The Ghana Tourism Authority has launched the “Experience Ghana” Digital Tourism Campaign, a new initiative aimed at promoting domestic tourism, increasing international interest, and positioning Ghana as a leading tourism destination through digital storytelling.
The launch, held on Monday May 4 at the head office of the GTA, brought together key stakeholders in tourism and hospitality in Ghana together in one room.
Chief Executive Officer (CEO) of the Ghana Tourism Authority, Maame Efua Houadjeto, described the campaign as a bold step towards changing how Ghana presents itself to the world.
“Today is not just another launch. Today 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 said .
According to her, the campaign forms part of deliberate efforts by her outfit to deepen domestic tourism promotion across the country, following recent strategic billboard placements at key tourism and attraction sites to improve awareness and direct visitor traffic .
She noted that domestic tourism continues to play a major role in Ghana’s economy, citing data from the Ghana Statistical Service which showed that overnight domestic visitor expenditure for the 2024/2025 period stood at approximately GH¢1.83 billion, while total domestic tourism expenditure reached GH¢6.69 billion .
“These figures clearly confirm that domestic tourism is not marginal, it is central to Ghana’s tourism economy,” she stated .
Houadjeto explained that tourism promotion globally is now driven by digital experiences and online visibility rather than traditional brochures and billboards alone.
“If you are not visible online, you are invisible in the market,” she said, adding that the “Experience Ghana” campaign is a strategic shift from passive promotion to active engagement, using user-generated content and storytelling to turn Ghanaians, visitors, and the diaspora into tourism ambassadors .
She stressed that tourism remains a core economic pillar for national development, saying every tourist visit creates jobs and strengthens livelihoods across hotels, restaurants, transport services, artisan businesses, and the creative sector.
“This campaign is not just about promotion, it is about prosperity,” she emphasised .
The CEO called on Ghanaians to actively participate by visiting tourist sites, sharing their experiences online, and helping to flood the digital space with Ghana’s beauty, culture, and authenticity.
“Let us make Ghana impossible to ignore. Because when Ghana trends, tourism grows. And when tourism grows, Ghana prospers,” she said .
