The Chief Executive Officer of the Ghana Tourism Authority (GTA) Maame Efua Houadjeto, has called on the media to deepen their partnership with the Authority in 2026 to position Ghana as a globally competitive and compelling tourism destination.
Speaking at the inaugural “CEO’s Time with the Media” on Tuesday January 13, Maame Efua Houadjeto expressed gratitude to the media for their pivotal role in amplifying Ghana’s tourism story in 2025, especially through the globally acclaimed “December in GH” initiative.
“Your work, your voices, your platforms, and your reach were instrumental in amplifying December in GH to unprecedented levels. The visibility was massive, the energy undeniable, and the impact, both locally and globally was real.”
The CEO lauded the media for boldly telling Ghana’s story and showcasing the country as a destination for culture, music, fashion, culinary experiences, heritage, and people.
According to her, Ghana has transitioned from being a place to visit to a destination to experience, creating opportunities for youth employment, entrepreneurship, and a thriving creative ecosystem.
Outlining the Authority’s vision for 2026, Maame Efua Houadjeto emphasized that the year 2026 would not be “business as usual,” noting that tourism had transcended festivals and visitor numbers to encompass jobs, investment, and national pride.
The CEO stated that the Authority was committed to elevating service standards across the tourism value chain, from hospitality to customer service, 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. From hospitality to tour operations, from destination experience to customer service, standards must rise—and they will.”
The CEO, however, stressed that the success of these initiatives hinged on the media’s ability to tell Ghana’s tourism story effectively, urging them to be deliberate, intentional, and consistent in their coverage.
She reiterated the critical role of the media as partners and not mere observers, in shaping the perception of Ghana as a preferred tourism destination amidst growing global competition.
“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 charged the media.
Maame Efua Houadjeto assured media practitioners of the Authority’s commitment to fostering a stronger collaboration through better access to information, timely updates, and open communication.
“When we win, we win together. And when we fall short, we must have honest conversations because growth demands honesty.”
