The Ghana Tourism Federation (GHATOF) has urged the country to adopt digitalisation and artificial intelligence (AI) to transform its tourism industry and make it more competitive. According to GHATOF President, Seth Ocran, digitalisation and AI are rapidly becoming important tools for destination marketing, understanding visitor behaviour, improving service delivery and creating new tourism experiences. He made the call in a message to mark World Tourism Day 2026, celebrated on September 27.
Mr Ocran emphasized that Ghana could not afford to remain a passive observer as technology transformed the global tourism industry. He stated that digitalisation and AI were no longer distant ideas, but powerful tools that could help Ghana market its destinations, understand its visitors, improve service delivery and create new tourism experiences. The GHATOF President commended tourism and hospitality businesses and workers for their resilience and contribution to keeping the sector active.
Mr Ocran also called for stronger collaboration among stakeholders in the tourism industry, saying technology alone could not deliver the transformation required. He urged tourism businesses and organisations to move away from working in isolation and build partnerships that could improve standards, develop human resources, promote Ghana more effectively and expand opportunities for communities. This, he believed, could help improve standards, strengthen tourism businesses and create a more sustainable sector.
The GHATOF President commended the organisers of the Eastern Expo for creating a platform that brought together business, culture, tourism and enterprise. He said the initiative had the potential to become an important fixture on Ghana's tourism calendar and encouraged the organisers and tourism authorities to establish stronger links between the expo and major festivals and cultural events across the country.
Mr Ocran also paid tribute to the Minister of Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, for her leadership and commitment to the sector. He urged industry stakeholders to continue supporting the Ministry in building a tourism economy that creates opportunities for businesses, workers and communities. The GHATOF President also called on the Ghana Tourism Authority (GTA) to deepen its engagement with private-sector tourism trade associations.
While acknowledging the importance of effective regulation, Mr Ocran said continuous dialogue, consultation and partnership with businesses operating on the ground were equally necessary. A stronger relationship between the regulator and the organised private sector, he believed, would help build a more coordinated, competitive and sustainable tourism industry. He expressed appreciation to tourism and hospitality industry players for their resilience and continued commitment to the sector.
The call for greater adoption of digitalisation and AI in Ghana's tourism industry comes as the sector continues to play a significant role in the country's economy. The GHATOF President's message to mark World Tourism Day 2026 highlights the need for collective action to build a stronger tourism economy that creates opportunities for businesses, workers and communities. Key to this is the adoption of digital tools and stronger partnerships among stakeholders.
Key points
- The Ghana Tourism Federation is urging the country to adopt digitalisation and artificial intelligence to transform its tourism industry.
- Stronger collaboration among stakeholders is necessary to improve standards, develop human resources and promote Ghana more effectively.
- The adoption of digital tools and stronger partnerships are crucial to building a more coordinated, competitive and sustainable tourism industry.
