The Tour Operators Union of Ghana (TOUGHA) has reaffirmed its commitment to improving service delivery within Ghana’s tourism sector with a one-day customer care and service excellence training held on Wednesday, February 18, 2026, at the Labadi Beach Hotel.
The capacity-building programme brought together tour operators and key industry stakeholders as part of TOUGHA’s ongoing efforts to raise professional standards and enhance visitor experiences across the tourism value chain.
The training was facilitated by Priscilla Wellington, Chief Executive Officer of Customer Service Africa, who guided participants through practical approaches to delivering consistent, high-quality customer service in a competitive global tourism environment.
Welcoming participants, TOUGHA President, Yvonne Donkor, described the training as both timely and strategic, stressing that customer service has become a critical differentiator for tourism destinations worldwide.
“Tourism is not merely about destinations; it is about experiences. And experiences are shaped by people,” she noted. “From the very first email enquiry to the final airport drop-off, what our clients remember most is how we made them feel.”
She emphasised that tour operators are ambassadors of Ghana, with every visitor interaction contributing to the country’s global image. According to her, professionalism, responsiveness, empathy, cultural sensitivity and attention to detail must remain the hallmark of every TOUGHA member.
Ms Donkor encouraged participants to engage actively in the training and to apply the lessons learnt within their respective organisations, underscoring that capacity building is a continuous process rather than a one-off activity. She said sustained improvements in service delivery would position Ghana as a preferred tourism destination on the African continent.
Also addressing the gathering was Ekow Sampson, Deputy Chief Executive Officer in charge of Operations at the Ghana Tourism Authority (GTA), who commended TOUGHA for taking proactive steps to address customer service challenges within the industry.
He acknowledged Ghana’s rich tourism offerings, including its cultural heritage, festivals, ecotourism attractions and stable democratic environment, as well as the steady growth in visitor arrivals and tourism receipts in recent years. However, he noted that poor customer service remains a persistent challenge across several touchpoints in the tourism value chain.
Mr Sampson observed that common complaints often relate to inadequate product knowledge, weak communication skills, unprofessional attitudes, delays in service delivery and inconsistencies in service standards. He cautioned that in the digital age, a single negative experience amplified through online reviews and social media can significantly harm a destination’s reputation.
“Customer service is not just an operational issue; it is a national economic priority,” he stated, announcing that the GTA will soon roll out a nationwide customer service training programme across all regions. The initiative, he said, will standardise service benchmarks, promote professionalism and ethical conduct, integrate digital literacy and complaints management, and strengthen quality assurance systems across tourism enterprises.
He praised TOUGHA for demonstrating responsible industry leadership by proactively building the capacity of its members rather than waiting for regulatory enforcement.
Both speakers agreed that improving service delivery requires more than periodic workshops, stressing the need for sustained mindset change, continuous training, effective supervision and accountability.
The training forms part of TOUGHA’s broader strategy to enhance service excellence, safeguard Ghana’s tourism brand and ensure that visitors leave the country with memorable experiences that encourage repeat visits and positive referrals.
Source: Delassie Mabel Awuku-PR Unit-MoTCCA
