Ghana Tourism Authority launches ‘Destination Ghana’
The Ghana Tourism Authority has launched an 18 month tourism campaign dubbed ‘Destination Ghana to showcase Ghana’s numerous tourist attractions and opportunities to the world.
According to the Authority, the campaign launched will target the UK and European travel markets. It was launched on April 3, 2022 at the Canary Wharf Riverside Plaza, London UK.
In attendance was the President of the Country, H.E Nana Addo Dankwa Akufo-Addo, H. E Papa Owusu Ankomah, Ghana High Commissioner to UK, UK High Commissioner to Ghana, H.E Mrs. Harriet Thompson World Bank Country Director to Ghana, H.E Mr. Pierre Laporte, UK Trade Envoy to Ghana, Baroness Hoey of Lylehill & Rathlin, Ghana’s Minister of Foreign Affairs and Regional Integration, Hon. Shirley Ayorkor Botchwey, the Minister for Tourism, Arts and Culture.
Hon. Dr. Ibrahim Mohammed Awal and Councillor Maria Lovell MBE. A cross-section of UK based Ghanaian celebrities like Boateng, Host and TV Presenter June Se, Musicians Reggie and Bollie, Fuse ODG, Stormzy, footballer Danny Welbeck, and Tess.
In a speech read by the President, he said, “A few years ago, at the National Press Club in Washington DC in the United States of America, I launched the historic Year of Return tourism and diaspora engagement campaign putting the spotlight on Ghana’s Pan African credentials. The Campaign showcased Ghana’s vision of accelerating the process of Social and Economic Progress in Africa.”
He said, “Today we also provide an opportunity for our Ghanaian based travel and tour operators to reconnect with their UK counterparts in what will be win-win offerings and partnerships. Ghana is building a thriving Tourism economy by leveraging its natural potential. Notable among them are the Aburi Botanical Garden! Modelled after the famous Kew Botanical Garden here in London, the Yaa Asantewaa Memorial Museum and the Kente Museum.”
“The success of the efforts we are putting in today and the opportunities we are presenting will be measured in terms of the increased numbers of tourists, the bonds of friendship and partnerships to be formed out of the gathering and above all the satisfaction the visitors to our beautiful country will enjoy I invite you to visit Ghana, the Center of the World. We are Open and Ready” he emphasized.
He added, in the same year of 2019, Ghana was chosen by the African Union to host the Secretariat of the African Continental Free Trade Area (AfCFTA). It will cover a market of 1.2 billion people, with a combined GDP of US$3 trillion across the fifty-four (54) Member States of the Union that have signed up to the Agreement AFCFTA
“The tourism industry has seen a slow but steady recovery since COVID-19. Interest in nature-based, adventure and leisure tourism has grown, offering new opportunities to visitors. Ghana has an abundance of these offerings and that is what we are here to showcase to the World using our historical connection with the United Kingdom as a launch pad.”
Ghana was the first African nation to gain independence from the UK in 1957. In 2001, the UK Office of National Statistics reported there were 56,112 British-/Ghanaians living in the UK rising to 95,666 in 2011. This further rose to 114,000 in 2019. Among them are historic British Ghanaian figures like the famous Politician Paul Boateng, fashion icon -Oswald Boateng, Host and TV Presenter June Sarpong, Musicians Reggie and Bollie, Fuse ODG and Stormzy, footballer Danny Welbeck, Actress Clare-Hope Ashitey and many more who have showcased to the world that Ghana is a country of a rich and diverse culture and heritage.
Our focus over the next 18 months of this campaign dubbed “Destination Ghana” is to use our Culture, History, Heritage and beautiful natural scenery to embrace adventure tourists, fun-lovers and leisure seekers hoping to find a unique experience in Africa. Ghana is open and ready to welcome you .
About Destination Ghana
Destination Ghana is Ghana’s European marketing drive focused on positioning Ghana as the ideal destination for fun, adventure, relaxation, unique cultural immersion opportunities, and captivating natural vistas all undergirded by a strong sustainability ethos.
With the COVID-19 situation largely stabilizing around the world, it is time to re-engage Ghana’s generating markets with the message that the country is *Open and Ready* and is perfectly positioned to offer enriching experiences to its visitors.
The United Kingdom is a key market for Ghana. It is one of the most significant source markets for international arrivals in Ghana. Secondly, the United Kingdom is home to a sizeable community of second and third generation Ghanaian diasporas. This makes the United Kingdom, the ideal/starting point to launch Ghana’s European marketing, drive.
Destination Ghana will firmly position Ghana in the evoked sets of possible destinations for the UK and European travellers highlighting the underlying key attributes of Ghana.