The Ghana Tourism Authority has officially launched the “Experience Ghana” Digital Tourism Campaign, positioning it as a bold shift in how the country promotes its tourism potential both locally and internationally.

At the launch event on Monday, the Chief Executive Officer of the GTA, Maame Efua Houadjeto, described the initiative as more than a marketing effort, calling it a decisive step for Ghana to “take full ownership of its story” on the global stage.

“We will project ourselves boldly to the world,” she told an audience of industry stakeholders, sponsors, and media representatives, emphasizing that Ghana will no longer wait to be discovered.

The campaign builds on recent efforts by the Authority to strengthen domestic tourism, including the installation of promotional billboards at key destinations.

According to Ms. Houadjeto, data from the Ghana Statistical Service shows that overnight domestic visitor expenditure reached GHS1.83 billion, with total domestic tourism spending hitting GHS6.69 billion in 2024/2025—figures she said highlight the growing importance of the sector.

However, she noted that global tourism trends now demand a stronger digital presence.

“Tourism is no longer driven by brochures or billboards alone. If you are not visible online, you are invisible in the market,” she said.

The “Experience Ghana” campaign is designed to transition from passive promotion to active engagement by leveraging user-generated content, storytelling, and digital participation.

The initiative aims to empower citizens, visitors, and the diaspora to serve as ambassadors for Ghana’s tourism brand.

The platform will feature interactive elements and incentives to encourage participation, with the goal of boosting domestic travel, attracting international visitors, and supporting businesses across the tourism value chain—including hotels, restaurants, transport operators, artisans, and creatives.

Ms. Houadjeto underscored tourism’s role as a key driver of economic growth, stating that increased visitor activity translates directly into job creation and improved livelihoods.

She also acknowledged the support of industry partners such as Tang Palace Hotel, Labadi Beach Hotel, and Afro Arab Group, noting that their involvement reflects strong collaboration between the public and private sectors.

Addressing the media, she encouraged greater amplification of Ghana’s tourism narrative, while urging citizens to actively participate in the campaign.

“This campaign belongs to you. Visit the sites. Share the moments. Tell the stories,” she said.

She concluded by describing the initiative as a movement aimed at making Ghana a compelling and visible destination globally.

“Ghana is open. Ghana is ready. Ghana is unforgettable,” she declared, officially launching the campaign.