In her first official engagement with the tourism trade since her appointment, the newly appointed CEO of the Ghana Tourism Authority (GTA), Mrs. Maame Efua Houadjeto, has met with private sector stakeholders to familiarize herself with their concerns and share her vision for the growth of Ghana’s tourism sector.
The meeting, which took place today at the Accra Tourist Information Centre, brought together representatives from over 20 trade associations under the Ghana Tourism Federation (GHATOF), including the Tour Operators Union of Ghana, Car Rentals Association of Ghana, Chefs Association of Ghana, Tour Guides Association of Ghana, and the Tourism Society of Ghana. Other key stakeholders in attendance included the Hotels Association of Ghana, Events and Meetings Professionals Association of Ghana, Board of Airlines Ghana, and the Association of Tourist Sites and Attractions Ghana, among others.
A call for stronger Public-Private engagements
Discussions at the meeting covered a wide range of industry concerns, with participants emphasizing the need for constant engagement between the public and private sectors. This aligns with the mandate of the Public-Private Partnership Forum (PPPF), a quarterly engagement spearheaded by the sector ministry through GTA.
In welcoming the new CEO, GHATOF President Charles Adu Gyamfi highlighted the opportunities her appointment presents for collaboration, innovation, and growth in the tourism sector. “GHATOF stands in full solidarity with GTA in its vision to enhance the sector, and we look forward to working closely together to take Ghana’s tourism to greater heights,” he affirmed.
Adding to the discussion, Dr. Edward Ackah-Nyamike Jr., President of the Hotels Association of Ghana, suggested that the PPPF should be restructured to have an eminent private sector leader chair the forum with full budgetary support from the Tourism Fund. He emphasized that such a move would ensure that private sector voices are heard more effectively in shaping policies and initiatives.
Domestic tourism and a national tourism fair
Mrs. Alisa Osei-Asamoah, President of the Tour Operators Union of Ghana, expressed her Union’s “unflinching support” for the new CEO and her leadership. She underscored the importance of domestic tourism, citing the Union’s efforts in promoting local travel through nationwide tours. She further called for the introduction of Ghana’s own travel and tourism fair, stating that such an event would boost local tourism and attract more visitors.
Positioning Ghana as a business and events hub
MICE (Meetings, Incentives, Conferences and Exhibitions) and business tourism also took centre stage in the discussions. Mrs.Theresa Ayoade, CEO of Charterhouse Productions and President of the Events and Meetings Professionals Association of Ghana, made a strong case for leveraging business tourism and festivals to increase tourist numbers.
She noted that while initiatives such as “December In Gh” and “Detty December” had successfully positioned Ghana as a festive season hotspot, the country faced stiff competition from regional rivals like Nigeria.
“If we are not intentional about it, we will lose it,” she warned. “We need to have that draw and pull effect to restate our claim. It’s important to come up with a sustainable formula to keep us going.”
Engaging airlines for affordable travel packages
Ghana Country Manager for ASKY Airlines and President of the Ghana Airlines Board, Worlanyo Afadzinu, stressed the need for industry stakeholders to engage airlines when designing travel and tour packages. He explained that early engagement would help manage travel costs and make Ghana a more competitive destination.
A vision for sustainability and long-term growth
In response to the concerns and suggestions raised, Mrs. Houadjeto expressed her enthusiasm about working with a “positive and forward-looking” team of private sector stakeholders. She reaffirmed her commitment to strengthening Ghana’s tourism sector and ensuring the sustainability of existing initiatives like “December In Gh” and “Detty December.”
“I will work harder to protect and retain what is ours,” she assured the stakeholders.
Mrs. Houadjeto also emphasized sustainability and ecotourism as key priorities, aligning with the government’s broader Green Agenda. She underscored the role of sustainable tourism in fostering long-term growth, stating, “It’s a strategic point where sustainability can drive long-term growth.”
Touching on the government’s Black Star Experience initiative, she reassured industry players that it would serve as a catalyst for enhancing tourism and driving growth in the sector.
She reiterated GTA’s commitment to closely collaborating with private sector stakeholders, whom she described as “the engine of the industry,” to drive the growth of Ghana’s tourism sector.
Leveraging on Ghana as the Centre of the World
Also in attendance was the newly appointed CEO of the Ghana Tourism Development Company (GTDC), Prof. Kobby Mensah. He emphasized the need for a strong promotional campaign to position Ghana as the “Centre of the World,” leveraging the country’s geographic location to attract global tourists.
According to him, the Centre of the World identity and brand is a trump card for building Ghana’s tourism, stressing that “We have to drum it to the entire world that if you celebrate New Year’s Eve at the London Eye, we will do ours at the Centre of the world.”
He pledged to work closely with the GTA and private sector stakeholders to advance this branding initiative and drive tourism growth.
