The Ghana Tourism Authority (GTA) has launched a new digital tourism campaign dubbed, “Experience Ghana”, as a bold move to reposition Ghana’s tourism industry through storytelling, citizen participation and digital visibility.
The initiative launched at GTA Head office in Accra on Monday, May 4, is expected to be a strategic shift from traditional tourism promotion to active digital engagement aimed at encouraging domestic tourism.
Speaking at the launch, the Chief Executive Officer of GTA, Madam Efua Houadjeto tourism promotion globally is increasingly being driven by experiences amplified through digital platforms, making online visibility critical to attracting tourists.
“If you are not visible online, you are invisible in the market,” she said.
Ms Houadjeto explained that the Experience Ghana campaign would rely heavily on user-generated content, storytelling and digital participation, positioning Ghanaians both home and abroad as ambassadors of the country’s tourism potential.
She noted that the campaign seeks to unite citizens, tourists and the diaspora into what she described as “the most powerful marketing force this country has ever seen.”
“No one tells Ghana’s story better than those who have lived it,” she added.
The GTA boss also highlighted ongoing efforts by the Authority to deepen domestic tourism promotion through strategic billboards mounted at key tourism and attraction sites across the country to improve awareness and direct visitor traffic.
Citing data from the Ghana Statistical Service, she disclosed that domestic tourism expenditure for the 2024/2025 period remained strong, with spending on overnight domestic visitors estimated at GH¢1.83 billion, while total domestic tourism expenditure stood at GH¢6.69 billion.
“These figures clearly confirm that domestic tourism is not marginal, it is central to Ghana’s tourism economy,” she stressed.
Ms Houadjeto further described tourism as a major economic pillar capable of creating jobs and supporting businesses within the hospitality and creative sectors.
“Every tourist visit translates into jobs. Every experience shared translates into visibility. Every cedi spent within the tourism value chain strengthens livelihoods,” she said.
She also called on Ghanaians to actively support the initiative by visiting tourist sites, sharing their experiences online and promoting Ghanaian culture and attractions on digital platforms.
“Let us flood the digital space with the beauty, the culture, the energy and the authenticity that define Ghana,” she urged.
The launch was attended by stakeholders in the tourism industry, sponsors and members of the media.
Ms Houadjeto acknowledged the support of partners including Tang Palace Hotel, Labadi Beach Hotel and Afro Arab Group for contributing to the success of the initiative.
Declaring the campaign officially launched, she described the initiative as more than a promotional drive.
“We are not just launching a campaign. We are igniting a movement. A movement that says: Ghana is open. Ghana is ready. Ghana is unforgettable,” she stated.
There were solidarity messages from sponsors and partners including Tang Palace Hotel, Labadi Beach Hotel and Afro Arab Group.
The campaign, which is expected to run for several months, will require participants to share original content from tourist destinations across the country on their social media platforms.
The launch also saw the unveiling of the official campaign video, showcasing some of Ghana’s major tourist attractions, cultural heritage, scenic landscapes and vibrant hospitality industry.
Source:
www.graphic.com.gh