The Chief Executive of the Ghana Tourism Authority, Maame Efua Houadjeto, has held high-level talks with Edmond Moukala, Head of Office and UNESCO Representative to Ghana, aimed at strengthening collaboration on culture, education and Artificial Intelligence to advance the country’s tourism sector.

The strategic meeting, held at the UNESCO Office in Accra, focused on enhancing institutional cooperation in promoting culture and education, while exploring how Artificial Intelligence can be harnessed to boost Ghana’s tourism development and global competitiveness.

Discussions centred on practical measures to deepen cooperation between the GTA and UNESCO in safeguarding Ghana’s cultural heritage and positioning it as a viable economic asset. Both institutions acknowledged culture as one of Ghana’s most potent soft power tools and a strategic pillar for inclusive growth.

Speaking during the engagement, the CEO of the GTA, Maame Efua Houadjeto, underscored the importance of synergy:

“Tourism and culture are inseparable.

Ghana’s heritage is not just a memory of the past; it is a powerful economic engine for the future.

Strengthening our collaboration with UNESCO allows us to harness culture, education, and innovation—particularly AI—to drive sustainable tourism growth.”

She said integrating AI into destination marketing, visitor experience management, data analytics and digital storytelling would position Ghana strongly in an increasingly competitive global tourism landscape.

In his remarks, Edmond Moukala highlighted UNESCO’s commitment to supporting member states in advancing education, science, culture and communication for sustainable development.

Established in 1945, UNESCO works globally to safeguard cultural and natural heritage, promote quality education, foster scientific cooperation and encourage intercultural dialogue. Through initiatives such as the World Heritage Programme and Education for Sustainable Development frameworks, the organisation supports countries in translating heritage preservation into socio-economic gains.

Mr Moukala noted:

“Ghana has immense cultural capital. The opportunity lies in connecting heritage, education, and emerging technologies to create sustainable value. UNESCO stands ready to support Ghana in protecting its heritage while embracing innovation to enhance tourism management and knowledge sharing.”

The discussions also covered youth engagement, digital documentation of heritage assets, curriculum integration to build tourism awareness and sustainable site management approaches aligned with global standards.

At the close of the engagement, Mr Moukala presented a copy of the book titled World Heritage for Sustainable Development in Africa to the GTA CEO as a symbolic gesture reflecting a shared commitment to ensuring Africa’s heritage becomes a foundation for sustainable economic transformation.

The CEO was accompanied by the Deputy CEO in charge of General Services, Ben Anane Nsiah; the Deputy CEO in charge of Operations, Ekow Sampson; and the Director of Corporate Affairs, Bright Asempa Tsadidey.

Their presence underscored the strategic importance the Authority attaches to partnerships that elevate Ghana’s cultural and tourism agenda on the global stage.

The engagement reaffirmed the Ghana Tourism Authority’s commitment to building strong international collaborations that leverage culture, education and innovation as drivers of national development. As Ghana strengthens its position as a leading tourism destination in Africa, partnerships with institutions such as UNESCO remain crucial in converting heritage into measurable economic and social impact.