The Ghana Tourism Authority (GTA) has defended its marketing and promotional strategies for December in GH 2025, emphasising targeted campaigns and international outreach as key factors in driving tourist attendance.
Speaking on Showbiz A to Z, Gilbert Abeiku Aggrey Santana, Deputy Chief Executive Officer of the GTA, said the authority did not simply “get up and start” but instead conducted a series of pop-up activations to engage international markets. He cited trips to Miami, the Czech Republic, Poland, Holland, Spain, and the Netherlands as part of a strategy to attract tourists from key source markets.
“We’ve always sought to amplify the previous government’s efforts by touching areas they haven’t, ensuring that numbers continue to grow,” Santana explained. “This is not about repeating past strategies but building on them strategically.”
The deputy CEO also addressed social media criticism suggesting the GTA should have sought publicity on major international channels such as BBC or CNN. He said marketing goes beyond media exposure, noting that direct market activation often delivers more tangible results.
“The Volta Region, for example, saw accommodation oversubscribed because of our targeted marketing campaigns,” he said. “Visitors learned about these experiences through our strategic activations, not just global media coverage.”
Santana stressed that effective tourism promotion requires both strategic planning and a nuanced understanding of markets, combining awareness campaigns with practical measures to ensure visitor turnout.
The GTA’s efforts reflect a growing focus on positioning Ghana as a leading cultural and leisure destination in Africa, leveraging both domestic and international markets to expand the country’s creative economy.