HARNESSING COCOA'S POTENTIAL AS A TOURISM OFFERING

Date: 27th February 2024

Participants at the 2024 edition of the Chocolatarium have called for investments in Ghana's cocoa as it holds promise for increased tourism earnings and positions Ghana as an agricultural tourism hub.

Speaking at the event, which focused on the business of chocolate, the Deputy Chief Executive of Ghana Cocoa Board in charge of Operations, Dr. Emmanuel Opoku said strategic collaboration between investors, processors and promoters is key to ensuring that Ghana makes significant earnings from the global chocolate market through the export of processed cocoa-based products and tourism.

He added that the Tetteh Quarshie Museum, the Cocoa Research Institute of Ghana, the Jubilee Farm, as well as the various cocoa seed gardens across the seven cocoa regions among other sites, offer great tourism experiences that the country needs to tap into, to create a niche for Ghana as an eco-tourism destination.

“This is the time for the business community to come in with financial support, technical know-how and marketing acumen to push further, the strides we have made towards ensuring Ghana’s fair share of the international chocolate market which was valued at about 238.5 billion US dollars in 2023 “, he noted.

On the back of Dr. Opoku’s call, the Ghana Tourism Authority highlighted the significant contribution of the Chocolate Week Celebration to the increment of Ghana’s per capita cocoa consumption from 0.45kg to 1kg over the past six years.

For his part, the Chief Executive of Ghana Tourism Authority, Mr. Akwasi Agyemang acknowledged that while the feat is significant locally, Ghana still has to pick up to match the average global consumption level which hovers between 5kg to 12kg.

The Director of Investment at the Ghana Investment Promotion Authority, Mr. Ashong Lartey offered hope for Ghana’s earnings from the global chocolate business, saying there is potential to recover and become a top earner through investment in research, unique ingredients, appealing products and packaging, and adhering to global standards.

He urged local processors and artisanal chocolatiers to take advantage of the Investment Desk at GIPC, which offers free insights and support on how local businesses can penetrate new markets and build networks.

The Chief Pharmacist of the Cocoa Clinic, Dr. Edward Amporful gave compelling research-backed reasons for cocoa consumption to be adopted as a key component of the country’s preventive healthcare offerings.

He said, while every chocolate product has some health benefits, regular consumption of dark chocolate and natural cocoa powder is scientifically proven effective against non-communicable diseases and health conditions like hypertension, diabetes, obesity, pre-menstrual syndrome, cancer, and malaria among others.

COCOBOD and GTA received commendations for their collaborative efforts towards making cocoa a national tourism asset from panellists discussing Cocoa as a strategic tourism-marketing tool for Ghana. They offered suggestions in tackling various issues within the sector such as encouraging youth participation, empowering women along the value chain, promoting child education, ethical and sustainable production, exploring unique flavours, technology, packaging, and investment and marketing opportunities for increasing Ghana’s per capita consumption from 1kg, and promoting the health benefits of cocoa.

They proposed the institution of a National Chocolate Festival to be held annually in December as part of a strategic plan to promote the health and economic benefits of cocoa, to harness its tourism potential and position the sector as an attractive eco-tourism destination for the global tourism consumer.

The Chocolatarium which is in its second year, was the final programme in a series of events for the National Chocolate Week.

In honour of the late Minister of Tourism, Mr. Jake Obetsebi Lamptey who pioneered the celebration of the National Chocolate Day in 2003, COCOBOD and GTA presented his widow, Mrs. Esther Obetsebi-Lamptey who was a special guest at the Chocolatarium with a hamper of chocolates and cocoa-based products.

Meanwhile, the National Chocolate Day which used to be observed on only 14th February has now become a weeklong of celebrations, highlighting Ghana’s cocoa processing sector with exhibition of products from local processors and artisanal chocolatiers as a major programme.