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Caleb Kofie, the Founder and Executive Director of the Service Excellence Foundation, has cautioned that poor service delivery is jeopardizing Ghana's tourism competitiveness. In an interview with the Ghana News Agency, Kofie highlighted weaknesses in service culture, employee engagement, and accountability as potential threats to Ghana's reputation as a welcoming tourism destination.

Despite the country's peace, democratic stability, cultural heritage, and reputation for hospitality providing a competitive edge, Kofie emphasized that persistent issues in service delivery could undermine this advantage. He stressed that while the hospitality sector has invested in modern facilities, accommodations, restaurants, and technology, the human element ultimately shapes visitors' experiences.

Guests may appreciate the physical aspects of a destination, but it is often the manner in which they are treated by people that leaves the most lasting impression. Kofie referenced President John Dramani Mahama's concerns about poor service delivery in Ghana's tourism and hospitality sector during a Presidential Media Encounter, urging industry players to address recurring challenges such as indifferent customer reception, delayed service delivery, weak accountability, and inadequate recognition of high-performing employees.

The absence of a strong culture of recognizing and celebrating service excellence, Kofie argued, has contributed to these challenges. He urged stakeholders to recognize and reward frontline service professionals, describing them as the "forgotten heroes" whose dedication forms the foundation of Ghana's hospitality brand and visitor experience.

Kofie stressed that instead of merely assessing the financial cost of poor service, stakeholders should focus on institutionalizing service excellence to support sustainable tourism growth.