By Rebecca Ampah
Ghana Tourism Authority has launched a new digital tourism campaign aimed at boosting domestic travel and increasing international visibility of the country’s rich cultural and natural attractions.
The initiative, dubbed “Experience Ghana,” is spearheaded by the Ghana Tourism Authority in collaboration with industry stakeholders.
The campaign seeks to reposition Ghana’s tourism sector through a more strategic, interactive, and reward-driven approach.
The “Experience Ghana” campaign introduces an interactive system, where participants are encouraged to visit tourist sites, create content, and share their experiences online.
Selected participants will receive incentives such as mobile phones, television sets, and sponsored stays at partner hotels.
This approach aims to turn tourists, especially domestic tourists and content creators into active promoters of Ghana’s destinations.
Speaking at the launch, officials emphasized that Ghana is not lacking in tourist attractions but has historically struggled with sustained coordinated visibility.
The campaign is designed to bridge that gap by leveraging digital platforms to showcase the country’s heritage, festivals, landscapes, and hospitality.
The Chief Executive Officer of the Ghana Tourism Authority, Maame Efua Houadjeto, noted that the initiative goes beyond promotion, describing it as a tool for economic growth.
According to her, every tourist visit contributes to job creation across the value chain, including hotels, restaurants, transport services, artisans, and creatives.
Deputy CEO Abeiku Santana revealed that the campaign was developed to refresh previous tourism slogans and align with modern trends where visitor experience, rather than just physical attractions, drives tourism decisions.
He noted that user-generated content will play a key role in promoting Ghana, as real experiences shared online can attract both local and international visitors.
Deputy CEO in charge of Operations, Ekow Sampson, highlighted the importance of domestic tourism, noting that millions of Ghanaians travel within the country annually, generating billions in expenditure. However, he pointed out that most travel is concentrated in certain regions, leaving significant untapped potential across the country.
He explained that the campaign is intended to encourage Ghanaians to explore lesser-known destinations, thereby spreading economic benefits more evenly and supporting local businesses nationwide.
Also addressing the event, Deputy CEO for General Services, Ben Anane Nsiah, stressed the need for citizens to deliberately travel within the country, describing Ghana as a “beautiful and diverse destination” with landscapes comparable to top global locations.
The campaign is also supported by private sector partners, reflecting a broader collaboration between government and industry to drive tourism growth.
Organisers say the “Experience Ghana” initiative is ultimately about creating a movement that encourages Ghanaians to explore their own country, share authentic stories, and position
Ghana as a must-visit destination globally.
They believe that, as more people engage with the campaign and share their experiences, Ghana’s tourism sector will expand, and lead to increased economic opportunities and national development.
