Mrs Efua Houadjeto, the Chief Executive Officer of the Ghana Tourism Authority (GTA), has underscored the critical role of the media in positioning Ghana as a competitive, credible and all-year-round tourism destination.
She described the media as essential partners in tourism development and called for deliberate and sustained coverage of Ghana’s tourism offerings to help shape perceptions and influence global audiences.
Mrs Houadjeto made the call during an engagement with media practitioners as part of the Authority’s broader strategy to deepen stakeholder collaboration and strengthen partnerships critical to tourism growth in 2026 and beyond.
The engagement, her first formal interaction with the media in 2026, provided an opportunity to reflect on gains made in 2025, particularly the success of the “December in GH” initiative, and to outline priorities for the year ahead.
She expressed appreciation to the media for their commitment and professionalism, noting that their collective efforts significantly amplified 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.
Mrs Houadjeto said the Authority’s broader objective was to move beyond seasonal tourism and position Ghana as a leading destination in Africa and beyond.
She highlighted the growing global interest in Ghana’s culture, fashion, music, cuisine and heritage, adding that tourism was increasingly contributing to job creation, particularly for the youth and within the creative economy.
“Today, the world is not only coming to Ghana for events; they are coming to experience our culture, our fashion, our culinary offerings and our people,” she stated.
“Tourism is creating real opportunities, empowering creatives, entrepreneurs and a new generation of content creators who are telling Ghana’s story in powerful ways.”
The GTA CEO said the Authority’s strategic focus for 2026 includes strengthening service delivery, improving standards across the tourism value chain and promoting inclusive and sustainable growth.
She noted that tourism goes beyond festivals and visitor numbers to encompass jobs, investment and national pride, stressing that the media play a central role in ensuring progress is visible and understood.
“If the story is not told well, the progress will not be felt. That is why your role this year is even more critical,” she said.
Outlining the Authority’s plans for the year, Mrs Houadjeto announced a renewed emphasis on quality, consistency and credibility, including targeted training for stakeholders in hospitality, tour operations, destination management and customer service.
She said the GTA would build on the momentum of “December in GH” by strengthening regional participation, improving stakeholder coordination and positioning Ghana as an all-year tourism destination.
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 win, we win together, and when we fall short, we must have honest conversations, because growth demands honesty,” she said.
She called for unity of 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,” she added.
