Features
Branding & domestic tourism – UNWTO blueprints for Africa’s tourism recovery & growth
The United Nations World Tourism Organisation, (UNWTO), the UN specialist agency with responsibility for the tourism sector has identified and rolled out branding and marketing as recovery strategy roadmap to support Africa to quickly recover from the devastating corona virus (COVID- 19) pandemic.
According to information from Mr. Zurab Pololikashvill, the Secretary-General of the UNWTO, “countries around the world are steadily shifting from responding to the corona virus pandemic to the recovery phase, where tourism would play a key role not solely due to its importance in job creation, supporting livelihoods and driving inclusive development but tourism itself has been hit hard by the unprecedented crisis, with a decrease of 47 per cent (47%) in international tourist numbers, which translated into around (US$ 320,Billion) in lost revenue.”
The UNWTO Boss, however, affirms that Africa has certain advantages as a prime destination for wildlife and or nature tourism, unspoiled landscapes and habitats, over other global tourism regions, for most international tourists, which call for promoting “Brand Africa, as a key priority.
The branding and marketing support, according to UNWTO, is as a result of feedback from consultations with Africa Member countries.
The objective is to identify the best marketing ideas and strategies that will reposition and make prospective tourists, to see a different Africa, more positively, especially regarding Agenda 2030 and how to reposition tourism sector , to contribute effectively in realising the lofty Sustainable Development Goals (SDGs).
Strategy
The practical assistant in marketing is being offered alongside others including helping to train and up-skill tourism workers, so that they can adapt to the new reality.
The UNWTO is, therefore, working closely with Africa Member countries to adopt innovative strategies and entrepreneurship, to overcome unprecedented challenges that require new ideas and voices.
Moreso, UNWTO seeks to work with member countries to realise their domestic and regional potential.
The Madrid based specialist agency urged member countries to evolve strong and responsible domestic tourism industry, to sustain livelihoods and rural communities, especially women and youth, for the gradual return of international tourism.
Appeal
The UNWTO in addition, calls for determined leadership among African countries, reiterating its confident in the ability of the tourism sector to bounce back stronger and its ability to adapt to challenges, learn lessons as well as embrace innovation and new ideas, which will be pivotal, “to restart tourism across Africa and so reestablish tourism as the ultimate driver of growth and opportunity for all,” as proven over the years, according to UNWTO.
…What’s Ghana’s Tourism Brand ID?
Product development and product packaging are essential elements in product branding, promotion and marketing to meet consumer need and satisfaction, to ultimately attain organisational set market targets and goals.
Branding becomes more indispensable, important, critical and essential in a very sensitive, delicate, dynamic and very competitive industry as tourism.
Potential
Ghana has great tourism potential as regards the four main natural, man-made, cultural and heritage tourism resource categories.
This potential, however, does not translate into an attractive brand national tourism image, it takes a lot of conscious innovation to create attractive and popular brands, which are packaged and promoted with the best marketing mix and marketing strategies, to become popular brands that gain and attain high consumer patronage and acceptance.
Brand campaign
The “Wear Ghana, See Ghana, Eat Ghana”, existing and ongoing national tourism brand campaign is too opaque, it is not attractive, concise and precise enough to make an appreciable impact , to attend the desired target results, the campaign needs review, amendment and realigning with specified identified professional and precise segmentations, which is an outstanding brand, re-enforced with the right, attractive and appropriate logos, colours, taglines among other scientific elements in formal branding enterprises.
Lack of branding
Tourism currently ranked as the largest biggest and fastest growing industry in vogue in the world, contributing critical and substantial foreign exchange into the socio-economic purse of many countries globally, over the years until the coronavirus (COVID-19) pandemic in late 2019.
Our Homeland Ghana has a thousand and one tourism resources in all four broader resource categories of natural, cultural, heritage and man-made resources, which are evenly spread across the length and breadth of the country but pathetically earns paltry pittance from the global tourism market share, whilst other countries with less tourism resources rake billions of thousands of dollars from the blue gold of the 21st Century.
Ghana has all the ingredients including political stability, safety and security and a standard of fair road network and transport system, to be an endless model destination and tourism traffic hub but tarries behind and misses out on the global tourism index.
Potential
Our Homeland Ghana is well endowed with some unique and outstanding rare tourism resources but has no attractive and compelling tourism brand image and identity.
The country has failed woefully to brand itself touristically and, therefore, has no attractive tourism brand image and identity, on the tourism market index currently.
Way forward
Modern tourism is very competitive which has compelled all destinations to adopt dynamic, innovative, creative and robust strategies to create attractive brand images , to reposition themselves to attract the ever increasing dynamic sophisticative money bag tourist patrons and consumers, for a chunk of the rare blue tourism revenue.
There is, therefore, the need for the country to take pragmatic initiatives to commission and undertake in-depth researches to identify its industry competitive edge/ strength and take steps to create an outstanding national tourism image identify, properly segmented for both domestic and foreign tourism patronage and consumption.
Brand identity
The need arises to comprehensively brand the Homeland touristically with creative and innovative strategies, using very sound communication, marketing, branding and business promotional strategies and principles.
Brands
The national tourism branding exercise should create multiple competitive product sub-brands within a synchronised outstanding national brand to attract and satisfy the needs of visitor consumers of diverse tastes, needs and cultural backgrounds, with domestic and foreign consumer needs and targets.
Segmentation
The exercise must be very comprehensive with very clear and conspicuous and identified market segment targets including the broader domestic, specific consumers including the working class, students, faith, academia, research, conservation, youth, retirees markets and or consumers.
There also need to target other identifiable markets such as West Africa, Africa, African Diaspora, and the world at large among others, to create instantiations, irresistible and attractive brands within the National Image Tourism Brand.
Notable and possible attractive tags include Ghana-Land of Living in Diversity, Warm Hospitality, Sun, Beach, Rich Culture & More, Ghana-Land of Gold, Ghana-Footprints of Slavery and Colonisation, Ghana-Land of Endless Tourism Treasure, Warm Hospitality & More outstanding national tourism enclaves, circuits, clusters, zones, districts and regions along other remarkable sub-product units such as gold, slave routes, cocoa .oil, beach, waterfalls, wildlife, agriculture, education, health among others.
Marketing
Branding and marketing promotion are interrelated with common denominators with satisfactory customer and consumer experience to achieve desired market share in modern and an industry as competitive as modern tourism.
Promotion strategy is another critical and essential element in brand’s success narration in every endeavour.
Strategy
Sustained multi-media campaign messages in the form of press statements, press conferences, press soirees, interviews, using electronic (radio/television), banners, sign boards, print (newspapers, flyers, magazines), attendance of exhibitions, fairs/events ( home and abroad), and social media presence medium have , fair general media balanced media-mix presence all overbearing positive effects on brand evolution campaigns.
By Prince Dennis Klintings
The Writer is Brands, Branding, Communication, Marketing & Tourism Analyst
Features
The Prophet part 2
“I can see in the spirit, that some of you have been trading for years without seeing any meaningful profits, some young women have been disappointed by men who have either abandoned them and left for foreign lands and forgotten about them, or stopped sending money for the upkeep of their wives and children.
I can see young men who are desperate for visas to travel abroad but have either been duped by visa contractors or refused at the embassies. From tomorrow, I assure you, the visas will be given.
Young women, I have news for you. You will receive telephone calls, and you will hear very good news. Handsome young men with money in their pockets will come and marry you, and take care of you. Traders, you will get big business and big profits from today. From today, you will see that I am a true prophet who has come to deliver you.”
Shouts of “Amen,” “thank you Prophet” and “I receive it” greeted his sermon. After a final prayer, he asked the congregation to come early the following day, and bring others, because there would be many testimonies.
There would also be “special anointing” for great miracles. Although he did not ask for an offering, most of the people came and dropped notes, and coins at the “pulpit.” When they left, Antobam counted the money.
“GH¢900!” he almost shouted, ‘and I did not even ask for an offering. This is fantabulous!’ Going to the Nana Kofi Broni shrine, he told himself, was a very wise move.
He started making plans……He had to choose a few assistants who would carry out his orders……. He had to hire some chairs as soon as possible……He had to find a suitable piece of land and, if possible, build his own church……. He had to start looking for a nice car, befitting the status of a popular preacher …… And, most importantly, he had to select two, three or four nice, young women to take care of his needs, apart from the servants who would cook, wash, iron and do other errands for him.
Abruptly, he told himself, this hungry, scruffy Kukurantumi boy was being transformed into a man of power and money, with some of the most beautiful women in town at his beck and call. Wow!
After a shower and supper, he shut the door to the very small room that served as his bedroom and dropped on the bed. Almost immediately, the shrill sounds, like whispers, began.
This time he did not express any fears. He realised to his great surprise that even though the sounds were not in the form of any language, he could understand them.
Tomorrow there will be testimonies……they will give money……. some rich people are being prepared …….they will bring big money ………. we will give them what they want, and they will bring money ……. big money …….big, big money……the women will also come, a number of them. ‘
He went to sleep smiling and whispering to himself, ‘big, big money, and women!’
He woke up at 5 and took a shower. After a breakfast of tea and several slices of bread he set off. On reaching the venue he saw to his great surprise that the place was full.
Very full, and quite a number of people rushed to embrace him and give him the wonderful news. The excited people narrated the testimonies about big sales, telephone calls from relatives directing them to go to Western Union, and impotent husbands who had miraculously rediscovered their magic powers.
He was truly glad that Nana Kofi Broni’s magic had already started working, but most of his attention was focused on the ladies in the congregation. He noticed to his great delight that some of them were really nice. I must start making my selection, he told himself. Today!
“Give a mighty clap offering to the great, mighty one for his wonders among us!” he started, and the response was very big.
“I said yesterday that you were going to see signs and wonders, and I am very happy that my word has been fulfilled. Even though we have taken allowed one hour for testimonies, many more of you would like to testify.
Tomorrow, I promise you that there will be ample time. I will only preach a short sermon. The rest of the time will be taken up by consultations, after which I will give directions on what to do to ensure that you defeat your enemies, secure your marriage and, most importantly, continue increasing your profits in your business.” His sermon was interspersed with ecstatic shouts of “Amen,” “it is true,” “God bless you” and “I receive it.”
His final word was emphatic; “Big miracles are coming your way. Keep attending church, and don’t forget to give thanks to God.”
By Ekow de Heer
Features
Full Gospel Businessmen Fellowship launches project to transform young lives
The Full Gospel Businessmen’s Fellowship International (FGBMFI) Ghana has launched the Senior High Schools and Colleges Project (SCP) aimed at empowering and transforming the lives of young people.
Speaking at the launch, Professor Mike Ocquaye, the former Speaker of Parliament, emphasised the need to catch them young and train them as the current times were challenging.
He lauded the project, calling on all to support it, saying “In fact, it’s very important to catch them young, train them, lead them, guide them, and mentor them because the times are indeed rough,” Prof. Ocquaye said.
Mr Ekow Egyir Dadson, the Director, Schools and Colleges Directorate, stated that since its inception in 2018, the SCP had reached over 70 educational institutions with countless testimonies of transformation.
“We began with the Presbyterian Boys Secondary School (PRESEC) Legon, and now in 2024, we have visited 74 schools and impacted the lives of over 100,000 students, some of whom were personally mentored and now have graduated from the universities.”
He explained that the SCP, a vision by FGBMFI Ghana, was a bold outreach programme designed to call young people to Christ, train and equip them for the future.
He cited testimony-sharing, mentorship, career guidance, entrepreneurship and counseling as some of the unique approaches to be used in reaching out to the targeted students.
Mr Emmanuel Baba Mahama, the National President of the FGBMFI Ghana, launched the SCP Manual, which would help the FGBMFI Zonal Family Chapters across Ghana in order to adopt schools and colleges within their catchment areas.
The Schools and Colleges project is making a great impact; we have had first-hand testimonies from school heads, teachers, and students (mentees) about the SCP. This project has come to stay, Mr Baba Mahama assured.
He, therefore, called for more volunteers and partners to help the SCP shape the next generation of leaders and citizens.
Findings by the FGBMFI revealed that Ghana’s senior high schools, colleges, and university students face growing challenges like addictions, indiscipline, poor academic performance, pornography, homosexuality, broken homes, and a lack of godly guidance.
That had been a concern to many parents and society, “but the FGBMFI believes there is hope to rescue and restore these young students,” Mr Mahama said. –GNA
