GTA launches ‘Experience Ghana’ campaign to boost domestic tourism
The Ghana Tourism Authority (GTA) has launched a digital campaign dubbed “Experience Ghana” to promote domestic tourism and encourage citizens to explore and showcase the country’s attractions.
The initiative seeks to deepen local tourism participation by leveraging user generated content and digital storytelling to position Ghanaians as ambassadors of the country’s rich cultural heritage and tourism potential.
Speaking at the launch in Accra yesterday, the Chief Executive Officer of the Authority, Maame Efua Houadjeto, said domestic tourism continued to record steady growth, with about 15,388,997 visits and expenditure of GH¢6.5 billion in 2023, according to the Ghana Statistical Service (GSS).
She added that between 2024 and 2025, about 6.6 million same day visits were recorded, while overnight domestic tourism generated about GH¢8.8 billion, underscoring the sector’s importance to the economy.
Mrs Houadjeto said the Authority was intentionally promoting domestic tourism to encourage Ghanaians to appreciate their identity, culture and heritage, stressing that tourism remained a core pillar of national development.
“Today is not just another launch, it is a declaration that Ghana is ready to take full ownership of its story. We will no longer wait to be discovered, we will project ourselves boldly to the world,” she said.
She noted that although Ghana had always possessed rich tourism assets including festivals, landscapes and hospitality, there had been a lack of sustained and coordinated visibility.
According to her, the campaign marked a shift from passive promotion to active engagement by harnessing citizens, visitors and the diaspora through storytelling and digital participation.
The Deputy Chief Executive Officer in charge of Marketing and Special Duties, Mr Gilbert Abeiku Aggrey Santana, said participants were required to visit any tourist site, create original content and share it on social media using the hashtag #ExperienceGhana while tagging the Authority.
He explained that winners would be selected weekly by an independent committee, adding that staff of the Authority and their spouses were not eligible to participate to ensure transparency.
Mr Santana said the campaign would run continuously, with prizes expected to be awarded over several weeks depending on available packages.
He said prizes included mobile phones, television sets, and hospitality packages such as weekend stays, lunch and dinner offers from hotels including Tang Palace Hotel, Labadi Beach Hotel and Laboma Beach Resort.
He added that some winners would also enjoy exclusive experiences such as one year access to beach facilities, while additional packages had been provided by partner institutions and restaurants.
Mr Santana said winners would be announced on the Authority’s social media platforms as part of efforts to grow its digital presence and engagement.
A representative of Laboma Beach Resort, Mr Nee Lante Bruce, speaking on behalf of its Chief Executive Officer, Dr Albert Tetteh Botchway, said tourism had evolved beyond destinations to experiences.
He said visitors were increasingly seeking memorable and authentic experiences, stressing that Ghana already possessed the culture, food and atmosphere needed to attract global attention if properly packaged and promoted.
He urged the public to actively participate in the campaign by visiting tourist sites and sharing their experiences to help promote Ghana locally and internationally.
BY STEPHANIE BIRIKORANG
Follow our WhatsApp Channel now! https://whatsapp.com/channel/0029VbAjG7g3gvWajUAEX12Q
