The Chief Executive Officer of the Ghana Tourism Authority (GTA), Maame Efua Houadjeto, has called for a deeper and more strategic partnership with the media to position Ghana as a competitive, credible, and year-round tourism destination.
She made the call during the CEO’s Time with the Media, held at the Accra City Hotel, marking her first formal engagement with media practitioners in 2026.
The meeting provided an opportunity to reflect on the significant gains made in 2025, particularly the unprecedented success of December in GH, while outlining priorities for the year ahead.
Madam Houadjeto expressed appreciation to the media for their commitment and professionalism, noting that their collective efforts played a critical role in amplifying Ghana’s tourism narrative both locally and internationally.
“Your work, your voices, your platforms, and your reach were instrumental in amplifying December in GH to unprecedented levels. Because of you, December in GH was not just a season; it became a statement,” she said.
The GTA CEO stressed that the Authority’s broader vision extends beyond seasonal tourism to positioning Ghana as a leading destination in Africa and beyond.
She noted the growing global interest in Ghana’s culture, fashion, music, cuisine, and heritage, adding that tourism continues to drive job creation, especially within the creative economy and among the youth.
“The world is no longer coming to Ghana only for events. They are coming to experience our culture, our fashion, our food, and our people,” she stated.
According to her, tourism is creating real economic opportunities by empowering creatives, entrepreneurs, and a new generation of content creators who are reshaping Ghana’s global image.
Madam Houadjeto described the media as critical partners in tourism development rather than passive observers and called for more deliberate and intentional storytelling to shape perceptions and influence global audiences.
“Tourism today is not just about festivals and footfall. It is about jobs, investment, and national pride. And in that equation, the media are not spectators, you are partners,” she said.
She emphasised that effective storytelling remains central to ensuring that progress within the tourism sector is both visible and impactful.
Outlining GTA’s priorities for 2026, the CEO announced a renewed focus on quality, consistency, and credibility across the tourism value chain.
This includes targeted training for players in hospitality, tour operations, destination management, and customer service.
“Standards must rise, and they will,” she affirmed.
She also revealed plans to build on the momentum of December in GH by strengthening regional participation, improving stakeholder coordination, and positioning Ghana as a vibrant, all-year tourism destination.
Madam Houadjeto assured media partners of GTA’s commitment to stronger engagement, improved access to information, and a more collaborative working relationship.
“When we win, we win together. And when we fall short, we must have honest conversations, because growth demands honesty,” she noted.
She concluded with a call for unity and shared purpose as Ghana’s tourism story continues to evolve.
“The world is watching. The bar has been raised. And together, we can take Ghana’s tourism industry to the next level.”
The engagement formed part of the Authority’s broader strategy to deepen stakeholder engagement and strengthen partnerships critical to tourism growth in 2026 and beyond.
Source: myxyzonline.com
