The Chief Operating Officer of Plugin Media, Francis Doku, has made an appeal to policy makers to fully maximise the potentials of traditional festivals.

While delivering a presentation in Joy FM’s CREATIVE INDUSTRY MANIFESTO series last Saturday, he said on Showbiz A-Z that a deliberate attempt to make these festivals a priority will give a massive boost to Ghana’s tourism. 

"One of the things that we all know we have done over years is traditional festivals. Every community has some form of a traditional festival. There have been conversations about how to properly package these things and market them on a bigger scale. But those conversations have always been just conversations, on paper and that.

I think there is a need for somebody to say that can we look at how to brand our traditional festivals? Festivals are kind of unique to Ghana. Most other communities, they create festivals but ours have been with us for a long time and the only thing we can do to make sure they go beyond the people in the community is to make sure that we brand them," he noted.

Francis, also the host of the Africa Rising Podcast (a show on travel, tourism and culture), said this can be done with a proper marketing support as it is done for the Kwahu Easter festivities.

Also on the show, hosted by Kwame Dadzie, Francis Doku said it was "very important that we invest in modernizing road networks, transportation networks, accommodation facilities to and around tourist attractions to enhance the overall visitor experience. Example Takoradi to Cape Three Points, Kumasi to Bosomtwi (Lake Road), among others."

He mooted the idea of another targeted marketing campaign like The Year of Return to showcase Ghana's unique cultural heritage, natural beauty, and historical landmarks to attract more visitors. Make it year-long and not just December-In-Ghana.

According to Francis, streamlining and simplifying the visa application process will encourage more international visitors, adding that Ghana should lead the way in visa reforms in Africa, ahead of Agenda 2063.

He also suggested that to shore up prospects for the tourism industry, policy makers should implement effective measures to ensure the safety and security of tourists, including emergency response systems, bespoke apps and increased police presence.

He said they should also educate local communities about the benefits of tourism and engage them in the tourism development process to improve employment in tourism, ensure inclusivity and sustainable growth.

The CREATIVE INDUSTRY MANIFESTO is a series on Joy FMs' 'Showbiz A-Z that brings together stakeholders of the creative industry to proffer ideas on their various fields to the political parties as they prepare to launch their various manifestos.

Watch the full episode of the CREATIVE INDUSTRY MANIFESTO on Showbiz A-Z below: