She said professionalism, responsiveness, empathy, cultural sensitivity and attention to detail must remain the hallmark of every TOUGHA member.

Madam Donkor made the call at a one-day capacity-building training on customer service delivery, organised to reaffirm the union’s commitment to raising professional standards within Ghana’s tourism sector.

The training, facilitated by Madam Priscilla Wellington, Chief Executive Officer of Customer Service Africa, brought together tour operators and industry stakeholders to strengthen service excellence across the tourism value chain.

The initiative formed part of TOUGHA’s broader strategy to enhance service excellence, protect Ghana’s tourism brand and ensure visitors leave with memorable experiences that inspire repeat visits and positive referrals.

Madam Donkor described the training as timely and strategic, noting that customer service has become the defining difference between destinations in the contemporary competitive global tourism landscape.

“Tourism is not merely about destinations; it is about experiences. And experiences are shaped by people. From the very first email enquiry to the final airport drop-off, what our clients remember most is how we made them feel,” she said.

Madam Donkor encouraged participants to engage actively in the training, stressing that capacity building is a continuous journey rather than a one-off event.

She urged members to translate lessons learnt into improved service standards within their companies to position Ghana as a preferred tourism destination in Africa.

Mr Ekow Sampson, Deputy Chief Executive Officer (Operations) at the Ghana Tourism Authority (GTA), commended TOUGHA for taking proactive steps to address customer service challenges within the industry.

He highlighted Ghana’s cultural heritage, festivals, ecotourism attractions and stable democratic environment, noting growth in visitor arrivals and tourism receipts.

Mr Sampson, however, said poor customer service remained a challenge, citing inadequate product knowledge, poor communication, unprofessional attitudes, delays and inconsistency in standards.
He cautioned that in the digital age, a single negative experience amplified online could damage a destination’s reputation.

“Customer service is not just an operational issue; it is a national economic priority, and the GTA will soon roll out a nationwide customer service training programme across all regions,” he said.

Mr Sampson explained that the initiative will standardise service benchmarks, promote professionalism and ethical conduct, integrate digital literacy and complaints management, and strengthen quality assurance systems.

He commended TOUGHA for demonstrating responsible industry leadership, adding: “Improving service delivery requires more than workshops; it demands a sustained change in mindset, continuous training, strong supervision and accountability.”