The Service Excellence Foundation-Ghana has called for greater recognition of hospitality workers whose efforts shape Ghana’s tourism and service industry.
The Foundation said frontline and behind-the-scenes professionals remained key contributors to visitor experiences and the country’s reputation as one of Africa’s welcoming tourism destinations.
Mr Caleb Kofie, Executive Director of the Foundation, made the call in an interview with the Ghana News Agency on Tuesday in Accra.
He said memorable experiences enjoyed by visitors at hotels, restaurants, tourist attractions and corporate institutions were created through the commitment and professionalism of thousands of hospitality workers who often received limited recognition.
Mr Kofie said although hotels, tourism enterprises and destinations frequently received public acclaim, the individuals responsible for delivering exceptional customer experiences often remained unnoticed.
“Unforgettable visitor experiences are created by receptionists who offer warm welcomes, waiters who provide personalised service, chefs who showcase authentic Ghanaian cuisine, housekeepers who ensure comfort, security officers who inspire confidence and tour guides who bring Ghana’s history, culture and heritage to life.”
He said “buildings do not create unforgettable experiences, but people do”, describing the situation as one of the greatest paradoxes within Ghana’s hospitality industry.
Mr Kofie said hospitality was one of the few sectors where the quality of service depended largely on human interaction, with every smile, greeting, problem solved and thoughtful gesture contributing to customer satisfaction and loyalty.
He noted that while frontline employees served as the public face of organisations, support staff worked behind the scenes to ensure seamless service delivery and collectively represented the values and image of Brand Ghana.
Mr Kofie said the professionalism and dedication of hospitality workers often influenced whether visitors returned to Ghana, recommended the country to others or shared positive experiences internationally.
“Despite their significant role, many hospitality professionals completed their careers without receiving meaningful recognition beyond their monthly salaries.”
Mr Kofie said recognition should not be limited to awards but should serve as a means of affirming workers’ value, boosting confidence, strengthening commitment and encouraging continuous excellence.
He cautioned that when employees consistently felt overlooked, service excellence could gradually become routine rather than aspirational.
Mr Kofie urged stakeholders to place equal emphasis on recognising the people whose commitment sustained the growth of the hospitality sector as Ghana intensified efforts to position itself as a preferred tourism destination.
He said investments in infrastructure and destination promotion should be complemented by deliberate efforts to appreciate and celebrate individuals whose daily contributions gave meaning and purpose to Ghana’s hospitality industry.