Abla Dzifa Gomashie Advocates For A Strong Cultural Identity In Ghana’s Tourism Sector

The Minister of Tourism, Culture, and Creative Arts, Hon. Abla Dzifa Gomashie, urged Ghana’s private sector to incorporate culture and superior customer service into all facets of hospitality during the July 2 opening of the Eagles Hospitality School in Accra.

She underlined that genuine tourism value is found in both sights and friendly, culturally-based service, from a tour guide’s expertise to a receptionist’s smile.

“This school must be the heartbeat of a movement, one that trains our people and showcases Ghana to the world,” the Minister said.

The minister emphasized the importance of embedding Ghanaian identity into all aspects of the tourism experience—highlighting that every hotel room, tour vehicle, and restaurant should reflect who Ghanaians truly are.

“We need cultural resonance everywhere a visitor steps foot,” Minister Gomashie stated during the unveiling of the government’s new “Authentic Ghana” campaign—a nationwide initiative aimed at uplifting local craftsmanship, cuisine, interior décor, and storytelling in the tourism industry.

Beyond the main draws, Abla Gomashie clarified, “it is in the details”—from spoken-word greetings in Twi, Ewe, and Ga to linens with Adinkra patterns and furniture with a Kente influence—that uphold Ghana’s rich cultural legacy.

A seasoned actor and former Deputy Minister of Tourism (2013–2017), she has been a sector minister since January 2025. She used her political background and creative background to support this revolutionary idea.

Key components of the “Authentic Ghana” campaign include:

• Mandatory cultural decor: Hotels and lodges will integrate local art, traditional materials, and region-specific design—supported by grants and workshops for small businesses.
• Genuine culinary branding: Tour vehicles and restaurants must serve Ghanaian dishes—such as waakye, fufu, and kontomire stew—along with information on their cultural origins.
• Language & storytelling: Guides will share folktales, proverbs, and historical narratives in local languages to give visitors meaningful insights into each region’s identity.
• Local craftsmanship spotlight: Collaborations with artisans will ensure souvenirs and dining ware showcase authentic Ghanaian workmanship.

“It’s not just about scenery. What guests experience indoors and during transit should tell our story—with pride and purpose.”, Abla Gomashie stated.

“In every hotel room, every tour vehicle, every restaurant, there must be a sense of who we are.”, she added.

Corridors, restaurant tables, even seat cushions in vehicles will be curated to reflect Ghanaian narratives—she described it as “identity in every inch.”

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With a background in theatre arts and scriptwriting—including training from the University of Ghana and Institute of African Studies—Gomashie has a clear grasp of narrative power. She leverages this to inject authenticity into Ghana’s tourism sector, challenging the status quo and focusing on culture as a transformative force.

Meanwhile, Hon. Abla Gomashie announced a stakeholder forum in August in Kumasi, which will include hoteliers, restaurateurs, tour operators, and artisan cooperatives. The goal is to co-create “standards that are authentically Ghanaian—and exportable.”