New Book “Tourism is Gold” Offers Roadmap for Ghana’s Tourism Innovation

In a landmark event for Ghana’s tourism sector, Dr. Damien Duchamp, an esteemed professor with over 30 years of global experience in tourism, launched his first book, “Tourism is Gold… the Path to Ghana”, at the British Council in Accra on March 8, 2025. The book is a comprehensive guide aimed at fostering innovation, entrepreneurship, and sustainable growth within Ghana’s tourism and hospitality industries.

The launch attracted a diverse audience of tourism stakeholders, including practitioners, students, media representatives, and industry leaders, all eager to engage with the insights and strategies presented in the book. Discussions during the event explored critical themes such as economic development, lodging, museums, maker tourism, and the role of technology in reshaping the tourism landscape.

Empowering Ghana’s Tourism Sector

“Tourism is Gold” (TIG) serves as a transformative resource, offering a blend of theoretical concepts and practical tools to drive sustainable growth. Divided into 21 chapters, the book features innovative exercises and real-world case studies, many of which are rooted in Ghana’s unique tourism context. While the book is designed to benefit Ghana specifically, Dr. Duchamp emphasized its applicability to global markets, positioning it as a guide for tourism professionals and students worldwide.

“It’s 80% focused on tourism entrepreneurship—tools, theories, and strategies that can be applied anywhere—and 20% Ghana-specific,” Dr. Duchamp explained. “The examples and case studies intentionally use Ghana as a lens because I want Ghana to be its best version in the future. But the tools are universal and can benefit professionals in any country.”

A Decade of Connection with Ghana

Dr. Duchamp’s connection with Ghana began nearly a decade ago when he was introduced to the country by Terry Oppong. Since then, he has visited Ghana twice a year, immersing himself in its tourism sector and conducting doctoral research that served as the foundation for the book. “I wanted to create something practical and accessible,” he shared. “The problem with dissertations is that most people never read them. This book is designed for mass consumption—a tool for professionals, educators, and students to use in their daily work.”

Who Can Benefit?

The book is tailored to two primary audiences: students and industry professionals. For students, it offers flexibility, with activities and exercises suitable for all levels, from primary school to doctoral studies. For tourism organizations, the book provides tools to inspire and empower teams through activities designed to enhance creativity, strategic thinking, and collaboration.

“Any manager or leader within a tourism organization can use the activities to motivate their teams and achieve more,” Dr. Duchamp noted, underscoring the book’s potential to drive innovation within tourism businesses.

Key Insights for Ghana’s Tourism Growth

“Tourism is Gold” aligns with Ghana’s broader goals to elevate its status as a global tourism destination. The book delves into strategies for leveraging Ghana’s cultural heritage, natural attractions, and emerging sectors like maker tourism, which focuses on promoting locally crafted products and experiences. It also highlights the importance of technology in enhancing visitor experiences, improving accessibility, and driving marketing efforts in competitive global markets.

Dr. Duchamp’s vision for the book is clear: to see it actively used by professionals to transform Ghana’s tourism sector. “Success for me would be finding this book tattered and used on someone’s desk or in their car—something they’re using regularly to better their part of the tourism industry,” he said.

A Launch That Inspires Action

The launch event not only celebrated the book but also sparked meaningful conversations about the future of tourism in Ghana. Industry leaders expressed optimism about the book’s potential to inspire innovation and drive growth. The event highlighted the importance of collaboration between academia, industry professionals, and government to ensure that Ghana’s tourism sector realizes its full potential.