Ghana’s tourism sector is undergoing a transformative reset driven by digital innovation, high-standard service delivery, and a renewed focus on global competitiveness, according to the Chief Executive Officer of the Ghana Tourism Authority (GTA), Maame Efua Houadjeto.
She made this declaration during her keynote address at the 2025 National Tourism Awards held on Friday, November 14, at the Accra International Conference Centre.
Addressing industry leaders, creative arts personalities, government officials, and tourism stakeholders, Houadjeto noted that Ghana’s tourism landscape is entering a new era. “We are digitising, greening, training, and creating a tourism ecosystem that is smarter, cleaner, and globally competitive,” she said. The event, which honoured outstanding performers in the tourism and creative arts sectors, highlighted the pivotal role of innovation and resilience in shaping Ghana’s future as a leading destination.
A central theme of her speech was the implementation of the Ghana Tourism Information System, which she described as “an integrated digital suite making tourism operations seamless and transparent.” The new system allows tourism operators to apply for and renew licences online, file and pay statutory levies through a dedicated Levy Portal, and utilise the Tourism Business Manager to track operational expenses and manage guest data more effectively.
Houadjeto also unveiled new consumer-focused digital tools designed to enhance visitor experiences. Among them is the Experience Ghana App, which will serve as a one-stop platform for travellers to browse, book, and pay for tourism services—from tours and attractions to accommodation and events. Complementing this is Virtual Ghana, an immersive virtual reality platform that allows global audiences to explore key destinations digitally. According to the CEO, “With this digital foundation, tourism in Ghana is resetting — with a new direction, a new rhythm, and a new spirit.”
Beyond digital transformation, Houadjeto emphasized that people remain at the heart of the tourism industry. “Service excellence is the soul of tourism,” she said. “We’re not just training people — we’re inspiring a new service culture grounded in pride and professionalism.” To drive this vision, she announced the roll-out of a nationwide Master Training Module tailored for hotels, restaurants, tour guides, chefs, and event professionals.
She also revealed a major international partnership with Rutgers University in New Jersey, aimed at strengthening capacity-building within the sector. “Through our collaboration with Rutgers University, we are building the skills and capacity needed to elevate Ghana’s global competitiveness,” she said. Additionally, she directed all GTA Regional Directors to enforce the highest levels of professionalism across hotels, tour operations, events, and cultural institutions.
The awards ceremony also celebrated some of Ghana’s most influential figures in music, theatre, education, and cultural heritage. The Tourism Minister’s Legends Award honoured iconic musicians Agya Koo Nimo, Amakye Dede, and Gyedu-Blay Ambolley, as well as acting veteran Grace Omaboe and celebrated filmmaker Kwaw Ansah. Renowned comedian and actor Kwaku Sintim-Misa (KSM) was also recognised for his contribution to Indigenous Tourism Development.
Educational institutions and scholars received special recognition, including Ho Technical University for excellence in Tourism Programme Development. Other honourees included Prof. Esi Sutherland-Addy, Prof. Lade Wosornu, and Dr. Frank Amoakohene for their outstanding contributions to literature, scholarship, and promotion of Ghanaian culture.
The 2025 National Tourism Awards reaffirmed Ghana’s commitment to redefining its tourism identity through innovation, capacity-building, and service excellence—positioning the country as a dynamic global destination.
