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Ghana has significantly enhanced its visibility and trade prospects at the World Travel Market (WTM) Africa in Cape Town, positioning itself as a key hub for culture, business, and experiential tourism in West Africa. The country’s participation, led by the Ghana Tourism Authority (GTA), focused on expanding destination marketing, fostering industry partnerships, and promoting Ghana’s diverse tourism offerings to both African and international markets.
Key exhibitors at the Ghana stand included Labadi Beach Hotel, Landtours Ghana, and Ashanti African Tours, each showcasing different aspects of the country’s tourism sector. From premium hospitality and meetings infrastructure (MICE) to curated cultural experiences and heritage travel, these exhibitors highlighted Ghana’s depth and capacity to support international tourism demand.
Strengthening Intra-African Tourism Linkages
Speaking at the event, Ekow Sampson, Deputy CEO of the Ghana Tourism Authority, emphasized the importance of WTM Africa in Ghana’s long-term strategy to boost intra-African tourism. “This platform allows us to directly engage with other African destinations and trade partners. Our goal is to build stronger tourism flows within Africa,” Sampson stated.
He further noted that Ghana is positioning itself as an ideal partner for regional travel, diaspora engagement, and expanding business tourism opportunities.
Building a Year-Round Tourism Economy
Sampson outlined Ghana’s efforts to develop a more consistent tourism calendar that reduces reliance on seasonal peaks and major events. “We’re aiming for a destination where there’s something unique to experience every month, whether it’s a festival, cultural event, or business gathering,” he explained. This strategy is designed to make the tourism sector more sustainable, extend visitor stays, and ensure consistent demand throughout the year.
The Black Star Experience: A Unified Tourism Strategy
Central to Ghana’s tourism identity is the Black Star Experience, a framework that ties together the country’s culture, heritage, creative arts, and tourism offerings into a unified national brand. Sampson explained that this approach not only strengthens Ghana’s appeal in African and global markets but also provides a structured yet immersive experience for visitors.
Expanding MICE and Events Infrastructure
Sampson also reaffirmed Ghana’s commitment to growing its MICE (Meetings, Incentives, Conferences, and Exhibitions) capacity to attract larger international conferences. “We are working towards a future where Ghana can host larger conventions and exhibitions on a global scale,” he said.
He noted that Ghana’s unique strength lies in combining business tourism with rich cultural experiences. “Delegates don’t just attend meetings—they experience our heritage, our people, and our culture. That’s what sets us apart,” he added.
A Unified Destination Message
Ghana’s participation at WTM Africa reflects a coordinated national effort to position the country as a competitive, experience-rich, and investment-ready tourism destination. With strong private sector representation from Labadi Beach Hotel, Landtours Ghana, and Ashanti African Tours, Ghana’s message from Cape Town was clear: the country is open for business, open for tourism, and building its reputation as one of Africa’s most compelling year-round destinations.
Story by Efua Nessa
Source:Loco tv