A high-performance Port, a catalyst for the competitiveness of the national economy, driving sub-regional development and a key player in the positioning of Cameroon as a logistics platform for the Gulf of Guinea. This is what the Port of Douala-Bonaberi is looking for. This is the goal assigned to the new dynamics being implemented.
This is the will of the state strategist through the founding texts of the reform for the port sector taken in December 1998 and June 1999. It is the will of these men and women who get up early. Port agents committed and concerned about the future of the Port of Douala. It is also our will.
Indeed, over the last few decades, the operating mode of commercial ports have been profoundly modified. These changes, which are part of a new stage of globalisation, demand a new approach to the operation of port services which integrates performance and logistic competitiveness at the very heart of the development programmes of the Port.
This logic, breaking with the past, has already started at the Port of Douala-Bonaberi with the implementation of the aforementioned port reform, and must be enshrined in the process of standardization of all port activities, the modernization of its infrastructures in order to bring more added value to the port operators and more competitiveness to the Cameroonian economy.
The issue of standardization, renovation and modernization of port structures and infrastructures therefore remains one of the major challenges of the new dynamic. With the support of the Government of the Republic and all the national and international partners, we intend to successfully conduct the reforms initiated for a Port of Douala-Bonaberi efficient, attractive and competitive.
The revamped website of the Port of Douala-Bonaberi must reflect this new dynamic. It must be at the forefront of communication in line with the new vision it reflects. For this new vision to be understood and better apprehended by all the port stakeholders, it must be comprehensible and visible. And this visibility must be carried by an offensive communication that calls for the most efficient tools and channels (traditional and modern) in order to echo what is now well done at the PAD, namely: the development and reliability of its logistics; its power of attractiveness, accessibility and competitiveness; promptly operations, the respect of ethical practices in all port operations, the fight against corruption.
The performance of a public or private institution is therefore also closely dependent on the effectiveness of the internal and external communication strategy put in place. This communication must go with the top management’s ambition in the short, medium and long term. Here, this ambition is to preserve and consolidate in its foundations, the Port Authority of Douala as a major player in industrial and economic development with the many assets of our country. To preserve and consolidate its position as an essential “gateway” for Central Africa.