The Chief Executive Officer (CEO) of the Ghana Tourism Authority (GTA), Maame Efua Houadjeto, says Ghana’s tourism industry is undergoing a major reset driven by digital transformation and a renewed commitment to world-class customer service.
According to her, the Authority is “digitising, greening, training, and creating a tourism ecosystem that is smarter, cleaner, and globally competitive.”
She made these remarks when she delivered her keynote address at the 2025 National Tourism Awards last Friday, November 14, at the Accra International Conference Centre.
The annual ceremony celebrated outstanding industry players whose innovation, creativity, and resilience continue to push Ghana’s tourism and creative arts sectors forward.
The event brought together high-profile guests including the Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, key government officials, industry leaders, and creative arts personalities.
The CEO highlighted the rollout of the Ghana Tourism Information System, describing it as “an integrated digital suite making tourism operations seamless and transparent.”
She explained that the new digital platform now allows operators to apply for and renew licences online, file and pay levies through the Levy Portal, and use the Tourism Business Manager to track expenses and manage guest data more efficiently.
She also announced a new consumer-facing platform – Experience Ghana App — a one-stop platform where visitors can browse, book, and pay for services.
She added that Virtual Ghana will allow global viewers to experience destinations through immersive virtual reality, emphasising that “with this digital foundation, tourism in Ghana is resetting — with a new direction, a new rhythm, and a new spirit.”
Beyond technology, the CEO stressed that people remain central to the industry’s transformation. “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.”
She announced a nationwide Master Training Module for hotels, restaurants, tour guides, chefs, and events professionals, and revealed an international partnership: “Through our collaboration with Rutgers University in New Jersey, we are building the skills and capacity needed to elevate Ghana’s global competitiveness.”
She also directed all GTA Regional Directors to enforce the highest standards of professionalism across hotels, tour operators, events, and cultural sites.
The night celebrated some of Ghana’s most influential creative, educational, and cultural icons. The Tourism Minister’s Legends Award honoured legendary musicians Agya Koo Nimo, Amakye Dede, and Gyedu-Blay Ambolley, as well as acting and theatre icon Grace Omaboe and filmmaker Kwaw Ansah. Veteran comedian and actor Kwaku Sintim-Misa (KSM) was recognised for his Indigenous Tourism Development investment.
Educational institutions and scholars were also acknowledged, including Ho Technical University for Tourism Programme Development. Prof. Esi Sutherland-Addy (Scholar & Playwright), Prof. Lade Wosornu (Literature), and Dr. Frank Amoakohene (Promotion).
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