The Chief Executive Officer of the Ghana Tourism Authority, Maame Efua Houadjeto, says the country’s greatest appeal to visitors lies in the character of its people, not just its attractions and events.

Speaking in an interview with Francis Doku published on LinkedIn, she stressed that beyond policies and marketing drives, human connection remains central to Ghana’s tourism identity.

“One of Ghana’s greatest tourism assets is our people,” she said.

“The warmth, openness, and everyday hospitality of Ghanaians are what visitors remember long after the events and landmarks. As we strengthen our programmes and global positioning, we are intentional about preserving that human connection. It is part of the experience we offer and something we must never lose sight of,” she added.

Her comment comes a few days after Ghana had received plaudits from foreign nationals expressing how lovely Ghanaians are in receiving visitors, particularly in the case of American streamer IShowSpeed. 

According to Maame Efua, her vision for Ghana’s tourism is huge. She believes Ghana can do amazingly well if all actors of the ecosystem put their hands on deck. 

Nearly a year into her tenure, Maame Efua has overseen a period of strategic reorganisation aimed at strengthening the sector’s long term growth and cultural relevance.

A key highlight of 2025 was the formal consolidation of December in Ghana served both Ghanaians and international visitors curated experiences that did not just leave indelible memories on people’s minds but also fed into the economy. 

Heritage Month was earlier celebrated as part of the national tourism calendar, placing Ghanaian identity, traditions and indigenous expression at the forefront. Culinary tourism received renewed attention, with existing platforms such as Taste of Ghana expanded into Taste 68 at 68, a nationwide food showcase linking cuisine, enterprise, history and celebration. The approach signalled a shift towards initiatives designed for continuity and generational impact.

Major festivals were similarly repositioned. The Kwahu Paragliding Festival, for instance, was promoted not only as an adventure event but also as a driver of regional tourism, cultural pride and local economic activity. These efforts highlighted how leisure, landscape and livelihoods could work together within the broader tourism agenda.

Sports tourism emerged as another important focus. Recognising the unifying role of sport among Ghanaians at home and in the diaspora, the Authority incorporated sporting activities and partnerships into its tourism planning. Ghana’s global sporting reputation, built on internationally recognised athletes, has long drawn travel and emotional connection. Strengthened systems and partnerships now position the country to benefit from tourism linked to major international sporting events, including upcoming global football tournaments.

Internationally, Ghana’s tourism engagements in 2025 aimed at reinforcing the country’s image as a confident cultural destination. Participation in major global platforms focused on building partnerships, expanding market access and strengthening long term positioning. Regional forums underlined Ghana’s role in promoting tourism integration across the continent, while diplomatic engagements showcased tourism as a channel for cultural exchange and international cooperation.

Collaboration remained a defining feature throughout the year. Traditional leaders, creative industry players, hospitality stakeholders, international partners and government agencies were all involved across various initiatives. 

The approach reflected a leadership style built on shared ownership and coordination, with the understanding that tourism flourishes through collective effort.