The Ghana Tourism Authority (GTA) has initiated a sensitisation exercise targeting taxi drivers in key locations, including Osu RE, Shoprite, and Papaye, to promote Ghana as a preferred tourism destination. This effort is part of the "Know Ghana" campaign, which aims to educate transport unions across the country on the Authority's domestic marketing agenda. The campaign's message, "See Ghana, Eat Ghana, Wear Ghana and Feel Ghana," seeks to encourage visitors to experience Ghana's rich culture, heritage, and tourism offerings.
The sensitisation programme, which took place on October 3, 2026, focused on the important role taxi drivers play as ambassadors of Ghana's tourism industry. As major points of contact for tourists, taxi drivers have the opportunity to provide visitors with useful information about Ghana's tourism attractions, heritage, nightlife, and cultural experiences. The drivers were encouraged to engage tourists and introduce them to Ghana's tourist sites, local cuisine, traditional and contemporary clothing, music, and other cultural experiences.
The exercise also highlighted the significance of promoting highlife music in taxis, one of Ghana's distinctive musical traditions, as part of the country's cultural identity and tourism experience. The Authority believes that empowering taxi drivers with accurate and relevant information about Ghana's tourism offerings will enable them to better assist tourists and encourage greater patronage of local tourism attractions, products, and services.
The initiative forms part of broader efforts by the Ghana Tourism Authority to encourage both domestic and international visitors to explore, experience, and support Ghana's rich tourism and cultural heritage. The sensitisation programme is expected to increase patronage of the country's domestic tourism, thereby boosting the local economy. It will also lead to increased tourist arrivals and receipts, as well as investment in the economy.
The Deputy Director of Corporate Affairs, Kofi Atta Kakra Kusi, reiterated the CEO's call for similar exercises to be carried out at vantage taxi stations in Accra and across the 16 regions. He stated that the exercise will be extended to other transport unions, including GPRTU, Uber, and Yango drivers. He appealed to media houses to give the exercise the needed publicity to reach a wider audience and promote Ghana's tourism offerings.
As part of the sensitisation process, the team provided the drivers with branded T-shirts, stickers, and flyers for their cars to step up promotion and marketing efforts. Through the "See Ghana, Eat Ghana, Wear Ghana and Feel Ghana," "Experience Ghana," "Know Ghana" campaigns, and the "Black Star Experience," the GTA continues to promote Ghana as a destination where visitors can connect with the country's history, culture, cuisine, fashion, music, nightlife, and people.
The Ghana Tourism Authority's effort to educate taxi drivers on promoting Ghana's tourism experience is a step towards creating a more informed and engaged tourism industry. By empowering these key stakeholders, the Authority aims to enhance the overall tourism experience for visitors and promote Ghana's rich cultural heritage. The initiative is expected to have a positive impact on the local economy and contribute to the growth of the tourism sector.
Key points
- The Ghana Tourism Authority's "Know Ghana" campaign aims to educate transport unions on promoting Ghana as a preferred tourism destination.
- Taxi drivers play a crucial role as ambassadors of Ghana's tourism industry, providing visitors with information about the country's tourism attractions and cultural experiences.
- The initiative is expected to increase patronage of domestic tourism, boost the local economy, and lead to increased tourist arrivals and receipts.
