Ghana has introduced a new phase in its tourism promotion strategy with the launch of the “Experience Ghana” digital campaign, an initiative led by the Ghana Tourism Authority to strengthen domestic tourism while increasing the country’s global visibility through structured digital engagement.
Unveiled in Accra on May 4, 2026, the campaign brings together stakeholders across the tourism and hospitality value chain, including hoteliers, tour operators and regulators. It is designed as a coordinated response to longstanding visibility gaps within Ghana’s tourism sector, despite the country’s established portfolio of cultural, heritage and natural attractions.
At the centre of the initiative is a shift from traditional promotional methods to a system built on user-generated content and real-time digital participation. Individuals are encouraged to visit tourism sites, document their experiences and share content across social media platforms using designated campaign hashtags and official handles. Participation is linked to incentives, including mobile devices, television sets, hospitality packages and sponsored stays, provided in collaboration with private sector partners such as Laboma Beach Resort, Tang Palace Hotel and Labadi Beach Hotel.
A structured framework has been established to guide participation and ensure quality control. A five-member committee has been tasked with evaluating submissions and selecting winners, with outcomes to be communicated through official channels. This model positions visitors, particularly domestic travellers and content creators, as active contributors to destination marketing rather than passive consumers.
The campaign reflects broader changes in tourism marketing, where digital visibility and experiential storytelling now influence destination choice more than static advertising. According to the Ghana Tourism Authority, the approach aims to transform how Ghana presents itself internationally, moving from passive promotion to proactive engagement.
Chief Executive Officer of the Ghana Tourism Authority, Maame Efua Houadjeto, iterated the tactical positioning of domestic tourism within the initiative, noting that, “Domestic tourism is not supplementary to our strategy, it is central to it. When Ghanaians travel within Ghana, they support jobs, sustain small businesses and keep revenue circulating within the local economy.” She further framed the campaign as a national mobilization effort, adding, “We are not just launching a hashtag, we are launching a movement that encourages Ghanaians to experience their own country, document it and project it to the world through credible, authentic storytelling.”
Economic data presented at the launch affirms this emphasis. Ghana Statistical Service figures indicate that overnight domestic visitor expenditure for the 2024, 2025 period reached approximately GH¢1.83 billion, while total domestic tourism spending stood at GH¢6.69 billion. These figures position domestic tourism as a central component of the country’s tourism economy, supporting accommodation, transport, food services, artisanal production and the creative sector.
The Authority also highlighted the employment implications of increased tourism activity, noting that each visitor interaction contributes to job creation across multiple segments of the value chain. The campaign is therefore structured not only as a promotional tool, but as an economic intervention designed to stimulate demand and sustain livelihoods.
Deputy Chief Executive Officer, Marketing and Public Affairs, Gilbert Abeiku Aggrey, emphasized the importance of digital storytelling in contemporary destination marketing, stating, “The world consumes destinations visually and digitally. If we do not tell our story consistently and creatively, others will tell it for us.” His remarks reflect the campaign’s core premise that visibility, driven by authentic user content, is central to competitiveness in global tourism markets.
Institutionally, the initiative aligns with the Ghana Tourism Authority’s mandate as the government’s lead agency responsible for regulating, marketing and developing tourism in the country. Established in 1960 and operating under the Ministry of Tourism, Arts and Culture, the Authority continues to implement policies aimed at strengthening Ghana’s position within the regional and global tourism market.
The “Experience Ghana” campaign also builds on previous national initiatives such as the “Year of Return” and “Beyond the Return”, which demonstrated the impact of coordinated branding and diaspora engagement on visitor arrivals and revenue generation. Unlike these earlier programmes, which focused largely on international audiences, the current campaign places domestic travellers at the centre of promotion, while still leveraging global digital platforms to extend reach.
By integrating structured incentives, digital storytelling and stakeholder collaboration, the campaign introduces a model that seeks to balance domestic participation with international exposure. Its emphasis on measurable engagement, content-driven promotion and economic contribution reflects a more data-informed approach to destination marketing.
