Kumasi Marketing Strategy: Tourism

Cacciatore, Dario; Le, Andre; Levi-Gardes, Nicholas; Lopez Reus, Antonio; Hsu, Kenny Sai-Kin

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.

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More About This Work

Academic Units
Vale Columbia Center on Sustainable International Investment
Millennium Cities Initiative
Millennium Cities Initiative and Vale Columbia Center on Sustainable International Investment
MCI and VCC Working Paper Series on Investment in the Millennium Cities, 02/2008
Published Here
May 5, 2010