Ghana Boosts Tourism Drive at WTM Africa
Strategic partnerships and cultural branding position Ghana as a year-round destination for global and intra-African travel
Ghana has strengthened its presence and commercial engagement at the WTM Africa in Cape Town, leveraging the global platform to promote destination marketing, build industry partnerships, and position itself as a leading hub for culture, business, and experiential tourism in West Africa.
The Ghana Tourism Authority led the country’s participation, bringing together key private sector players to connect with buyers, tour operators, and media from across Africa and beyond.
At the Ghana stand, exhibitors such as Labadi Beach Hotel, Landtours Ghana, and Ashanti African Tours showcased diverse aspects of Ghana’s tourism offerings. These ranged from high-end hospitality and MICE-ready facilities to curated cultural tours and heritage experiences, highlighting the country’s growing capacity to meet international travel demand.
Speaking at the event, Ekow Sampson, Deputy CEO in charge of Operations at the Ghana Tourism Authority, emphasized the importance of the platform in strengthening regional tourism.
He noted that Ghana is focused on building stronger intra-African travel connections while positioning itself as a key destination for diaspora engagement and business tourism.
Sampson also highlighted efforts to develop a consistent, year-round tourism calendar that goes beyond seasonal peaks. According to him, the goal is to ensure that each month offers unique experiences through festivals, cultural activities, and business events, thereby improving sustainability and extending visitor stays.
Central to this strategy is the Black Star Experience, which integrates culture, heritage, creative arts, and tourism into a unified national identity. He explained that this framework enhances Ghana’s appeal in both African and global markets by delivering a structured yet immersive visitor experience.
On the business tourism front, Sampson reaffirmed Ghana’s ambition to expand its MICE capacity and attract large-scale international conferences. He stressed that Ghana’s unique advantage lies in combining business opportunities with rich cultural and lifestyle experiences.
Overall, Ghana’s participation at WTM Africa reflects a coordinated effort to position the country as a competitive, experience-driven, and investment-ready destination. With strong representation from both public and private sectors, the message is clear: Ghana is steadily building its reputation as a dynamic, year-round tourism destination open for business and global engagement.
