GTA CEO Calls for Stronger Media Partnership to Position Ghana as Global Tourism Hub in 2026
The Chief Executive Officer of the Ghana Tourism Authority (GTA), Maame Efua Houadjeto, has called on the media to deepen collaboration with the Authority in 2026 to help position Ghana as a globally competitive and compelling tourism destination.
She made the call while speaking at the inaugural “CEO’s Time with the Media” engagement held on Tuesday, January 13, where she expressed appreciation to the media for their critical role in promoting Ghana’s tourism industry in 2025, particularly through the internationally celebrated “December in GH” initiative.
“Your work, your voices, your platforms, and your reach were instrumental in amplifying December in GH to unprecedented levels,” she said.
“The visibility was massive, the energy undeniable, and the impact—both locally and globally—was real.”
Maame Efua Houadjeto commended the media for boldly telling Ghana’s story and projecting the country as a destination for culture, music, fashion, cuisine, heritage, and people.
According to her, Ghana has evolved from merely being a place to visit into a destination to experience, creating opportunities for youth employment, entrepreneurship, and the growth of the creative economy.
Outlining the Authority’s vision for 2026, the GTA CEO said the coming year would not be “business as usual,” stressing that tourism now goes beyond festivals and visitor numbers to include job creation, investment, and national pride.
She disclosed that the Authority would place strong emphasis on raising service standards across the tourism value chain to ensure sustainable growth.
“In 2026, we are deepening our focus on quality, consistency, and credibility. We are investing more intentionally in training industry players to improve service delivery across the tourism value chain,” she stated.
“From hospitality to tour operations, from destination experience to customer service, standards must rise—and they will.”
However, Maame Efua Houadjeto noted that the success of these efforts largely depends on the media’s ability to consistently and effectively tell Ghana’s tourism story, urging journalists and media houses to be deliberate and intentional in their coverage.
She emphasized that the media are strategic partners, not just observers, in shaping global perceptions of Ghana amid increasing competition among tourism destinations.
“We need you to be deliberate. We need you to be intentional. And we need Ghana tourism to command a stronger, more consistent presence across your platforms,” she urged.
The GTA CEO assured media practitioners of the Authority’s commitment to strengthening collaboration through open communication, timely information sharing, and improved access.
“When we win, we win together. And when we fall short, we must have honest conversations—because growth demands honesty,” she added.
