The Ghana Tourism Authority has officially launched its “Experience Ghana” Digital Tourism Campaign, a new initiative designed to boost domestic tourism, attract international visitors, and position Ghana as a top global destination through compelling digital storytelling.
The campaign was unveiled on Monday, May 4, at the GTA head office, bringing together key players from Ghana’s tourism and hospitality sectors.
Chief Executive Officer of the GTA, Maame Efua Houadjeto, described the initiative as a decisive shift in how the country tells its story to the world.
“Today is not just another launch. It is a declaration that Ghana is ready to take full ownership of its story. We will no longer wait to be discovered we will project ourselves boldly to the world,” she stated.
She explained that the campaign forms part of broader efforts to strengthen domestic tourism, including recent strategic billboard placements at major tourist sites aimed at increasing awareness and guiding visitor traffic.
Highlighting the economic importance of the sector, Houadjeto cited data from the Ghana Statistical Service indicating that overnight domestic visitor spending for the 2024/2025 period reached approximately GH¢1.83 billion, while total domestic tourism expenditure stood at GH¢6.69 billion.
“These figures clearly confirm that domestic tourism is not marginal it is central to Ghana’s tourism economy,” she noted.
According to her, global tourism promotion is increasingly driven by digital presence and online engagement rather than traditional methods alone.
“If you are not visible online, you are invisible in the market,” she said, emphasizing that the “Experience Ghana” campaign represents a move from passive promotion to active engagement. The initiative will leverage user-generated content and storytelling, encouraging Ghanaians, tourists, and the diaspora to act as ambassadors for the country.
Houadjeto also underscored tourism’s role as a key driver of national development, noting that every tourist visit supports jobs and livelihoods across hotels, restaurants, transport services, artisan businesses, and the creative industry.
“This campaign is not just about promotion it is about prosperity,” she stressed.
She concluded by urging Ghanaians to explore local destinations and share their experiences online.
“Let us make Ghana impossible to ignore. Because when Ghana trends, tourism grows. And when tourism grows, Ghana prospers,” she said.
By Prince Kwakye Ababio
