Technology is rapidly transforming how people discover, book, and experience tourism across the globe. From artificial intelligence-powered travel planners to seamless online booking platforms, destinations worldwide are racing to keep pace.
Yet in Ghana, where tourism is on the rise, the urgency to embrace this shift has never been greater—and that is exactly what the Ghana Tourism Development Company (GTDC) set out to address at its landmark gathering, “The Big Tourism Conversation,” in Accra.
Held on Wednesday, August 3, at the Accra City Hotel, GTDC unveiled two transformative online platforms poised to redefine tourism in Ghana: the Ghana Tourism Marketplace (GTM) and the Ghana Tourism Investment Platform (GTiP).
These digital tools are more than mere innovations—they symbolise GTDC’s response to mounting domestic tourism demand and a strategic pivot to modernize Ghana’s travel industry in an increasingly connected world.
GTM: A centralised hub for seamless tourism
The Ghana Tourism Marketplace (GTM) emerges as a centralised digital ecosystem aggregating accommodation, tours, transport, cultural experiences, gastronomy, events and more—offered by vetted local vendors. It delivers one-stop access for bookings, local insights, and travel planning, empowering consumers while promoting Ghana’s cultural heritage
GTDC’s CEO, Professor Kobby Mensah, described GTM as a “game-changer.” Under his leadership, the platform is being developed at no cost to operators—no registration fees, no hidden charges—and aims to boost visibility for local businesses while reducing reliance on international Online Travel Agencies (OTAs) that historically withheld payment from Ghanaian vendors.
GTiP: Mapping investment opportunities
Complementing GTM is the Ghana Tourism Investment Platform (GTiP), another digital initiative designed to highlight Ghana’s untapped tourism assets and opportunities to investors worldwide. Prof. Mensah affirmed the significance of GTiP: “We’re building what we call the Ghana Tourism Marketplace and Ghana Tourism Investment Platform. These are digital spaces that could actually help us get the entire space uplifted,” promising a turnaround in the shortest possible time.
Contextualizing the digital shift
Prof. Mensah has repeatedly emphasized that tourism infrastructure extends beyond physical structures—it must include digital systems that collect data, enhance customer experience, and foster quality improvements across the sector. He framed technology as the critical ingredient to reshaping Ghana’s tourism economy from the ground up.
This digital drive aligns with growing momentum in Ghana’s tourism landscape. For instance, GTDC has already launched initiatives like “Accra by Night,” a curated night tour promoting Ghana’s vibrant cultural economy after dark and includes experiences for local artists and service providers to shine outside standard daylight hours.
Additionally, the rollout of a Fleet Pool Management Service (FPMS) offers reliable transport options for tourists via partnerships with garage operators—filling GTDC’s earlier absence in fleet services and creating revenue-sharing models with private operators.
All these initiatives are powered by a forward-thinking digital agenda and within the framework of government’s ‘24 Hour Economy’ and ‘the Black Star Experience’ initiatives.
Tourism by the numbers: A sector ripe for growth
Ghana’s tourism sector reached new heights in 2024, charting record-breaking figures. The sector generated $4.8 billion in revenue, hosting 1.288 million international visitors, a 12% increase from 2023. Domestic attraction also surged, with 1.68 million visits to local tourist sites—a 19% jump from the previous year. Growth was driven by visitors from the U.S., Nigeria, and the U.K.; increased cruises; extended average stays; and heightened average spending per tourist.
These ongoing digital transformations by GTDC could accelerate that momentum, linking Ghana’s rich heritage and tourism assets directly with global travellers and investors.
Prof. Mensah: “We have constrained infrastructure to only physical structures for too long—but infrastructure is also about systems and support. Technology is the way forward.” “We have sat here and allowed OTAs abroad to take our money for far too long. It is not going to happen again, not when I am at GTDC.” “We’re building a very robust, strategically oriented tourism market… GTDC team is made up of quite dynamic young people…”
On GTiP, he declared: “These are digital spaces that could actually help us get the entire space uplifted,” adding that “Ghana’s tourism will regain its footing through technology.”
While extensive stakeholder engagements had been carried out prior to Wednesday’s launch, “The Big Tourism Conversation” provided an opportunity for all to gather under one roof, share feedback and have their concerns addressed as GTDC works to cross the T’s and dot the I’s in its bid to build truly robust, industry-ready digital platforms. Prof. Mensah assured stakeholders of more engagements on the accessibility and utilisation as the platforms go live.
