The Ghana Tourism Federation (GHATOF) has urged stakeholders in the tourism and hospitality industry to adopt digitalisation and artificial intelligence (AI) to transform the sector and improve Ghana's competitiveness. According to GHATOF President, Seth Ocran, digital technologies are increasingly becoming important tools for marketing destinations, understanding visitors, improving service delivery, and creating new tourism experiences. This call was made in a message to mark World Tourism Day 2026.
Mr. Ocran emphasized that Ghana must actively participate in the digital transformation of the tourism industry rather than simply observing the changes taking place globally. He stated that digitalisation and AI are no longer distant ideas but powerful tools for marketing destinations, understanding visitors, improving service delivery, and creating new tourism experiences. The GHATOF President encouraged stakeholders to explore the potential of digital technologies to enhance the tourism sector.
The adoption of technology should be complemented by stronger collaboration among tourism stakeholders, Mr. Ocran said. He urged the Ghana Tourism Authority (GTA) to deepen its relationship with private-sector tourism trade associations, stressing that effective regulation must go hand in hand with continuous dialogue, consultation, and partnership. A stronger relationship between the regulator and the organised private sector will help build a more coordinated, competitive, and sustainable tourism industry.
Mr. Ocran also encouraged stakeholders to explore stronger links between the Eastern Expo and major festivals and cultural events across the country. According to him, such collaboration could help create a more integrated tourism calendar, attract more visitors, and stimulate business across the regions. This, he believes, will help to promote Ghana more effectively and create greater opportunities for communities and the country.
The GHATOF President emphasized that technology alone will not build the tourism industry Ghana needs. He called for collective action among industry players, stating that people, partnerships, and shared purpose will be crucial in building a strong tourism industry. Stakeholders must work together to improve standards, develop industry personnel, and strengthen businesses.
World Tourism Day 2026 is being marked under the theme, "Digital Agenda and Artificial Intelligence to Redesign Tourism." The theme highlights the importance of digital technologies and AI in transforming the tourism sector. The GHATOF President's call for the adoption of digitalisation and AI is in line with this theme, which aims to promote the use of technology to improve the tourism industry.
The Ghana Tourism Federation's push for digitalisation and AI in the tourism sector is a significant step towards enhancing Ghana's competitiveness in the global tourism market. By adopting digital technologies and AI, the sector can improve service delivery, create new tourism experiences, and attract more visitors. This will ultimately contribute to the growth of the economy and the development of the country.
Key points
- The Ghana Tourism Federation is pushing for the adoption of digitalisation and AI in the tourism sector to improve Ghana's competitiveness.
- The adoption of technology should be complemented by stronger collaboration among tourism stakeholders.
- Collective action among industry players is necessary to build a strong tourism industry.
