Social Media Marketing for Decent Jobs
Program
Strengthening Tourism & Hospitality Through Digital Skills
In response to the economic impact of COVID-19, the International Labour Organisation (ILO) Ghana launched the Skill-Up Ghana Project to help revitalise the tourism and hospitality sector.
The project targets Micro, Small, and Medium Enterprises (MSMEs), equipping them with practical digital tools to adapt, recover, and thrive in the digital economy.
Led by the ILO Ghana in partnership with the Africa Tourism Research Network (ATRN), the initiative is funded by the Norwegian Agency for Development Cooperation (NORAD). Africa Skills Hub Foundation (ASH) plays a key role as a training partner, delivering expert-led instruction through its Digital Academy Initiative.
The Skill-Up Ghana Project offers practical, tailored training in social media marketing to entrepreneurs in the informal sector working across the tourism and hospitality value chain.
The program trained nearly 300 MSMEs, including traditional caterers, local tour guides/operators, and kente weavers across the Eastern, Volta, Northern, Ashanti, Central, and Greater Accra regions. Its results are measurable and transformative.
The Skill-Up Ghana Project seeks to:
- Strengthen business resilience and recovery in tourism and hospitality
- Improve digital literacy to boost income and reduce poverty
- Increase online visibility and profitability through digital tools
- Promote data-driven marketing for long-term growth
The ILO Skill-Up Ghana Project is more than a recovery effort. It’s a bold step toward a digitally empowered tourism and hospitality industry. By investing in people and partnerships, the project is building a resilient sector where small businesses can compete, innovate, and grow sustainably in a digital-first world.