By Hafsa Obeng, GNA
Accra, May 5, GNA – The Ghana Tourism Authority (GTA) has launched the Experience Ghana Digital Tourism Campaign to boost domestic tourism and enhance the country’s international visibility.
The initiative is designed to stimulate economic growth through citizen‑driven storytelling and online engagement.
Mrs Maame Efua Houadjeto, Chief Executive Officer of the Authority, said that the campaign marked a bold declaration that Ghana was ready to take ownership of its story and project itself confidently to the world.
“Tourism globally has changed. It is no longer driven by brochures or billboards alone. It is driven by experience, amplified through digital platforms and validated by real people. If you are not visible online, you are invisible in the market,” she said.
Mrs. Houadjeto explained that the campaign formed part of deliberate efforts to promote domestic tourism through billboard placements at key sites across the country to direct visitor traffic, raise awareness and encourage Ghanaians to explore destinations locally.
Data from the Ghana Statistical Service for 2024/2025 indicated that expenditure on overnight domestic visitors stood at GH¢1.83 billion, while total domestic tourism expenditure reached GH¢6.69 billion, underscoring its central role in Ghana’s tourism economy.
Mrs Houadjeto said the campaign represented a strategic shift from passive promotion to active engagement, with citizens, visitors and the diaspora serving as ambassadors through user‑generated content, storytelling and digital participation.
“This campaign is not just about promotion, it is about prosperity,” she said.
She commended sponsors and partners, including Tang Palace Hotel, Labadi Beach Hotel and Afro Arab Group, for supporting the initiative and demonstrating confidence in Ghana’s tourism future.
Mr Gilbert Abeiku Aggrey, Deputy CEO in charge of Marketing and Special Duties, said the campaign was introduced to refresh earlier tourism slogans and align with changing global trends.
He explained that tourism was no longer only about visiting physical sites but about memorable experiences that inspire repeat visits.
Mr Aggrey noted that many tourists and members of the diaspora already shared positive videos and testimonials online, and the campaign sought to harness such user‑generated content as a marketing tool.
Participants who created original content after visiting tourist sites and shared their experiences with the hashtag #ExperienceGhana would stand the chance of winning prizes, including mobile phones, television sets, weekend stays at partner hotels and resort experiences.
Mr Aggrey emphasised that staff of the Authority and their associates would be excluded from the competition to ensure fairness and transparency.
He urged Ghanaians to visit attractions, create authentic content and help position Ghana as a preferred tourism destination.
The campaign will run as long as prizes last, with winners selected by an independent team.
GNA
Edited by Kenneth Sackey
Reporter: Hafsa Obeng
[email protected]