Minister of Tourism, Culture and Creative Arts Abla Dzifa Gomashie, has called on the private sector to embed cultural identity and service excellence at the heart of every hospitality experience.

“In every hotel room, every tour vehicle, every restaurant, there must be a sense of who we are,” she said.

“Every guest we serve is an ambassador, and every moment is a chance to shape the world’s perception of Ghana. This is why we must train for excellence – not just for jobs.”

The Minister made the call at the official launch of the Eagles Hospitality School in Accra on Thursday.

The event, which brought together leading figures from the hospitality, tourism and education sectors, marked the beginning of a movement for service excellence in Ghana.

“This is not just the opening of an institution, but the beginning of a movement for service excellence in Ghana,” she emphasised.

Madam Gomashie said the foundational values of discipline, respect and cultural pride must guide every interaction within the tourism and hospitality industry.

She expressed concern over the fading use of culturally respectful phrases such as “Yes, please,” and simple gestures like standing to greet, in everyday life.

“The true value in tourism is not measured by the size of our attractions alone. It is found in the warm smile of a receptionist, the cultural depth of a tour guide, and the memorable encounters that make visitors storytellers when they return home,” the Minister noted.

She stressed the urgency of elevating service delivery and deepening cultural identity across all aspects of the visitor experience, particularly with major cultural events such as PANAFEST, Emancipation Day, and the Black Star Experience on the horizon.

“This school must not stand alone. It must be the heartbeat of a wider movement that celebrates our culture, trains our people, and elevates our place on the world tourism map.”

Mr Stephen Asante, the Founder and Group Chief Executive Officer of Eagles Hospitality School, said the institution was born out of a long-held vision to raise the standard of service delivery in Ghana’s hospitality sector.

“We believe that top-class service should not be a luxury or something imported from abroad. Our hotels are being converted into classrooms, where students don’t just learn theory but gain hands-on experience from day one,” he said.

Stakeholders from institutions such as the Labadi Beach Hotel, ASA Bank and the Ghana Tourism Authority endorsed the initiative, emphasising the growing need for practical training and professional discipline across the hospitality value chain.