the face of the world so that people come here and Volta is on people’s minds.

“Currently the presence of the Region is limited. At the moment we are not in the main triangular grid … the old regular grid … Accra- Cape Coast- Takoradi- Kumasi. We are not part of this, so if we don’t put in an extra effort, there is no way that anyone will see us and want to come here, ”he said.

Mr. Nketia said that the tourism industry in the Region had unique strengths, including the abundant potential of nature tourism, culture and heritage attractions, as well as its gastronomy, adding that it was important that host communities maintain them to attract visitors.

He also touted the Region as a potential destination for agricultural and urban tourism, and said the Tourism Authority will work to deepen nightlife in Ho and other cities.

Mr. Kwame Sowu, Chairman of the Ghana Museums and Monuments Board, said a strategic tourism plan was key to identifying, positioning and marketing the region’s tourism potentials to investors.

He said stakeholders, including AGI, RCC and the House of Chiefs, must work together to produce “a strategic plan that is sustainable both within and outside the Region.”

Mr. Sowu called for a boost for the local tourism experience and said that exclusive tourism items from the region should be packaged properly.

He also said that facilities and services need to be standardized, mentioning that significant progress is being made in improving the country’s historic attractions and hospitality services.

Madam Fafa Motte, executive director of Memory 360 Tours, said the poor roads and difficulty in accessing the sites discouraged customers “even from the region to visit.”

He noted that information at most sites was poor, while support services were not readily available either.

He called for a change in attitude towards tourism in the Region, saying, “we need education about the need to get outdoors and create memories.”

The CEO also advocated for a sustained media campaign and competitive pricing, saying that tourism clubs in schools could help instin outdoor instincts in the next generation.

Anthony Bells Kafui Kanyi, regional president of the Ghana Journalists Association (GJA), said that the region’s tourism growth curve was promising and recommended that stakeholders consider mass tourism and promotional packages to attract more customers.

“Volta has a brand in tourism, but the brand is weak,” he said.

Mr. Kanyi appealed to the local authorities to maintain sanitation education in tourist enclaves to make them attractive and added that the GJA was identifying and promoting sites throughout the year.