The Minister of Tourism, Culture and Creative Arts, Ms Abla Dzifa Gomashie, has urged Africa World Airlines (AWA) to use its passenger experience to promote Ghana’s tourist attractions and boost domestic tourism.
She proposed that the airline provide passengers with information about tourist destinations along its routes through recorded messages and other destination-focused content, with particular attention to lesser-known attractions.
Ms Gomashie made the proposal when Ms Portia Akowuah, Head of Commercial at AWA, and her team presented the airline’s proposed new aircraft branding during a meeting with the Minister in Accra.
The Minister said Ghana had numerous tourism sites that remained relatively unknown to both residents and visitors, making partnerships with transport operators important in promoting the country’s diverse tourism offerings.
She encouraged AWA to feature attractions including the Boabeng Fiema Monkey Sanctuary, Tano Boase and Kintampo Waterfalls in its passenger communications.
Ms Gomashie said greater awareness of such destinations could encourage more Ghanaians to travel within the country beyond major seasonal events and support the expansion of domestic tourism.
Aviation Can Support Tourism Growth
The Minister said improved air connectivity, combined with effective destination information, could make it easier for domestic and international travellers to explore different parts of Ghana.
She said increased tourism activity would also generate economic opportunities for communities located around tourist destinations.
Ms Gomashie welcomed AWA’s proposal to incorporate Ghana’s cultural identity into the branding of its new aircraft as the airline transitions to E190 aircraft.
She described the branding initiative as another opportunity to promote Ghanaian tourism, culture and heritage.
She said aircraft operating on domestic and regional routes could serve as “moving platforms” for showcasing Ghana’s attractions and cultural identity to passengers.
Protecting Ghanaian Cultural Symbols
Ms Gomashie also stressed the importance of protecting Ghana’s cultural heritage and ensuring that national colours and cultural symbols were used appropriately in commercial branding.
She highlighted the mandate of the National Folklore Board, an agency under the Ministry, to protect and regulate the commercial use of Ghanaian folklore and collective cultural expressions.
She said corporate entities seeking to use protected Ghanaian folklore were required to obtain the necessary permissions and pay applicable royalties in accordance with the law.
The Minister further emphasised the importance of effective communication in branding and customer service, saying stronger communication could build passenger confidence and improve the airline’s competitiveness.
While commending AWA for its focus on passenger safety, she called for stronger communication strategies and expressed the Ministry’s readiness to collaborate with the airline on initiatives promoting Ghana’s tourism and cultural heritage.
Ms Gomashie said such collaboration would help ensure that growth in the aviation sector translated into greater visibility for tourism destinations and increased economic opportunities for communities across the country.
AWA Unveils New Branding Direction
Ms Akowuah said the proposed new aircraft livery would retain AWA’s Ghanaian identity while reflecting the airline’s ambition to expand connectivity across Africa and eventually strengthen its international reach.
The design features deep aviation blue on the fuselage, complemented by Ghana’s red, gold and green colours on the aircraft tail.
An upward-sweeping flight path incorporated into the design symbolises growth, movement and connectivity.
Ms Akowuah said AWA was seeking guidance from the Ministry on appropriate Ghanaian motifs, symbols and heritage elements that could be authentically incorporated into the aircraft’s tail design.
The airline also requested an opportunity for the Ministry to review the proposed design before its public rollout.
She said the initiative would position AWA aircraft as “flying ambassadors” for Ghana and provide another platform for promoting the country’s tourism offerings to domestic, regional and international travellers.
AWA currently connects Accra with destinations including Kumasi, Tamale, Takoradi, Abuja, Lagos and Abidjan, with plans for further expansion.
The introduction of the E190 fleet and new livery is expected to strengthen the airline’s connectivity while creating additional opportunities to showcase Ghana’s tourism destinations and cultural heritage to a wider travelling public.
