Ghana’s Former Minister of Tourism, Culture and Creative Arts, Madam Catherine Afeku, has been appointed as the Brand Ambassador for Africa by the World Tourism Forum Institute (WTFI). The appointment, effective July 29, 2025, celebrates her outstanding leadership, global stature, and unwavering commitment to using tourism as a catalyst for economic growth, job creation, and cultural exchange.
The World Tourism Forum Institute, in its official appointment letter signed by BULUT BAĞCI, PRESIDENT, WORLD TOURISM FORUM INSTITUTE, described the recognition as a testament to Catherine Afeku‘s passion and vision for Africa’s transformation.
BULUT BAĞCI said:
“This appointment reflects your exemplary leadership, global stature, and unwavering commitment to the sustainable development of the African continent,especially through tourism, investment, and cultural advocacy. In your capacity as Brand Ambassador, you will serve as a strategic voice in promoting Africa as a hub for tourism-driven investment.”
He added that the Institute looks forward to collaborating with her to position the hospitality sector as a core pillar of Africa’s economic transformation, with a clear focus on job creation, empowering local communities, and reinforcing Africa’s image as a competitive global destination.
Her Journey with the Forum
Reacting to the honour, Madam Catherine Afeku traced her long-standing relationship with the Forum, recalling how in March 2017 she first participated in the World Tourism Forum in Turkey, where she passionately marketed Ghana’s tourism potential. That presentation, she said, was so well-received that it paved the way for Ghana to host the first-ever World Tourism Forum Africa Summit.
She fondly remembered the event, which brought together key global stakeholders, with former UK Finance Minister Jack Straw as guest of honour.
“Fast forward to 2025, I got a call from the President of the World Tourism Forum, who said they had monitored me over the years and my passion for tourism remains unparalleled. To now be honoured as Brand Ambassador for Africa is truly humbling,” she said.
Her Mission and Commitment
For Catherine Afeku, this new role is not only a personal achievement but also a national honour for Ghana. She emphasized that her mission is to promote not just Ghana but the entire continent with renewed passion.
“It is an honor for Ghana. Promoting Ghana and the rest of Africa with passion is my mission now. My goal is to help the organization bring tourism investment into Africa because tourism can be used as a catalyst for growth, job creation, and soft diplomacy.”
She disclosed that she is already making inroads into Nigeria and actively working to extend collaborations to Senegal and Equatorial Guinea, as part of efforts to attract meaningful tourism investment into Africa.
A Career Built for Tourism Leadership
Her passion for tourism, she explained, stems from her early years and professional training. Growing up in Kenya exposed her to the continent’s rich tourism potential, while her hospitality training in Switzerland deepened her understanding of the global industry.
These experiences, she said, made it a natural fit when she was appointed as Ghana’s first Minister of Tourism, Arts and Culture under President Nana Addo Dankwa Akufo-Addo’s first term.
“My journey has always been about showing that Africa’s beauty, culture, and potential can compete with the best in the world. This new role is an opportunity to amplify that message.”
A National Achievement
She revealed plans to officially present this recognition to the Government of Ghana, underscoring that the honor goes beyond her as an individual.
“This appointment is not just for me, but for Mother Ghana. I am humbled yet overjoyed. To God be the glory.”
With her vast experience, deep passion, and now her continental mandate, [Name] steps into this new role poised to transform Africa’s tourism narrative, attract global investment, and advance the continent’s economic prosperity through sustainable hospitality and cultural diplomacy.
