On Sunday, 27 September, the world marked World Tourism Day under the theme "Digital Agenda and Artificial Intelligence to Redesign Tourism." In his message for the day, the President of the Ghana Tourism Federation (GHATOF), Mr. Seth Ocran, had one clear ask for Ghana's tourism industry: get in the room where this change is happening.
He explained that digital tools and AI are already changing how destinations are marketed, how we understand our visitors and how services are delivered. They are also opening the door to tourism experiences that did not exist before. Ghana, he said, cannot afford to stand still while the rest of the industry moves.
In his words: "Digitalisation and artificial intelligence are no longer distant ideas; they are becoming powerful tools for how we market destinations, understand our visitors, improve service delivery and create new tourism experiences. Ghana must not simply watch this transformation; we must actively participate in it."
The People Who Make Tourism Work
Before anything else, Mr. Ocran paid tribute to the people who keep the industry running. He thanked tourism and hospitality businesses and workers for their resilience, and named the hoteliers, tour operators, drivers, chefs, tour guides, travel professionals, food vendors and attraction managers who shape what every visitor feels about Ghana.
Partnership Is the Way Forward
The President was clear that this transformation is not something any one business or organisation can carry alone. He urged players to move away from working in isolation. Partnerships, he said, can raise standards, build our human resources, promote Ghana better and create more opportunities for communities.
"But technology alone will not build the tourism industry we want. People, partnerships and shared purpose will," he said.
He left the industry with a question to sit with: "What can we do together that none of us can achieve alone?"
Eastern Expo
Mr. Ocran commended the organisers of the Eastern Expo for creating a space where business, culture, tourism and enterprise meet. He believes the expo can become an important fixture on Ghana's tourism calendar, and encouraged the organisers and tourism authorities to connect it with major festivals and cultural events across the country. A more joined-up calendar, he said, would bring in more visitors and stimulate business activity in the regions.
He also thanked the Minister for Tourism, Culture and Creative Arts, Hon. Abla Dzifa Gomashie, for her leadership and commitment to the sector, and called on industry stakeholders to keep supporting the Ministry as it builds a tourism economy that works for businesses, workers and communities.
Regulator and Private Sector, Working Together
The President also called on the Ghana Tourism Authority (GTA) to deepen its engagement with private-sector tourism trade associations. He acknowledged that effective regulation matters, and added that regular dialogue, consultation and partnership with the businesses operating on the ground are just as necessary.
"A stronger relationship between the regulator and the organised private sector will help us build a more coordinated, competitive and sustainable tourism industry," he said.
He closed by thanking everyone in tourism and hospitality for their resilience and commitment, and reminded the industry that collective action is what will build a strong tourism economy for Ghana.
Source: Marketing & PR Desk, GHATOF