Kofi Akpabli: Places and the image game (5)

These special features dotting our landscape are going to interest tourists when they come. After hearing of these attractions, is the expectation of the visitor met when he eventually visits?

One group of people in tourism who have not been appreciated enough are travel and tour services practitioners, which I shall talk about in due course. Another crucial destination service operators are tour guides. In the final analysis, it is tour guides or site guides who actually interpret Ghana to visitors.

 Considering they talk to tourists from all parts of the world, they must know not just about their attraction, but those of other places too. 

The site guide at Paga, for instance, should be schooled on the biology of crocodiles. What species are available in Africa? How long can a crocodile live? How is a croc different from an alligator? 

In the same vein, the guide at Nzulenzo should learn about communities elsewhere that also live completely on water. How different is Nzulenzo from the Ganvie water village in Benin? We are in a global village and a tour guide will not be impressive if he knows only about his local attraction. 

Special events can also be put in place to build or repair an image. Be it a religious, musical or trade affair, an event can be used to generate good business as well as good image.

 A handy example is of course the just-ended FIFA World Cup in Brazil, prior to the event, a section of the world press doubted their capacity to host. But finally, they used the fiesta to communicate a vibrant, friendly and effective Brazil. South Africa managed to do same in 2010. 

Indeed, prior to the 2006 World Cup in Germany, a section of the world had been teasing Germans for what they perceive to be their reluctance to smile and for knowing very little about humour. 

In contrast, we all saw what happened. What the Germans did with that soccer event was to create a big market place and sell everything and anything German with a smile. 

The final strategy for Ghana’s image campaign involves people. Who are the actors in developing, communicating and reinforcing our image? It turns out that every individual who responds to the nationality Ghanaian has a direct stake. 

The strategy involves a symbiotic approach- the image campaign for Ghana must market the Ghanaian as hospitable, tolerant, and talented. Through conduct and achievement, the Ghanaian must also market the country Ghana.

In organisational terms, the campaign would need the support of ministries, NGO’s, immigration officers, local communities, town planners, transport managers, caterers, public utility services, tour operators, taxi drivers, hotel receptionists, etc.

Writer's email: kofiakpabli@yahoo.com

Website: www.kofiakpabli.com