GTA warns hotels, transport operators against excessive pricing ahead of December in GH

The Ghana Tourism Authority (GTA) has cautioned hotels and transport operators against excessive price increases ahead of the 2026 December in GH festivities, warning that unreasonable rates could discourage visitors and undermine business. The Authority has also called on event organisers to engage security and emergency services early to ensure adequate preparations for the expected influx of visitors during the festive season.

The appeals were made at a stakeholder engagement in Accra involving hoteliers, tour operators, event organisers and representatives of key state institutions, including the Ghana Police Service, Ghana National Fire Service, National Ambulance Service, Ghana Immigration Service and Ghana Revenue Authority. Deputy Chief Executive Officer in charge of Marketing and Special Duties at the GTA, Gilbert Abeiku “Santana” Aggrey, said the engagement was intended to identify the concerns of tourism operators and assess their readiness for the December activities.

He said collaboration between the public and private sectors was essential to maintaining Ghana’s appeal as a holiday destination. “It’s critical and imperative for us to engage our stakeholders who are the main drivers of our tourism. Tourism is private sector driven, and we engage them to find out their concerns, their preparedness, and their readiness for our December in Ghana festivities,” he said.

Mr Aggrey said concerns raised by stakeholders included security, ambulance services and logistical support. “Some concerns were on security, others on ambulance services, and others on logistical support. This platform helps us know what our stakeholders need so that we, as the enabler of tourism, can help bridge that gap,” he added. GTA cautions against excessive pricing On service delivery, Mr Aggrey urged businesses in the hospitality and transport sectors to maintain professional standards and avoid taking advantage of increased demand during the festive period.

He said excessive room rates could leave hotels with lower occupancy and ultimately hurt their businesses. “We appeal to our stakeholders, especially those in the hospitality and transport industry: please let us be professionals and improve service delivery,” he said. “To our hotel operators who take advantage of the festivities and overprice, please, it doesn’t make sense if you increase your room rates to $100 and you don’t even get four or five occupancies.

Let us be moderate, break even, but do not overprice.” He also urged commercial drivers and hospitality workers to prioritise cleanliness, hygiene and good customer service to improve visitors’ experiences. Event organisers urged to plan for safety Deputy Chief Executive Officer in charge of Operations at the GTA, Ekow Sampson, said the Authority could not deliver a successful December in GH season without the active participation of event organisers and other tourism stakeholders.

He urged organisers to work with the Police Service on security, crowd control and traffic management, and with the Fire Service and National Ambulance Service on fire safety and emergency response. “The Ghana Tourism Authority cannot achieve the objectives of December in GH working alone,” he said. “We need your active collaboration with the Ghana Police Service on security, crowd control, and traffic management, the Fire Service on safety, and the Ambulance Service on emergency readiness.

I urge all event organizers to engage these institutions early.” Mr Sampson said event venues must meet safety requirements, emergency response arrangements must be in place, and organisers must fulfil all relevant permit and statutory obligations. The GTA says the engagement forms part of preparations to coordinate public and private sector efforts ahead of the festive season.

The initiative builds on Ghana’s previous tourism campaigns, including the 2019 Year of Return, as the country prepares to receive domestic and international visitors during the December period.