PR No.: PR

The UNWTO/THEMIS Sub-regional Capacity Building Course on “Tourism Marketing: from Product to Experience” held in Accra, Ghana from 12 to 17 October 2017 concluded with a strong focus message to the participants on the importance of using the state of the art tourism marketing tools to enhance tourism experience for African destinations. More than 70 participants from Ghana, Gambia, Nigeria, Sierra Leone and Togo attended the 6-day intensive executive course organized jointly with the Ministry of Tourism, Arts and Culture of Ghana, UNWTO and UNWTO.Themis Foundation.

In her closing remarks, her Excellency, Catherine Ablema Afeku, Minister Tourism, Arts and Culture of Ghana highlighted that “The selection of Ghana to host this workshop emphasizes the strong partnership between the Ministry of Tourism, Arts and Culture and the UNWTO. It is also to reinforce the Ministry’s policy objective of deepening the collaboration between the public and private sectors in building the capacity of personnel who work in the Tourism, Arts and Culture industry.” UNWTO represented by Ms. Lydia Bebe Kum, congratulated Ghana for hosting this key event and encouraged the participants to help their respective administrations to apply the tools and techniques learnt to make their destination memorable, valuable and unique. The participants also received acknowledgement for their dedication and hard work especially regarding their enthusiasm during the technical visit undertaken in Elimina Castle, Cape Coast Castle and Kakum Park in Ghana.

The objective of the capacity-building course was to equip officials and professionals of Ghana and its neighboring countries with capacity, knowledge and skills on current trends in Tourism Marketing, and especially on Experiential Marketing. Digital marketing, market research, public-private partnership, regional integration, consumer-oriented services and branding, were some of the subjects that were shared with the participants.

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