At the University of Media, Arts and Communication (UniMAC), tourism education is not just taught—it is lived. While many institutions across Ghana still approach tourism as a purely theoretical discipline, UniMAC boldly sets itself apart by embedding experiential learning into its curriculum.

This year’s flagship initiative, the Camp Volta Term Project—christened and executed by the student-led team Wayfearers—is a shining example of this philosophy in action.

At the heart of this innovation is Mr Bright Senanu, a passionate and forward-thinking lecturer who stands among the few in the country championing practical learning. Through his visionary leadership, students are empowered to design, market, and deliver real-world tourism experiences that reflect core marketing principles. His commitment to bridging theory and practice is not only commendable but transformative, setting a new benchmark for tourism education in Ghana.

Camp Volta: Bond, Learn, Explore

Branded as “Camp Volta: Bond, Learn, Explore”, the project was designed to offer students a hands-on opportunity to apply classroom concepts in a real tourism setting. Originally planned as a two-day tent camping adventure in the Volta Region, the trip was intended to integrate hedonic and eudaimonic tourism values, combining fun, cultural immersion, and reflective learning.

Team Formation and Functional Areas

To execute the project, students were divided into functional teams across both regular and weekend cohorts:

• Logistics & Operations
• Marketing Communication & Brand Management
• Food, Dining & Beverage
• Security & Protocol
• Experience & Learning Coordination
• Ticketing & Finance

Each team had clearly defined roles—from transport coordination and social media promotion to budgeting and safety protocols. A Steering Team composed of functional leads ensured cross-team collaboration and reported directly to the lecturer.

Destinations and Activities

The itinerary included:

• Tafi-Atome Monkey Sanctuary – a playful and sacred encounter with Mona monkeys.
• Amedzofe Canopy Walkway and Waterfall – a thrilling walk above the forest and a refreshing nature experience.
• Mount Gemi Hike – a challenging yet rewarding climb with panoramic views.

Despite logistical constraints and low-ticket patronage that reduced the trip to a single day, the experience remained rich and impactful. Students and their guests boarded five buses with excitement, ready to explore some of Ghana’s most scenic and culturally significant destinations. Each bus was secured by personnel from the Ghana Police Service.

The journey itself was part of the magic: the road winding through hills and valleys, teasing us with sights that kept us glued to our windows. For once, the chatter wasn’t about assignments or deadlines, but about the beauty unfolding before us, the simple joy of being present, and the memories we were unconsciously building together.

Standing before landscapes that stretched far beyond what words could capture, I realised tourism isn’t just about places—it’s about emotions. It’s about how a mountain can make you feel powerful, how fresh air can lighten the soul, and how moments like these remind us that life is worth savouring.

This experience wasn’t just academic; it was a reminder that marketing destinations goes beyond brochures and ads—it’s about creating stories worth retelling. And this, right here, is one I will never forget.

The day culminated in a vibrant borborbor drumming and dancing session by a local troupe. Even Mr Senanu couldn’t resist the rhythm, joining the dancers with infectious energy. I, too, despite feeling unwell after the canopy walk, found myself dancing agbadza with joy, cheered on by the welcoming locals.

Challenges and Lessons Learned

The project was not without its challenges:

• Transport delays
• Low ticket sales
• Coordination issues between cohorts

However, these were met with strategic solutions such as buffer time planning, sales incentives, and firm leadership interventions. Mr Senanu’s ability to restore unity and focus among students was instrumental in the trip’s success. There were TAs and friends of the lecturer also on the sidelines assisting the team in various ways for the success of the project.

Marketing Integration and Impact

Camp Volta was a full-fledged marketing exercise:

• Segmentation: Targeting university students and young adventurers.
• Positioning: Eco-cultural learning adventure.
• Promotion: Posters, WhatsApp, Instagram, TikTok.
• Sales Strategy: Each student was tasked with selling 2 tickets, applying basic sales principles.

The impact extended beyond the classroom:

• Learning: Real-world application of tourism marketing and sales.
• Community: Revenue and exposure for local stakeholders.
• Group: Stronger peer engagement and teamwork.

Conclusion: A Model for Future Tourism Education

Camp Volta 2025 was more than a field trip—it was a transformative educational experience.

It showcased UniMAC’s commitment to practical tourism marketing, empowered students with leadership and planning skills, and fostered cultural appreciation. Future classes can build on this foundation, learning from our successes and challenges to create even more impactful tourism projects.