The Chief Executive Officer of the Ghana Tourism Authority (GTA), Mrs. Maame Efua Houadjeto, has called for a deeper and more strategic partnership with the media to consolidate Ghana’s tourism gains and accelerate growth in 2026.
According to her, the media remain indispensable to positioning Ghana as a credible, competitive, and year-round tourism destination, both within Africa and on the global stage.
She stressed that deliberate, consistent, and intentional storytelling is critical to shaping perceptions and influencing travel decisions worldwide.
Mrs. Houadjeto made the call during an engagement with media practitioners in Accra, held as part of the Authority’s broader stakeholder engagement strategy aimed at strengthening partnerships essential to tourism expansion in the coming years.
The meeting, her first formal interaction with the media in 2026, provided an opportunity to reflect on achievements recorded in 2025, particularly the remarkable success of the “December in GH” campaign while setting clear priorities for the year ahead.
She expressed deep appreciation to the media for their professionalism and commitment, noting that their collective efforts elevated Ghana’s tourism narrative to unprecedented heights.
“Your voices, platforms, and reach were instrumental in amplifying ‘December in GH’. Because of you, it was not just a season it became a statement,” she said.
Beyond seasonal tourism, Mrs. Houadjeto emphasized that the GTA’s long-term vision was to firmly establish Ghana as a leading tourism destination in Africa and beyond.
She pointed to the growing international interest in Ghana’s culture, fashion, music, cuisine, and heritage as evidence of the sector’s expanding appeal.
“People are no longer coming only for events; they are coming to experience our culture, our food, our creativity, and our people,” she noted, adding that tourism was increasingly driving job creation, especially among the youth and within the creative economy.
She highlighted that the sector was empowering entrepreneurs, creatives, and content creators who were reshaping how Ghana’s story is told to the world.
Looking ahead, Mrs. Houadjeto outlined GTA’s strategic priorities for 2026, including improving service delivery, raising standards across the tourism value chain, and promoting inclusive and sustainable growth.
“Tourism is no longer just about festivals and visitor numbers. It is about jobs, investment, and national pride. And in that equation, the media are not spectators but they are partners,” she said, stressing that progress could only be fully felt if the story was told well.
She announced a renewed focus on quality, consistency, and credibility, supported by targeted training for players in hospitality, tour operations, destination management, and customer service.
“Standards must rise, and they will. We will build on the momentum of ‘December in GH’ by strengthening regional participation, improving coordination, and positioning Ghana as an all-year tourism powerhouse,” she stated.
Mrs. Houadjeto assured media practitioners of the Authority’s commitment to stronger engagement, improved access to information, and a more collaborative working relationship.
“When we succeed, we succeed together. And when we fall short, we must be honest with each other, because growth demands honesty,” she said.
She called for unity of purpose as Ghana’s tourism story continues to evolve, noting that global attention on the country is increasing.
“The world is watching. The bar has been raised. Together, we can take Ghana’s tourism industry to the next level.”
