The Ghana Tourism Authority (GTA) has initiated a sensitisation programme aimed at educating taxi drivers on promoting Ghana's tourism attractions, culture, and local experiences to visitors. This effort is part of the Authority's 'Know Ghana' campaign, which seeks to encourage transport unions across the country to support domestic marketing agenda. The campaign's themes, 'See Ghana, Eat Ghana, Wear Ghana and Feel Ghana' as well as 'Experience Ghana', highlight the importance of showcasing Ghanaian culture and tourism offerings.
The first exercise was conducted with the Osu RE, Shoprite, and Papaye drivers' unions on Saturday, 3rd October 2026. The GTA emphasised the role of taxi drivers as important tourism ambassadors, engaging tourists and foreigners before, during, and after the 'December in GH' period. Drivers were encouraged to provide visitors with information about Ghana's tourist attractions, heritage, nightlife, and cultural experiences. They were also urged to introduce tourists to Ghana's local cuisine, traditional and contemporary clothing, music, and other cultural experiences.
The sensitisation programme highlighted the significance of promoting Ghanaian music in taxis as part of Ghana's cultural identity and tourism experience. The Chief Executive Officer of the Ghana Tourism Authority, Maame Efua Houadjeto, was represented by Kofi Atta Kakra Kusi, Deputy Director of Corporate Affairs, and other officials. The initiative aims to equip taxi drivers with accurate information about Ghana's tourism offerings, enabling them to better assist tourists and encourage patronage of local attractions.
The programme is part of broader efforts by the Ghana Tourism Authority to promote domestic and international tourism. By educating taxi drivers, the Authority seeks to increase patronage of domestic tourism, boost the local economy, attract more tourist arrivals, and encourage investment in the economy. The initiative is expected to have a positive impact on Ghana's tourism industry.
Deputy Director of Corporate Affairs Kofi Atta Kakra Kusi reiterated the CEO's call for similar exercises to be conducted at major taxi stations in Accra and across the 16 regions. The exercise will also be extended to other transport unions, including GPRTU, Uber, and Yango drivers. Kusi appealed to the media to give the exercise publicity to reach a wider audience and promote Ghana's tourism offerings.
As part of the sensitisation process, the team provided drivers with branded T-shirts, stickers, and flyers for their cars to support the promotion of Ghana's tourism offerings. The materials aim to encourage drivers to promote Ghanaian culture and tourism attractions to visitors. The GTA believes that this initiative will contribute to the growth of Ghana's tourism industry.
The 'Know Ghana' campaign is a significant step towards promoting Ghana's tourism industry. The GTA's efforts to educate taxi drivers and other transport unions will help to showcase Ghana's rich cultural heritage and tourism attractions to visitors. The initiative is expected to have a positive impact on the local economy and contribute to the growth of Ghana's tourism industry.
Key points
- The Ghana Tourism Authority has begun sensitising taxi drivers to promote Ghana's tourism attractions, culture, and local experiences to visitors as part of its 'Know Ghana' campaign.
- The initiative aims to equip taxi drivers with accurate information about Ghana's tourism offerings, enabling them to better assist tourists and encourage patronage of local attractions.
- The programme is part of broader efforts by the Ghana Tourism Authority to promote domestic and international tourism and contribute to the growth of Ghana's tourism industry.
