The Ghana Tourism Authority (GTA) has launched a new digital campaign dubbed “Experience Ghana,” aimed at transforming tourism promotion into an interactive, citizen-driven movement that encourages Ghanaians, visitors, and members of the diaspora to actively showcase the country’s attractions.

The initiative, unveiled in Accra, seeks to move beyond traditional tourism advertising and instead harness user-generated content, storytelling, and digital engagement to position citizens as ambassadors of Ghana’s cultural and tourism offerings.

Chief Executive Officer of the GTA, Maame Efua Houadjeto, described the campaign as a strategic shift in how the country promotes its tourism sector, emphasising participation over passive messaging.

She said the new approach is designed to build a unified national digital voice where individuals contribute directly to shaping Ghana’s global image.

“And that is exactly why we are here. The ‘Experience Ghana’ campaign is not just a marketing initiative. It is a strategic shift,” she said. “We are moving from passive promotion to active engagement… From isolated messaging to a unified national digital voice.”

According to her, the campaign introduces an interactive platform that rewards participation, with incentives aimed at boosting domestic tourism while attracting international interest and generating economic value across the sector.

She stressed that tourism remains a key pillar of national development, noting that every visitor contributes to job creation across multiple sectors, including hospitality, transport, crafts, and creative industries.

“Let me be clear: Tourism is not a side conversation in Ghana’s development, it is a core economic pillar,” she stated.

The GTA CEO also highlighted the importance of the media in the success of the initiative, describing journalists and content creators as key partners in amplifying Ghana’s tourism story.

“To the media, you are not just observers of this campaign, you are amplifiers,” she said.

She further urged citizens to actively engage with the campaign by visiting tourist sites, sharing their experiences online, and promoting Ghana’s cultural and natural attractions.

“We are not just launching a campaign. We are igniting a movement. A movement that says: Ghana is open. Ghana is ready. Ghana is unforgettable,” she added.