The Chief Executive Officer of South African Tourism, Mr Sisa Ntshona, has described as unacceptable the continent’s five per cent market share in the tourism sector globally.
He has, therefore, called for a collaborative effort between African countries towards changing the face of tourism on the continent, adding that without partnerships, the continent would lag behind the rest of the world.
Addressing some stakeholders in the Ghanaian tourism sector at an interaction event in Accra, Mr Ntshona, said more could be achieved if the various tourism stakeholders Africa pool resources and knowledge towards enhancing the tourism sector.
He stressed the need for industry players within the sector to join forces to change the face of tourism in Africa.
“There is so much we have in Africa that the world should pay more attention to. Our continent can boast of the best but until we find a way to shift attention to Africa, people will still chose Dubai and other places as their favourite destination centres,” he said.
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About the meeting
The interaction with Mr Ntshona was to pave way for industry players in the country to discuss possible ways of working together to increase tourism in both countries.
The stakeholders were selected from the movie, music, television and creative arts sectors. Some personalities present included Mr Francis Duku, a new media specialist, DKB, a comedian.
As part of efforts to deepen its engagement with the Ghanaian tourism industry, Mr Ntshona, offered to pay for the expenses of two Ghanaian media personalities to visit the country and access its tourism industry.
Earlier, the South African Toursim CEO, met with other agencies to discuss how best tourism players could partner to boost tourism in the continent.