Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA), Gilbert Abeiku Aggrey Santana, has launched a new podcast aimed at amplifying African voices and reshaping global perceptions of the continent’s tourism industry.

The podcast, titled Tourism Destination Africa, is designed as an informative, educational and entertaining platform focusing on tourism, travel and hospitality in Ghana and across the continent.

Mr Santana, who was recently named among the 2026 Top 100 Most Influential People in Tourism and Hospitality in Africa, said the initiative would provide a platform to explore Africa’s tourism opportunities, cultures and experiences.

According to figures released by UN Tourism, Africa welcomed nearly 81 million international visitors in 2025, up from 75.4 million in 2024.

The growth made Africa the fastest-growing tourism region globally during the period, ahead of Europe, Asia and the Americas.

Despite the growth, Mr Santana said global perceptions of Africa as a tourism destination had not kept pace with the continent’s performance.

He cited Ghana’s Year of Return and Beyond the Return initiatives as examples of the country’s ability to attract members of the African diaspora, but stressed the need for sustained storytelling to maintain that momentum.

“For as long as many of us can remember, the story of Africa has been told by everyone except Africans,” he said.

Mr Santana said Africa’s story had often been framed around colonialism, conflict and hardship, with comparatively less attention given to its achievements, innovation, cultural diversity and tourism potential.

He explained that each episode of Tourism Destination Africa would explore a destination, culture, experience or idea deserving of wider recognition.

“While some episodes will spotlight lesser-known attractions and communities in Ghana, others will examine tourism developments across the continent and lessons African countries can learn from one another,” he said.

The podcast is expected to target tourism professionals, travellers, hospitality stakeholders and audiences interested in how Africa is perceived and represented globally.

Mr Santana said the platform would contribute to changing the narrative by giving Africans greater control over how their destinations, cultures and experiences are presented to the world.

He encouraged the public to follow the podcast and participate in conversations about the future of tourism on the continent.

The initiative comes as African destinations seek to build on recent growth in international arrivals by strengthening destination marketing, cultural storytelling and tourism experiences.

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