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
Conflict at work is more common than you might think. According to 2022 research by The Myers-Briggs Company, more than a third of the workforce reports dealing with conflict often, very often, or all the time in the workplace. The same report found that managers spend an average of four hours per week dealing with conflict, and nearly 25 per cent of people think their managers handle conflict poorly or very poorly.
Addressing a dispute might feel tense or awkward, but resolving the conflict is typically well worth it in the long run. Whether you’re trying to mediate conflict between colleagues or are directly involved, here are seven steps you can take to manage workplace conflict.
1. Don’t put it off
Facing conflict head-on is hard. However, waiting too long to address it can negatively impact your emotional well-being, focus, and the entire office environment. If you’re feeling angry, letting that emotion fester can also escalate it over time. This can make you less responsive to other points of view and make it harder to resolve the issue.
The sooner you can address the conflict, the better it will be for you, the person you disagree with, and your entire team.
2. Learn all you can about the problem
It’s important to determine the type of conflict you’re dealing with. Begin by considering the cause of the conflict. For example, ask yourself whether someone said something that upset you or if you have emotions of anger and resentment that stemmed from something that happened.
Then try to identify if it’s a task, relationship, value, or team conflict. Once you know what type of conflict it is, you can work to resolve it with specific tactics for that situation.
If you skip this step, you may waste time or escalate the situation further by trying to address issues irrelevant to the real conflict.
3. Actively listen
Listen attentively when people share their side of the story. Active listening is one of the most valuable professional skills you can possess. This type of listening involves not only hearing what the other person is saying but also listening to understand their point of view.
No matter your role in conflict, it’s easy to begin sharing your opinion with little regard for the other people involved. However, it’s important to learn about all sides of a disagreement to make well-informed decisions before drawing conclusions.
To reach a resolution, you must step back and prioritize listening over talking. Ultimately, that will encourage the other person to do the same when it’s your turn to speak. –source: betterup.com
Today, I focus on the Temple Of Praise Ministries International (TOP Church) in Helsinki, as I continue my description of personalities or institutions and their accomplishments as members of the Ghanaian Diaspora in Finland.
The TOP Church in Finland has seen significant strides and accomplishments that must be made known to the public. 
Some history
The Church was established in Finland in September 2016. Since its inception, it has steadily grown both spiritually and numerically, by the grace of God, as disclosed to me by Mr Matthew Anini Twumasi, the Presiding Elder of TOP’s branch in Finland. The TOP Church has other branches across Africa, Europe, and America.
The Church in Finland was founded with a vision to create a welcoming and dynamic community where people could experience God’s love and grace (see, www.topchurchfinland.org). According to Presiding Elder Matthew, the TOP Church operates within a unique environment where Christianity coexists with what is seen as a largely secular society.
Despite this, he submits, there are significant opportunities for outreach, unity, and demonstrating the love of Christ through service and community engagement.
Activities
Church services at the TOP Church are typically held on Sundays for the main worship. In addition, there are mid-week prayer sessions, Saturday prayer services, and a half-night service held on the last Friday of every month. “We also organise quarterly programs”, Elder Matthew added.
His impression of the Church so far has been positive. “It is a vibrant and welcoming community where members are committed to worship, fellowship, and supporting one another in faith”, he stated.
In sum, Elder Matthew said the Church continues to grow by God’s grace. “We remain hopeful and committed to spreading the Gospel, strengthening the faith of our members, and making a positive impact in society”, he continued.
Achievements
The TOP Church has a number of achievements and achievements. Some of the strengths include strong community bonds, cultural diversity, and deep commitment to spiritual growth.
I also remember that during the COVID-19 period, I heard that the TOP Church was one such bodies that hugely supported its members and others to cope with the situation.
According to Elder Matthew, the challenges facing the church include “adapting to cultural differences, engaging the younger generation, expanding outreach in a secular society, and securing a permanent place of worship”.
Role in the Ghanaian community in Finland
The TOP Church plays a prominent role as a religious group that serves Ghanaian migrants and others in the Finnish society.
Thus, the TOP Church is a religious body for Ghanaian migrants in Finland and other nationalities who want to worship with them for diversity and better intercultural and multicultural understanding.
The Church also has mechanisms in place to support its members who are bereaved as a way to commiserate with them in times of death and funerals.
The Ghanaian community has played a vital role in the growth of the Church. Their strong sense of fellowship, dedication to worship, and active participation have helped build a solid foundation and attract others to the ministry, according to Elder Matthew.
Integration
By its activities, the TOP Church is helping to ensure integration of its members well into the Finish society.
This is important since social interaction and citizens’ well-being are an important part of the integration process.
The role of migrant associations and groups such as TOP Church acting as bridge-builders for the integration and inclusion of migrants through participation in the decision making process and by acting as a representative voice is highly appreciated in Finland. Thank you!
GHANA MATTERS column appears fortnightly. Written in simple, layman’s terms, it concentrates on matters about Ghana and beyond. It focuses on everyday life issues relating to the social, cultural, economic, religious, political, health, sports, youth, gender, etc. It strives to remind us all that Ghana comes first. The column also takes a candid look at the meanings and repercussions of our actions, especially those things we take for granted or even ignore. There are key Ghanaian values we should uphold rather than disregard with impunity. We should not overlook the obvious. We need to search for the hidden or deeply embedded values and try to project them.
With Dr Perpetual Crentsil
