The Founder and Executive Director of the Service Excellence Foundation, Caleb Kofie has warned that poor service delivery threatens Ghana’s tourism competitiveness.

He said persistent weaknesses in service culture, employee engagement and accountability could undermine the country’s reputation as a welcoming tourism destination.

Mr Kofie made the remarks in an interview with the Ghana News Agency in Accra.

He said Ghana’s peace, democratic stability, cultural heritage and reputation for hospitality had provided a competitive advantage, but weaknesses in service delivery could erode that advantage.

Mr Kofie said the cost of poor service was not always immediately reflected in financial statements but could result in declining guest satisfaction, low staff morale, reduced productivity, high employee turnover, damaged brand reputation and loss of repeat business and referrals. 

He said although the hospitality industry had invested in modern facilities, accommodation, restaurants and technology, people ultimately shaped visitors’ experiences.

“Guests may admire the architecture, enjoy the food, appreciate the facilities and remember the ambience, but what often stays with them longest is how they were treated by people,” he said.

Mr Kofie recalled concerns raised by President John Dramani Mahama during the Presidential Media Encounter on September 10, 2025, about poor service delivery in Ghana’s tourism and hospitality sector.

He said the concerns should prompt industry players to examine recurring challenges, including indifferent customer reception, delayed service delivery, weak ownership and accountability, and inadequate recognition of high-performing employees.

Mr Kofie said the absence of a strong culture of recognising and celebrating service excellence at organisational, industry and national levels had contributed to the challenges.

“If service excellence is fundamental to Ghana’s competitiveness as a tourism and hospitality destination, then recognising the people who consistently deliver it should not be treated as an organisational norm. It should be regarded as a strategic investment in the culture, reputation, productivity and future competitiveness of Ghana’s hospitality industry,” he said.

Mr Kofie called on stakeholders to recognise and reward frontline service professionals, whom he described as the “forgotten heroes” whose dedication, professionalism and passion formed the foundation of Ghana’s hospitality brand and visitor experience.

He said Ghana must move beyond assessing the financial cost of poor service and focus on institutionalising service excellence to support sustainable tourism growth.