GTA CEO calls for stronger media partnership to promote tourism
The Chief Executive Officer of the Ghana Tourism Authority, Mrs Marilyn Maame Efua Houadjeto, has called for continuous collaboration with the media to educate operators, protect consumers and promote Ghana’s tourism offerings as the sector prepares for key activities scheduled for 2026.
She said the tourism industry was entering a critical phase, with higher expectations, increased opportunities and a growing responsibility to position Ghana as a competitive and credible destination in a crowded global market.
Mrs Houadjeto made the call at a media engagement held in Accra on Tuesday, her first formal interaction with journalists in 2026.
The event formed part of the authority’s strategy to deepen stakeholder engagement and strengthen partnerships critical to tourism growth.
Reflecting on the sector’s performance in 2025, she said the success of December in Ghana had been unprecedented, describing it as a turning point that transformed the initiative from a seasonal programme into a major tourism statement.
She commended the media for their role in shaping the narrative around the initiative, saying December in Ghana had become a festival and a destination of choice during the festive season.
Additionally, Mrs Houadjeto explained that the authority would in 2026 deepen its focus on quality, consistency and credibility, with increased investment in industry training and improved service delivery across the tourism value chain, including hospitality, tour operations, destination management and customer service.
She stressed the importance of regulating prices of goods and services by various stakeholders during peak periods to ensure consumers were not exploited, noting that sustainable pricing encouraged higher occupancy and long-term profitability while protecting visitors’ interests.
She noted that tourism had evolved beyond festivals and events to include job creation, investment attraction and contributions to national development, adding that progress would not be meaningful if it was not effectively communicated.
The CEO assured the media of stronger engagement, improved access to information and a more collaborative working relationship with the authority, stressing that honest conversations were necessary for growth.
Touching on infrastructure and innovation, she emphasised that the authority was engaging relevant agencies to improve access to tourism sites and was also preparing to roll out digital tools to enhance licensing, registration, levy collection, supervision and customer service delivery.
Contributing to the discussion, the Deputy Chief Executive Officer in charge of Marketing and Special Duties, Mr Gilbert Abeiku Aggrey Santana, expressed appreciation to the media for their support, particularly during the December in Ghana activities over the past year.
He encouraged journalists to develop specialised interests within the media space, noting that tourism thrived on storytelling and that modern tourism marketing relied heavily on narratives shaped by media content and public discourse rather than traditional promotional materials.
He noted that while paid publicity existed, it was often unpaid media coverage that shaped national conversations and influenced public perception about destinations.
He urged journalists to take the lead in driving constructive tourism conversations that highlighted opportunities while remaining fair, accurate and balanced, stressing the need to verify information and challenge misinformation.
Mr Santana again indicated that tourism cut across all sectors of the economy, including transport, hospitality and commerce, and therefore, required informed and responsible coverage.
By Stephanie Birikorang
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