The Ghana Tourism Authority has officially launched “Experience Ghana”, a new digital tourism campaign designed to shift the country’s tourism promotion from passive messaging to active engagement while inviting Ghanaians, visitors, and the diaspora to participate as storytellers and ambassadors.
Speaking at the launch, the Chief Executive Officer of the Ghana Tourism Authority, Maame Efua Houadjeto, described the initiative as a strategic national movement rather than a typical marketing effort. She said the campaign is built to harness the influence of every Ghanaian both home and abroad through user-generated content, storytelling, and digital participation.
“And that is exactly why we are here. The “Experience Ghana” campaign is not just a marketing initiative. It is a strategic shift. We are moving from passive promotion to active engagement. From telling people about Ghana… to inviting them to experience Ghana. From isolated messaging… to a unified national digital voice.”
The CEO added that the “Experience Ghana introduces a dynamic, interactive platform where participation is rewarded,” adding that the campaign includes incentives and aims to drive domestic tourism, increase international interest, and generate economic value across the tourism sector.
Maame Efua Houadjeto emphasized that tourism is central to Ghana’s development agenda, explaining that every tourist visit can translate into jobs and that every experience shared can increase the nation’s visibility.
She noted that tourism revenue strengthens livelihoods throughout the value chain, including hotels, restaurants, artisans, transport operators, and creatives, underscoring that the campaign is “about prosperity,” not just promotion.
“Experience Ghana introduces a dynamic, interactive platform where participation is rewarded. It is a campaign with incentives, with energy, and with purpose—designed to drive domestic tourism, increase international interest, and ultimately generate economic value.”
“Let me be clear: Tourism is not a side conversation in Ghana’s development—it is a core economic pillar.”
The GTA CEO also used the opportunity to appreciate the work of the media saying they play an essential role as amplifiers that go in a long way to shape perception and drive engagement.
“To the media, you are not just observers of this campaign—you are amplifiers,” she stated.
The CEO urged Ghanaians to visit tourism sites, share moments, and tell Ghana’s story using their platforms. She said the aim is to flood the digital space with Ghana’s beauty, culture, energy, and authenticity.
“Today, we are not just launching a campaign. We are igniting a movement. A movement that says: Ghana is open. Ghana is ready. Ghana is unforgettable.”
