The Chief Executive Officer of the Ghana Tourism Authority (GTA), Maame Efua Houadjeto, has identified the character and hospitality of Ghanaians as the country’s most powerful tourism advantage, surpassing even attractions, festivals and major events.
In an interview with Francis Doku published on LinkedIn, she explained that while policies, branding and marketing are important, it is genuine human connection that defines Ghana’s tourism identity and leaves a lasting impression on visitors.
According to her, the warmth, openness and everyday friendliness of Ghanaians are what tourists remember long after they have left the country. She noted that as Ghana strengthens its tourism programmes and global positioning, deliberate efforts are being made to preserve this human element, describing it as an essential part of the national tourism experience that must never be overlooked.
Her remarks follow recent praise from foreign visitors who have publicly shared positive experiences of Ghanaian hospitality, including reactions surrounding the visit of American streamer IShowSpeed.
Maame Efua expressed confidence in Ghana’s tourism potential, stating that the sector can achieve remarkable growth if all stakeholders within the tourism ecosystem work together. Nearly one year into her tenure, she has overseen strategic reforms focused on long-term growth, sustainability and cultural relevance.
One of the major highlights of 2025 was the consolidation of December in Ghana as a flagship tourism season. The initiative delivered curated experiences for both locals and international visitors, creating lasting memories while contributing significantly to economic activity.
Heritage Month was also firmly integrated into the national tourism calendar, placing Ghanaian identity, traditions and indigenous expression at the centre of tourism promotion. Culinary tourism gained renewed momentum, with platforms such as Taste of Ghana expanded into Taste 68 at 68, a nationwide food showcase linking cuisine, history, enterprise and celebration. This approach reflected a shift toward initiatives designed for continuity and generational impact.
Major festivals were repositioned to deliver broader benefits. The Kwahu Paragliding Festival, for example, was promoted not only as an adventure attraction but also as a driver of regional tourism, cultural pride and local economic growth, demonstrating how leisure, landscape and livelihoods can align.
Sports tourism also became a key focus area. Recognising the unifying power of sports among Ghanaians at home and abroad, the GTA integrated sporting activities and partnerships into its tourism strategy. Ghana’s strong global sporting reputation, built on internationally recognised athletes, continues to attract travel and emotional connection, with improved systems now positioning the country to benefit from tourism linked to major international sporting events.
On the international front, Ghana’s tourism engagements in 2025 focused on strengthening the country’s image as a confident cultural destination. Participation in global platforms aimed at expanding market access, building partnerships and reinforcing long-term positioning. Regional and diplomatic engagements further highlighted tourism as a tool for cultural exchange and international cooperation.
Collaboration remained a central theme throughout the year, with traditional leaders, creative industry players, hospitality stakeholders, international partners and government agencies actively involved in tourism initiatives. This inclusive approach reflects a leadership philosophy anchored in shared ownership and coordination, acknowledging that tourism thrives through collective effort.
