The Ghana Tourism Authority (GTA) has officially launched the “Experience Ghana” Digital Tourism Campaign, a bold initiative aimed at deepening domestic tourism and amplifying Ghana’s global tourism appeal through digital engagement.
The launch event, held at the GTA Head Office in Accra, brought together key industry stakeholders, sponsors, media representatives, and tourism advocates, all united behind a renewed national agenda to reposition Ghana as a must-experience destination.
The event also featured presentations, a campaign video unveiling, and solidarity messages from partners and sponsors, highlighting strong industry-wide support for the initiative.
Delivering an overview of the initiative, the Deputy Chief Executive Officer in charge of Marketing and Special Duties, Gilbert Abeiku Aggrey, took participants through the concept and strategic intent of the campaign. He explained that the “Experience Ghana” campaign is designed to leverage digital platforms and user-generated content to drive engagement, increase visibility, and convert interest into actual visits across Ghana’s tourism destinations.
In her keynote address, the Chief Executive Officer of the GTA emphasized that the campaign represents a strategic shift from traditional promotion to a more dynamic, participatory approach driven by digital storytelling and user-generated content.
She noted that the initiative forms part of GTA’s broader and deliberate efforts to strengthen domestic tourism.
These efforts include the strategic installation of directional and promotional billboards across key tourism sites to improve visibility and guide visitor traffic.
Citing data from the Ghana Statistical Service, she highlighted that for the 2024/2025 period, domestic tourism expenditure remains a significant economic force, with overnight visitor spending estimated at 1.83 billion cedis and total domestic tourism expenditure reaching 6.69 billion cedis.
“These figures reinforce the fact that domestic tourism is not peripheral—it is central to the growth and sustainability of our tourism sector,” she stated.
The “Experience Ghana” campaign is designed to harness the collective voice of Ghanaians, visitors, and the diaspora, encouraging them to share authentic experiences across digital platforms while incentivizing participation through engaging content and rewards.
Gracing the occasion were representatives from key partner institutions and sponsors, who expressed strong support for the initiative:
Dickson Boadi of Afro Arab Group stated, “This campaign reflects the kind of forward-thinking collaboration needed to position Ghana competitively on the global tourism stage. We are proud to be part of this transformative journey.”
Yvonne Donkor, President of the Tour Operators Union of Ghana, noted, “This is a timely intervention. It aligns perfectly with the private sector’s efforts to drive traffic to tourism sites and create real economic impact across the value chain.”
Nii Lante Bruce of Laboma Beach Resort emphasized, “Digital visibility is the future of tourism, and this initiative gives industry players the platform to showcase what Ghana truly offers in real time.”
Joseph Amartey, Youth Tourism Ambassador, added, “This campaign speaks directly to the youth. It empowers us to tell our own stories and actively shape how Ghana is seen by the world.”
George Ayisi, Head of Sales at Labadi Beach Hotel, also underscored the campaign’s impact, stating, “Initiatives like ‘Experience Ghana’ are critical to driving occupancy and sustained interest in our destinations. It connects the digital audience directly to real experiences on the ground.”
The event also drew strong backing from sponsors including Tang Palace Hotel and Labadi Beach Hotel, reaffirming their commitment to supporting Ghana’s tourism growth.
The GTA reaffirmed that the “Experience Ghana” campaign is not merely a promotional activity but a national movement aimed at driving tourism-led economic growth, creating jobs, and strengthening Ghana’s position in the competitive global tourism market.
As the campaign rolls out, Ghanaians and visitors alike are being encouraged to explore the country, share their experiences, and contribute to a unified digital narrative that showcases the richness, culture, and vibrancy of Ghana.
