The Ghana Tourism Authority (GTA) has urged tourism operators in the Upper East Region to embrace Artificial Intelligence (AI) and digital technologies to make the region’s tourism attractions more visible to the global market.
Mr Joseph Appiagyei, the Upper East Regional Director of the GTA, said tourism destinations that failed to adapt to the digital era risked being overlooked by travellers who increasingly depend on digital platforms to discover and plan their trips.
“AI is changing the way people search for destinations, accommodation and experiences, making digital visibility critical to the growth of the tourism industry, and every operator in the sector must embrace it not to be left out,” he stated.
Mr Appiagyei made the call at a seminar organised in Bolgatanga to commemorate the 2026 World Tourism Day.
The seminar was held on the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
He said the theme was timely as the tourism sector was experiencing a paradigm shift from traditional marketing methods to digital platforms powered by technology and AI.
“For years, we have marketed the Upper East Region through brochures and many other platforms. We have relied on the Tongo Hills, the shrines, the Paga Crocodile Pond and our beautiful basket-weaving heritage to speak for themselves.
“Today, artificial intelligence determines whether a tourist in any part of the world sees us when they ask their phone. Can they see us? Can we be visible?,” he asked.
Mr Appiagyei urged tourism operators to ensure that tourism sites, tour guides, hotels, restaurants and other facilities were properly represented online, with quality photographs, videos and accurate information.
“We must be visible. Every tourism site, some guide, some bar must be on Google, must be recorded online, must have quality photos and videos,” he said.
He also encouraged hotels, tourism associations and other businesses to adopt digital payment systems and smart customer-service solutions to improve their operations and attract more visitors.
The Regional Director, however, cautioned that technology should complement rather than replace Ghanaian hospitality and cultural identity.
“The technology must not replace our authentic Ghanaian hospitality. It must enhance it. AI should help us tell our story better,” he said.
Prof Asaah S. Mohammed, Director of Research and Innovation at the University of Technology and Applied Sciences, Navrongo, urged young people to use digital technology to create businesses around tourism without necessarily owning major infrastructure such as hotels.
“You don’t need to build a hotel to make money from the hotel. Leave the business people to create the space. Use your intelligence to make the money,” he said.
Prof Mohammed also identified culture as a major tourism product and encouraged stakeholders to identify and package distinctive cultural experiences in the region for the international market.
Mr Dennis Redeemer Korda, a lecturer at the Bolgatanga Technical University, said travellers increasingly used smartphones to research and plan their journeys before visiting destinations.
He identified infrastructure, data governance, skills and access as essential to the successful integration of AI into tourism.
