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
Today, I focus on the Apostolic Church International in Finland, as I continue with my description of institutions and personalities and their accomplishments as members of the Ghanaian Diaspora in Finland.
The Apostolic Church International, Finland (or, Apostolic International Association Ry) was established in October 9, 2023. The Church in Finland has seen significant strides and accomplishments within the short time that it has been established in Finland, which must be highlighted.
History of the Church in Ghana
The Apostolic Church Ghana originated from the 1904–1905 Welsh revival, officially established in Ghana (then called Gold Coast) in 1935 following connections between a local prayer group in Asamankese (a town in southern Ghana), led by Peter Newman Anim, and the Apostolic Church, UK. There were historical splits in 1939 and 1953, but the Apostolic Church attained autonomy in 1985.
Today, the Church is headquartered in Accra. Last year (2025), it dedicated its new 10-storey headquarters, “The Apostolic Church Tower,” in Frafraha, Adenta West in Accra.
Activities of the Apostolic Church in Finland
The Apostolic Church in Finland conducts church service on Sundays. The service starts at 11a.m. in the morning and closes by 1 p.m. in the afternoon. There are no other activities during other days for now.
The Minister in charge of the church in Finland is also the Area Head of Italy Area. He is Pastor Daniel Kofi Addison who is the new Italy Area Head, and has just been transferred from UK South Area to Italy Area during the just-ended Council Meeting in March this year. Italy Area comprises Italy, which has 13 Assemblies, Germany, one Assembly, and Finland, one Assembly.
Elder Ebenezer Amoaning-Coffie is the Presiding Elder in charge of the Assembly in Finland. A Presiding Elder is responsible for day to day activities of the church (Assembly) and reports to the District Pastor, or in the absence of the District Pastor, reports to the Area Head.
Achievements
The Apostolic Church International, Finland was officially registered under the Finnish Law, guaranteeing freedom of worship and providing legal foundation for future growth. The church service is conducted in both English and Twi.
The church opens its doors to all people of every nation, especially Ghanaians who are in Finland and other African nationals. Now, the membership comprises Ghanaians, Nigerians and Sierra Leoneans.
The Church and the Ghanaian migrant community in Finland
The Apostolic Church in Finland plays a prominent role as a religious group that serves Ghanaian migrants and others in the Finnish society.
Thus, the Apostolic 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.
Elder Amoaning-Coffie said that the main and primary aim of the church is to bring people closer to God. “We aim to win souls for Christ. We aim to preach the gospel to the world. By propagating the gospel to the people, we are hopeful that they will turn away from any ungodly ways and be good individuals in the community and in society in general”, he stated.
He said that everything is going well so far. A key challenge, however, is how to get more members especially the youth. As a new Assembly, we are in need of instrumentalists, for example. We pray to God Almighty to help us do His work, the Elder disclosed.
Integration
By its activities, the Apostolic 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 in Finland.
As I mentioned some time ago, the role of migrant associations and groups such as the Apostolic 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!
With Dr Perpetual Crentsil
The landscape of the Ghanaian palate is shifting, and not necessarily for the better. In our bustling urban centres, from the streets of Accra to the suburbs of Kumasi, a quiet culinary revolution is taking place; one where the mortar and pestle are being replaced by the pizza oven and the deep fryer. This transition from traditional staple foods like fufu, banku, akple, kenkey, tuo zaafi, and ampesi toward “continental” dishes is more than just a change in appetite; it is a reflection of a deeper social struggle with identity and prestige.
The illusion of modernity
For many, “stepping out” for a meal has become synonymous with consuming foreign cuisine. There is an unspoken social hierarchy where a bowl of Abunuabunu is relegated to the village category, while burgers, pizzas are branded as prestigious choices. We have reached a stage where we equate foreign with modern and local with primitive.
This perception is a dangerous illusion. Our traditional dishes are marvels of culinary engineering complex, nutrient-dense, and deeply rooted in our history. When we choose a processed foreign import over a meal made from local tubers or fermented maize, we are not just changing our lunch; we are eroding the indigenous knowledge attached to our local ingredients and foods.
We need to turn the consumption of indigenous grains and tubers like millet, sorghum, and plantain into a statement of self-worth and national pride.
The cultural and health erosion
Every time a local dish disappears from a restaurant menu to make room for foreign fast food, we lose a piece of our cultural fabric. Traditional Ghanaian cooking is an art that requires patience and skill. By choosing the convenience of foreign fast food, we are raising a generation that may know the taste of a pepperoni pizza but cannot identify the rich, earthy profile of Prekese or the subtle tang of well-fermented dough dishes like corn porridge, banku, etew, abolo, agidi or kamfa, and kenkey.
Furthermore, we are at the crossroads of a nutrition transition. Replacing high-fiber, indigenous crops with calorie-dense but nutrient-poor foreign fast foods is driving a rise in lifestyle diseases such as obesity, hypertension, diabetes, stroke, cancer, and liver disease. We are trading our longevity for 15-minutes convenience or unhealthy diet.
A call for culinary patriotism
It is time for us to appreciate, preserve, and promote our indigenous foods and culinary traditions. We need to be proud of our local dishes, ingredients and cooking methods, rather than relying heavily on foreign or imported foods. We must stop viewing our local delicacies as low-class and start treating our culinary heritage as the high-end gastronomy it truly is.
True sophistication does not come from imitating Western fast food; it comes from innovation and adding values to our own resources. We see glimpses of this potential in the rise of branded Sobolo and the creative use of gluten-free plantain flour in modern baking of flour-based dishes such as bread, cakes, biscuits and others. This is the path forward. We must elevate our local dishes, making them as accessible, affordable, presentable and trendy as any foreign alternative.
To the hospitality industry: Innovate or stagnate
Our hotels and high-end restaurants must lead the charge. They must stop relegating local dishes to the “traditional corner” of the buffet, and apply the same culinary finesse given to imported dishes to our Fante Fante, apapransa, aborbi tadi, fetritoto, akple, abolo, yakayeke, fufu, ampesi, kokonte, wasawasa, tubani, apapransa, mpotompoto, kelewele, aliha, brukutu, pito, and other local dishes. The industry must enhance customer experiences making eating local dishes the ultimate luxury experience for both tourists and residents alike. We must elevate the presentation of our foods by using modern plating techniques to show that a bowl of light soup can be as visually stunning as a French consommé. We need to reclaim our Ghanaian plate before it is too late.
To the policy makers: Let us encourage buying of local ingredients to promote the local food industry and economy. There should be educational programmes and talks about the nutritional and cultural benefits of local foods so that people understand their value.
We need to encourage serving traditional dishes at school programmes, parties, and celebrations instead of only fast foods,
To the Youth: Let us value and appreciate our traditional dishes instead of always choosing foreign foods. There must be balance in our choice of local and foreign dishes. Confidence in our culture encourages others to respect it too. Our local dishes can also be promoted by sharing pictures, recipes, and videos on platforms such as Instagram, TikTok, and WhatsApp to make them attractive and trendy.
Young citizens must learn from their parents and elders how to prepare local meals to keep the knowledge and cultural relevance alive. Local dishes can be modernised to appeal to younger generations and tourists.
Conclusion
We cannot afford to trade our heritage for foreign cuisines which are gaining grounds across the country at an alarming rate. We must disabuse our minds of the perception that anything foreign or imported is better than those locally made. Our health, economy, and identity are tied to the soil. It is time to stop apologising for our local flavours and start celebrating them. It is possible to embrace modernity without losing ourselves and our cultural identity. Let us make the Ghanaian kitchen the heart of our modern identity once again.
By: Marilyn Gadogbe
