Former Tourism Minister, Catherine Afeku has been appointed as World Tourism Forum Institute’s (WTFI) Brand Ambassador for Africa.

She will be responsible for amplifying Africa’s voice on the global tourism and investment stage.

The appointment was confirmed in an official letter signed by WTFI President Bulut Bağcı, who described Mrs. Afeku’s selection as pivotal to the Institute’s strategy of deepening its footprint across Africa and unlocking the continent’s untapped potential in tourism-driven investment.

As Brand Ambassador, Afeku will serve as the strategic voice of Africa within WTFI’s global network, engaging stakeholders across the public and private sectors, promoting innovation and infrastructure development, as well as attracting investment into Africa’s tourism and hospitality landscape.

According to WTFI, the role is designed to position tourism as a key pillar of Africa’s economic transformation by:

• Creating jobs and empowering communities,
• Strengthening Africa’s visibility as a premium global destination, and
• Accelerating sustainable development through tourism.

President Bağcı lauded Mrs. Afeku’s track record, stating: “Your Excellency’s proven experience, visionary leadership, and deep cultural insight make you uniquely suited to lead this mission. With your guidance, we will amplify Africa’s tourism voice on the world stage and accelerate meaningful investment for a sustainable future.”

Catherine Afeku’s appointment is seen as a recognition of her outstanding leadership and international advocacy for tourism. During her tenure as Ghana’s Minister of Tourism, Arts and Culture from 2017, she spearheaded bold initiatives such as “See Ghana, Eat Ghana, Wear Ghana”, the Year of Return, AFRIMA Cass Africa, and global cultural exchanges that repositioned Ghana as a tourism and cultural powerhouse.

In 2017, she was invited to the World Tourism Forum in Turkey, where her passionate promotion of Ghana’s tourism potential impressed international leaders and led to Ghana hosting the first-ever World Tourism Forum Africa Summit.

Reflecting on her new role, she said: “It is an honor for Ghana and for Africa. My passion has always been to promote tourism as a force for economic transformation, job creation, and soft diplomacy. From my hospitality training in Switzerland to my upbringing in Kenya, I have always believed in Africa’s tourism potential. I am humbled and overjoyed by this recognition, and I dedicate it to Mother Ghana.”

She added that she has already begun working on initiatives with Nigeria, Senegal, and Equatorial Guinea, with a mission to attract investment into Africa’s tourism sector.

Headquartered in Dubai, WTFI is a global platform dedicated to shaping the future of tourism and investment through policy engagement, investor matchmaking, and strategic summits. Its upcoming Global Tourism Forum Annual Meeting will take place on October 20–21, 2025, in Brussels, with leaders from more than 60 countries expected to attend.