Some of the participants pose for a picture after the training
The Tour Operators Union of Ghana (TOUGHA) on Wednesday, February 18, 2026, organised a one-day capacity-building training on customer service delivery, reaffirming its commitment to raising professional standards within Ghana’s tourism sector.
The training, facilitated by 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.
Welcoming participants, TOUGHA President, Yvonne Donkor, described the training as both timely and strategic, noting that in today’s competitive global tourism landscape, customer service has become the defining difference between destinations.
“Tourism is not merely about destinations; it is about experiences. And experiences are shaped by people,” she emphasised. “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 during the training at the Labadi Beach Hotel.
She stressed that tour operators serve as ambassadors of Ghana, with every visitor interaction contributing to the country’s global reputation. Professionalism, responsiveness, empathy, cultural sensitivity and attention to detail, she noted, must remain the hallmark of every TOUGHA member.
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Donkor encouraged participants to engage actively in the training, underscoring 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 respective companies, positioning Ghana as a preferred tourism destination in Africa.
Also addressing the gathering was Ekow Sampson, Deputy CEO in charge of Operations at the Ghana Tourism Authority (GTA), who commended TOUGHA’s leadership for taking proactive steps to address customer service challenges within the industry.
He acknowledged Ghana’s rich tourism assets including its cultural heritage, festivals, ecotourism attractions and stable democratic environment and noted the encouraging growth in visitor arrivals and tourism receipts in recent years.
However, he pointed out that poor customer service remains a persistent challenge across various touchpoints in the tourism value chain.
Complaints, he observed, often relate to inadequate product knowledge, poor communication skills, unprofessional attitudes, delays in service delivery and inconsistency in standards.
In the digital age, he cautioned, a single negative experience amplified through online reviews and social media can significantly damage a destination’s reputation.
“Customer service is not just an operational issue; it is a national economic priority,” Sampson stated, adding that the GTA will soon roll out a nationwide customer service training programme across all regions.
The initiative will standardise service benchmarks, promote professionalism and ethical conduct, integrate digital literacy and complaints management, and strengthen quality assurance systems across tourism enterprises.
He praised TOUGHA for demonstrating responsible industry leadership by not waiting for regulatory enforcement but taking the initiative to build the capacity of its members.
Both speakers agreed that improving service delivery requires more than workshops; it demands a sustained change in mindset, continuous training, strong supervision and accountability.
The training session, led by Wellington, formed part of TOUGHA’s broader strategy to enhance service excellence, protect Ghana’s tourism brand and ensure that visitors leave with memorable experiences that inspire repeat visits and positive referrals.
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