The world marks World Tourism Day on September 27, and Ghana is joining the global tourism community to explore the role of digital technologies and artificial intelligence (AI) in shaping the future of travel. This year's World Tourism Day is being observed on the theme: “Digital Agenda and Artificial Intelligence to Redesign Tourism,” highlighting the impact of technology on the tourism sector. Digital platforms and AI are increasingly influencing how tourists search for destinations, plan trips, and share travel experiences.
The digital transformation presents opportunities for destinations like Ghana to broaden visibility, improve visitor services, and support tourism enterprises. The United Nations, in its 2026 World Tourism Day message, noted that AI was changing how travellers chose destinations, how the tourism industry operated, and how travel experiences were designed. However, it stressed the need for an inclusive digital transformation that includes tourism workers, local communities, and emerging destinations.
In Ghana, efforts to promote domestic and international tourism through digital platforms and campaigns are underway. The Ghana Tourism Authority (GTA) has launched the Ghana Tourism Information System (GTIS) to support digital transformation in the sector. The Authority has also launched its “Experience Ghana” digital tourism campaign, encouraging Ghanaians and visitors to explore the country’s tourist attractions and share their experiences online.
Ghana's celebration of World Tourism Day will be integrated into a week-long event in Koforidua, Eastern Region, from September 26 to October 3. The local celebration, themed “Unlocking Opportunities for Sustainable Trade, Tourism and Investment,” will bring together tourism operators, businesses, exhibitors, investors, policymakers, and the public to showcase tourism products and explore business opportunities. Activities will include a health walk, sensitisation workshop, seminars, and exhibitions.
A workshop on September 27 will focus on the global theme, examining the opportunities and challenges presented by digital technologies and AI in tourism. The celebration provides an opportunity to consider how technology can help transform Ghana’s cultural, historical, natural, and recreational assets into accessible, marketable, and sustainable tourism experiences.
However, the increasing emphasis on digitalisation raises questions about digital skills, access to technology, data protection, cybersecurity, and the ability of smaller tourism businesses and rural destinations to participate meaningfully in the digital economy. Ghana's World Tourism Day celebration offers a chance to reflect on how its rich tourism and cultural resources can be combined with digital innovation to create competitive, inclusive, and sustainable experiences.
The local celebration in Koforidua will feature an official opening on September 28, with various activities scheduled throughout the week. The event aims to promote Ghana's tourism sector and explore business opportunities, while also highlighting the importance of digital technologies and AI in shaping the future of travel.
Key points
- The 2026 World Tourism Day is being observed on the theme: “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
- Ghana Tourism Authority has launched the Ghana Tourism Information System (GTIS) to support digital transformation in the sector.
- The local celebration in Koforidua will run from September 26 to October 3.
