The Ghana Tourism Authority (GTA) has initiated a sensitisation programme targeting taxi drivers in Accra to serve as tourism ambassadors. The exercise, part of the Authority's "Know Ghana" campaign, aims to equip drivers with accurate information on local attractions and cultural experiences. This programme was conducted for drivers at the Osu RE, Shoprite and Papaye Drivers’ Unions. The goal is to encourage visitors to explore Ghana's diverse offerings.
Mr Kofi Atta Kakra Kusi, Deputy Director of Corporate Affairs at the GTA, emphasised the importance of informed taxi drivers in enhancing visitor experiences. He noted that equipped drivers could better assist tourists, promoting local tourism attractions, products, and services. The campaign aligns with the GTA's domestic tourism marketing agenda, which includes initiatives like "See Ghana, Eat Ghana, Wear Ghana and Feel Ghana" and "Experience Ghana."
The sensitisation exercise provided drivers with information on various aspects of Ghanaian culture, including attractions, heritage sites, local cuisine, clothing, music, and nightlife. Drivers were encouraged to promote highlife music in their vehicles, particularly during the "December in GH" period. This initiative seeks to increase tourist arrivals, stimulate investment, and promote economic activity.
The GTA team distributed branded materials, such as T-shirts, stickers, and flyers, to support the "Know Ghana" campaign. The team comprised officials from the GTA and the Tour Guides Association of Ghana (TORGAG). This collaborative effort highlights the importance of partnerships in promoting Ghana's tourism sector.
Mr Kusi called for the expansion of the sensitisation programme to major taxi stations across Accra and the 16 regions. He also appealed to the media to provide publicity for the initiative, aiming to reach a wider audience. The GTA continues to position Ghana as a destination that offers a rich cultural experience.
The "Know Ghana" campaign is part of a broader strategy to promote domestic tourism. The GTA has launched several initiatives, including the "Black Star Experience," to showcase Ghana's history, culture, cuisine, fashion, music, and nightlife. These efforts aim to encourage both local and international visitors to explore Ghana's diverse attractions.
The programme reflects the GTA's commitment to enhancing Ghana's tourism sector. By engaging taxi drivers as tourism ambassadors, the Authority seeks to create a positive and lasting impression on visitors. This initiative is expected to contribute to the growth of Ghana's tourism industry, ultimately benefiting the local economy.
Key points
- The GTA's sensitisation programme aims to equip taxi drivers with accurate information on local attractions and cultural experiences.
- The initiative is part of the Authority's domestic tourism marketing agenda, including campaigns like "See Ghana, Eat Ghana, Wear Ghana and Feel Ghana."
- The programme seeks to increase tourist arrivals, stimulate investment, and promote economic activity.
