The Chief Executive Officer of the Ghana Tourism Authority (GTA), Maame Efua Houadjeto, has underscored the critical role of the media in positioning Ghana as a competitive, credible, and all-year tourism destination, as she engaged media practitioners at the CEO’s Time with the Media held at the Accra City Hotel.

The engagement, her first formal interaction with the media in 2026, served as a moment of reflection on the gains made in 2025—particularly the unprecedented success of December in GH—and a clear call to action for the year ahead.

Addressing the media, the CEO expressed profound appreciation for their commitment and professionalism, noting that their collective efforts significantly amplified Ghana’s tourism narrative both locally and globally.

“Your work, your voices, your platforms, and your reach were instrumental in amplifying December in GH to unprecedented levels.

Because of you, December in GH was not just a season; it became a statement,” she said.

Ghana’s Story Beyond December

Madam Houadjeto emphasised that the broader objective goes beyond seasonal tourism to positioning Ghana as a leading destination in Africa and beyond.

She highlighted the growing global appreciation for Ghana’s culture, fashion, music, cuisine, and heritage, noting that tourism is increasingly driving job creation—particularly among the youth and the creative economy.

“Today, the world is not only coming to Ghana for events; they are coming to experience our culture, our fashion, our culinary offerings, and our people,” she stated.

“Tourism is creating real opportunities—empowering creatives, entrepreneurs, and a new generation of content creators who are telling Ghana’s story in powerful ways.”

She reiterated that GTA’s strategic focus in 2026 includes strengthening service delivery, improving standards across the tourism value chain, and supporting inclusive and sustainable growth.

Media as Strategic Partners

The CEO was unequivocal in describing the media not as observers, but as essential partners in tourism development.

She called for deliberate and intentional coverage of Ghana’s tourism offerings to help shape perception and influence global audiences.

“Tourism today is not just about festivals and footfall. It is about jobs, investment, and national pride. And in that equation, the media are not spectators—you are partners,” she stressed.

She further added:“ If the story is not told well, the progress will not be felt. That is why your role this year is even more critical.”

A Bold Vision for 2026

Outlining GTA’s vision for the year, Madam Houadjeto announced a renewed focus on quality, consistency, and credibility, including targeted training for industry players across hospitality, tour operations, destination management, and customer service.

“Standards must rise—and they will,” she affirmed.

She also revealed plans to build on the momentum of December in GH by strengthening regional participation, improving stakeholder coordination, and positioning Ghana as an all-year tourism powerhouse.

Commitment to Collaboration

The CEO assured media partners of GTA’s commitment to stronger engagement, better access to information, and a more collaborative working relationship.

“When we win, we win together. And when we fall short, we must have honest conversations—because growth demands honesty,” she noted.

She concluded with a rallying call for unity of purpose as Ghana’s tourism story continues to evolve.

“The world is watching. The bar has been raised. And together, we can take Ghana’s tourism industry to the next level.”

The engagement was attended by media practitioners from across the country and formed part of the Authority’s broader strategy to deepen stakeholder engagement and strengthen partnerships critical to tourism growth in 2026 and beyond.