The Importance Of Tourism Experiences In Ghana

Ghana is a hidden-gem and as such, tourism experiences are authentic, pure and exceptional. It is a safe country brimming with tourism draws, a door-always-open hospitality and a rhythmic vibe. And, in the words of American chef, author and television personality Anthony Bourdain who travelled to Ghana for a 2007 episode of No Reservations: “Ghana is something special.”

With this in mind, Ghana can become a key player in the international tourism field. One way to achieve this status is to increase Ghana’s visibility and image; beginning with a refreshed Ghana Tourism Authority website. As this is generally the first stop for potential tourists and investors, the website should be bold, creative and storied, stylish and simplistic in its layout

Combined, storytelling, storymaking and visuals inspire and provide destination education and tourism information in an emotionally connective, positive and entertaining way. They distinguish you from your competitors, help readers conceptualize the travel experience and assist in guiding them towards a purchasing decision.

Storytelling Strategy

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• Establish tourism core: Heritage, Nature, Personality.

• Establish tourist segments: nature explorer, wildlife seeker, special interest pursuer, culture and heritage lover, experiences searcher.

• Establish key experiences: wildlife, nature, folklore, culture, history, niche and relaxation.

• Develop new tourism programs and standout travel itineraries.

Incorporating above, a storyboard is created and the action turns into fieldwork to collect (and create) the stories and visuals.

Storymaking Strategy

Utilizing social media and other outlets, a call-to-action is implemented prior to, and during (real-time) the story fieldwork stage for readers to submit story suggestions and/or create a platform where readers can vote on story backdrop (destination/site), characters and even plot. Reader(s) can be given

The goal is to access international readers; distribute far and wide.

Overall, Ghana Tourism Authority will have a bank of stories and visuals, which can be used for branding and marketing over an extended period of time.

Value of Storytelling and Storymaking

Storytelling and Storymaking are branding and marketing concepts and as such, it is difficult to measure cost versus return.

However, the main objective is to increase tourist arrivals. It is also designed to visibility and present Ghana as a true, illustrious and authentic African (not just West African) travel experience. It is designed to bring Ghana’s tourism alive through stories about the land, sites, experiences, adventure and people...to feel the rhythm and soul.

It is to provide industry partners with a creative toolkit to be used as an appendage to sales and marketing materials.

Most importantly, it is to emotionally connect potential tourists with Ghana so that they will want to travel to Ghana and as a result, have a more profound travel experience. Hence, more inclined to rave about