By Belinda Anim-Piesie
The Deputy Chief Executive Officer in charge of Marketing and Special Duties at the Ghana Tourism Authority (GTA), Gilbert Abeiku Aggrey, has outlined a new strategy to boost domestic tourism through digital engagement and user-generated content.
Speaking at the launch of the “Experience Ghana” digital tourism campaign, Mr. Aggrey said the initiative was born out of deliberate efforts to rethink how Ghana promotes its tourism sector.
According to him, while previous campaigns such as “See Ghana, Feel Ghana, Eat Ghana” helped create awareness, there is a need to continuously refresh marketing approaches to sustain interest.
“Marketing is continuous. You cannot keep using the same slogans—you need to bring new life and energy into your campaigns,” he noted.
He explained that modern tourism is no longer centered only on physical attractions but also on the experiences visitors carry with them.
“Tourism today is about experience. It is what people feel and remember that creates the desire to return,” he said, referencing popular events like December in Ghana as examples of experiences that drive repeat visits.
Mr. Aggrey also highlighted the growing influence of digital platforms, noting that many visitors already share positive experiences about Ghana online.
He said the Authority intends to harness this trend through user-generated content—where tourists and locals create and share their own experiences, which can then be amplified.
“We have seen people come to Ghana, enjoy the country, and share their experiences online. This is powerful. It is what we call user-generated content, and it is a key part of this campaign,” he explained.
As part of the initiative, the GTA will reward individuals who visit tourist sites and share their experiences on social media.
He revealed that participants stand a chance of winning prizes, including mobile phones, television sets, and sponsored stays at leading hospitality destinations such as Tang Palace Hotel, Labadi Beach Hotel, and Laboma Beach Resort.
The campaign is being supported by partners, including the Afro Arab Group.
Mr. Aggrey emphasized that the initiative is designed to generate excitement, increase visibility, and position Ghanaians themselves as ambassadors of the country.
“Anyone who visits a tourist site and shares their experience becomes a promoter of Ghana. This is about building interest, visibility, and a stronger connection to our destinations,” he said.
The “Experience Ghana” campaign is expected to drive domestic tourism, boost digital visibility, and strengthen Ghana’s appeal as a preferred travel destination.