KEYNOTE SPEECH DELIVERED BY HONOURABLE AKUA SENA DANSUA, (MP), GHANAS MINISTER OF TOURISM AT THE BERLIN ECONOMIC CONGRESS

ON THE FUTURE OF NATION BRANDING, TOURISM AND INVESTMENT IN A GLOBALIZED WORLD ON 9TH MARCH, 2011

ORDER OF PRESENTATION

INTRODUCTION

BRANDING IN THE CONTEXT OF

GLOBALIZATION

CHALLENGES FOR BRANDING IN AFRICA TOURISM IN GHANA AREAS FOR INVESTMNT IN GHANA FACILITATING TOURISM DEVELOPMENT

H.E PROF JOHN ATTA MILLS, PRESIDENT OF THE REPUBLIC OF GHANA AND H.E BARAK OBAMA, PRESIDENT OF THE UNITED STATES OF AMERICA, DURING THE LATTERS VISIT TO GHANA (2009)

Distinguished Ladies and Gentlemen, tourism has become one of the fastest growing socio-economic sectors in the global economy. In the context of this conference and the theme The Future of Nation Branding, Tourism and Investment in a Globalized World, my paper will focus on the Ghanaian situation, hoping that the situation in your countries are not different.

BRANDING IN THE CONTEXT OF GLOBALIZATION

The branding of a tourism destination is intrinsically

linked

to

the

general

perception

about

the

destination, and how tourists and investors perceive

that destination, be it local, community, town,

country or continent. Countries worldwide are

increasingly shifting from local branding to global

branding.

CHALLENGES FOR BRANDING IN AFRICA Africa is most often portrayed as a continent of:

political instability,
famine,

corruption,
undemocratic and tyrannical regimes, illiteracy, and having small markets for business and investments

TOURISM IN GHANA

The strategic location of my country, Ghana, in the centre of the

world places it in a
unique position as an

enviable
destination.

tourist

AREAS FOR INVESTMENT IN GHANA

The possible areas for investments include:

a. Accommodation

Hotels

Beach Resorts
Lake Resorts Marinas Eco-Lodges Motels and Rest Stops

b. Conference Facilities

c. Tourist Transport Facilities/Services

d. Entertainment/Recreational Facilities

SPORTS TOURISM

Ghanas Asamoah Gyan

NATURAL HERITAGE SITES

Ghana boasts of national parks and nature reserves. Whilst some investment has been made by the

Government, these sites require funding in the areas of

eco-lodges, game-viewing and safari facilities to make

them more appealing to tourists.

An Elephant at the Mole National Park

Colobus at Tafi -Atome Monkey Sanctuary

12

Wli Waterfalls

HISTORICAL AND CULTURAL SITES Ghana remains the only major repository of Forts and

Castles (over 60 of them), designated by UNESCO as

World Heritage Sites. These were built between the 14th and 18th Centuries by the European Countries which colonised Ghana (then Gold Coast).

President Obama and family tour the historic Cape Coast Castle

Emancipation/PANAFEST Celebrations

Festival of Indigenous Ghanaian Music (2012)

Ghanas Emerging Oil Sector

Religious Tourism

Health Tourism

FACILITATING TOURISM DEVELOPMENT

i.

Good Governance

ii.

Economic Stability

iii.

Public-Private Sector Partnership

iv.

Domestic Tourism

THANK YOU!!!

CONTACT ADDRESSES:
Ministry of Tourism P.O. Box GP 4386
Ghana Tourist Board P.O. Box GP 3106

Accra, Ghana.
Tel. 233 (0) 302-666701 Fax 233 (0) 302-666182 Website: www.touringghana.com

Accra, Ghana
Tel. 233- (0) 302682601/682607/682608

Fax 233- (0) 302-682510/682513

Website: www.ghana.travel.com Email: gtb@africaonline.com