Approximately 40 traditional caterers and kente weavers in the Ashanti region have recently undergone training in social media and digital marketing. The training program was organized by the Africa Tourism Research Network (ATRN) and the International Labour Organization (ILO), recognizing the significant role that digitization plays in the tourism and hospitality sectors.

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The aim of this initiative is to enhance the informal sector and assist artisans in leveraging the digital economy to create better employment opportunities.During a four-day workshop, Emmanuel Frimpong, President of ATRN, emphasized the importance of promoting craftsmanship as it plays a vital role in generating decent jobs for the youth.

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Frimpong encouraged handicraft workers to harness the advantages of social media marketing to enhance the creative arts sector.Frederick Adjei-Rudolph, Regional Director of the Ghana Tourism Authority, highlighted the participants' need to acknowledge and embrace the role of digitization and social media in their work. This recognition is crucial for staying relevant and maximizing the benefits provided by these digital platforms.

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He, however, urged them to take advantage of the workshop to improve on their work while at the same time benefiting from the opportunities available on social media platforms.He stressed “if you sit back and watch without taking advantage of digitisation, your jobs will be gone in no time.

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”On his part, Frank Kwasi Adetor, the National Project Coordinator of ILO’s Global Program on Skills and Lifelong Learning reiterated the pivotal role digital marketing and social media skills play in promoting and sustaining businesses.He admonished the two trade associations to take advantage of the training by imparting the knowledge and skills acquired to others.

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“You can only succeed in transcending the borders of Ghana by conforming to and upholding international standards in your business operations,” Mr. Adetor further advised the participants.The training workshop forms part of the Global Program on Skills and Lifelong Learning/SKILL UP Ghana Project.

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It is an ILO initiative in collaboration with the Commission for Technical and Vocational Education and Training and funded by the Norwegian Agency for Development Cooperation.

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