Tourism entrepreneurs receive digital inclusivity empowerment   


In a collaboration between the International Labour Organisation (ILO) Ghana office, African Tourism Research Network (ATRN) and Africa Skills Hub Foundation (ASH), entrepreneurs operating within the tourism sector value chain were provided with comprehensive social media and other digital marketing training.

The three-day comprehensive workshop, dubbed ‘Social Media Marketing for Decent Jobs’ and held in Tamale, aims to boost the digital marketing skills of value-chain players and potential new entrants in the northern sector to grow the industry for meaningful impact.

The training focused on equipping beneficiaries to leverage social media to engage with target audiences and boost their online presence, which is crucial for business recovery and growth in the post-COVID-19 pandemic era.

The initiative, which formed part of the Skill Up/Global Programme on Skills and Lifelong Learning, implemented by the ILO’s Skills and Employability department and funded by the Norwegian Agency for Development Cooperation (NORAD), is targetted at building resilient and skilled workforces across various sectors.

The event brought together members of various trade associations under the Ghana Tourism Federation (GHATOF). Participants in the training were local tour guides, traditional caterers, shea butter producers and weavers in the tourism and hospitality sector.

ILO Country Office Director for Nigeria, Ghana, Liberia and Sierra Leone, cum Liaison for Economic Community of West African States (ECOWAS), Vanessa Lerato Phala, highlighted the vital role digital skills play in youth economic empowerment – creating sustainable jobs and driving economic recovery.

National Project Coordinator-ILO Skill Up Project, Frank Kwasi Adetor, on his part reiterated that with the right digital skills local entrepreneurs can develop, implement and manage marketing campaigns which promote their brands, products and services.

“This effort is crucial for fostering job retention and business development in the wake of the COVID-19 pandemic,” he added.

The Lead Trainer for the Programme, Daniel Amoako Antwi – who is Executive Director-Africa Skills Hub Foundation, said the training offered valuable insights and hands-on techniques for digital marketing.

“This training is part of ASH’s broader mission to empower African youth and entrepreneurs through digital education.

“Entrepreneurs in this part of the country, just like the south, can also be proficient in using various digital platforms and tools such as social media, search-engine optimisation (SEO) and email marketing software. Understanding the best practices for each platform and using them effectively can increase their brand-awareness, drive website traffic and generate sufficient revenue for growth and sustainability,” he said.

He mentioned that through ASH’s Digital Academy Initiatives (DAI), several resources have been committed to creating pathways for digital careers and enhancing technical capacities for digital businesses.

Mr. Antwi emphasised that by providing this training, ASH aims to ensure the tourism sector workforce is well-equipped with digital skills to meet evolving market demands and customer expectations.

The tourism industry continues to evolve in the digital age, and the various parties remain committed to empowering individuals and organisations with skills needed to thrive in a competitive market while upholding principles of decent work and sustainable development.

Participants gained practical knowledge on utilising social media for marketing, which is vital for maintaining business continuity and growth in today’s digital economy.

Abdul-Aziz Seidu Jawula, a programme participant, said the workshop had opened new avenues for him to promote his business online.

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