In a significant move aimed at strengthening collaboration between the public and private sectors, the newly appointed Chief Executive Officer of the Ghana Tourism Authority (GTA), Mrs. Maame Efua Houadjeto, has held her first official engagement with tourism trade stakeholders.
The meeting brought together representatives from over 20 trade associations under the Ghana Tourism Federation (GHATOF), including the Tour Operators Union of Ghana (TOUGHA), Car Rentals Association of Ghana, Chefs Association of Ghana, Tour Guides Association of Ghana, Tourism Society of Ghana, Hotels Association of Ghana, Events and Meetings Professionals Association of Ghana, Board of Airlines Ghana, and the Association of Tourist Sites and Attractions Ghana, among others.
In his welcome remarks, GHATOF President Charles Adu Gyamfi emphasized the need for strong collaboration between the private sector and the GTA. “GHATOF stands in full solidarity with GTA in its vision to enhance the sector, and we look forward to working closely together to take Ghana’s tourism to greater heights,” he stated.
A key issue raised during the meeting was the importance of continued and consistent engagement between the public and private sectors, particularly through the Public-Private Partnership Forum (PPPF), a quarterly forum spearheaded by the sector ministry through the GTA. Dr. Edward Ackah-Nyamike Jr., President of the Hotels Association of Ghana, proposed a restructuring of the PPPF, suggesting that an eminent private sector figure should chair the forum, with full budgetary support allocated from the Tourism Fund.
President of the Tour Operators Union of Ghana, Mrs. Alisa Osei-Asamoah, reaffirmed TOUGHA’s commitment to supporting the GTA’s new leadership. She stressed the need to prioritize domestic tourism, highlighting the Union’s efforts in promoting local travel through nationwide tours. Additionally, she called for the establishment of a Ghanaian travel and tourism fair, stating, “A dedicated travel and tourism fair will bring in more visitors and provide a platform to showcase Ghana’s diverse attractions.”
Theresa Ayoade, CEO of Charterhouse Productions and President of the Events and Meetings Professionals Association of Ghana, made a strong case for expanding Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism as well as leveraging festivals to boost visitor numbers. While acknowledging the success of “December in GH” and “Detty December,” she warned of growing competition from Nigeria and other destinations. “We must come up with a sustainable formula to keep us going,” she noted. “If we are not intentional about it, we will lose it. We need to have that draw and pull effect to restate our claim.”
Worlanyo Afadzinu, Ghana Country Manager for ASKY Airlines and President of the Ghana Airlines Board, urged industry stakeholders to collaborate more closely with airlines when designing travel and tour packages. He emphasized that such partnerships would help in managing travel costs, making Ghana a more attractive destination for tourists.
Addressing the gathering, GTA CEO Mrs. Maame Efua Houadjeto expressed enthusiasm for working with forward-thinking industry leaders. She assured stakeholders of her commitment to protecting and enhancing flagship tourism events such as “December in GH” and “Detty December.” Additionally, she highlighted sustainability and ecotourism as key focus areas, aligning with the government’s broader Green Agenda. “It’s a strategic point where sustainability can drive long-term growth,” she stressed.
Touching on the government’s “Black Star Experience” initiative, she assured stakeholders that it would serve as a catalyst for tourism development and industry growth. “We will work closely with the private sector as the engine of the industry to grow Ghana’s tourism,” she reiterated.
Also in attendance was the newly appointed CEO of the Ghana Tourism Development Company (GTDC), Prof. Kobby Mensah. He emphasized the need for a strong promotional campaign to position Ghana as the “Centre of the World,” leveraging the country’s geographic location to attract global tourists. “The Centre of the World identity and brand is a trump card for building Ghana’s tourism,” he stated. He pledged to work closely with the GTA and private sector stakeholders to advance this branding initiative and drive tourism growth.
The engagement between the GTA CEO and tourism stakeholders marked the beginning of what many hope will be a renewed era of collaboration and progress for the sector. With strong commitments from both the public and private sectors, Ghana’s tourism industry stands poised for innovation, sustainability, and growth.