Kumasi Marketing Strategy: Tourism

Working papers:

Title:: Kumasi Marketing Strategy: Tourism
Author(s):: Cacciatore, Dario
Le, Andre
Levi-Gardes, Nicholas
Lopez Reus, Antonio
Hsu, Kenny Sai-Kin
Date:: 2008
Type:: Working papers
Department:: Millennium Cities Initiative
Permanent URL:: http://hdl.handle.net/10022/AC:P:8742
Series:: MCI and VCC Working Paper Series on Investment in the Millennium Cities
Part Number:: 02/2008
Publisher:: Millennium Cities Initiative and Vale Columbia Center on Sustainable International Investment
Publisher Location:: New York
Abstract:: Kumasi needs to position itself strategically as a cultural destination, communicate its attributes more effectively to tourists already in Ghana and differentiate itself from other cities and attractions. Position should entail marketing a larger cultural region than just Kumasi. Several positioning statements can transmit Kumasi’s new marketing strategy: Kumasi - Heart of the Kingdom of Ashanti, Ashanti - The Hidden Kingdom, Kumasi - Come and See! Kumasi is well placed to capitalize on the growth of tourism in Ghana due to its status as a cultural capital. The financial impact of tourism growth is potentially significant for the city and its surrounding districts. The creation of the Ashanti Region Marketing Corporation is fundamental to proper coordination among stakeholders.
Subject(s):: Marketing
Recreation and tourism