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Ghana’s Digital Tourism Revolution: New Platforms Set to Transform Visitor Experience and Investment Ghana’s Digital Tourism Revolution: New Platforms Set to Transform Visitor Experience and Investment

Across the globe, technology is reshaping how people discover, book, and experience travel. From artificial intelligence-powered planners to seamless online booking platforms, destinations are racing to keep pace with a new era of digital tourism. In Ghana, where the tourism sector is experiencing unprecedented growth, the urgency to embrace this transformation has never been greater. The Ghana Tourism Development Company (GTDC) is leading the charge, unveiling a suite of digital initiatives designed to modernize the industry and position Ghana as a forward-thinking destination in Africa.

Digital Infrastructure: Beyond Bricks and Mortar

At the heart of this transformation is a shift in mindset. As Professor Kobby Mensah, CEO of GTDC, has emphasized, tourism infrastructure must extend beyond physical structures to include robust digital systems. These systems are essential for collecting data, enhancing customer experience, and driving quality improvements across the sector. Technology, he argues, is the critical ingredient for reshaping Ghana’s tourism economy from the ground up—a sentiment echoed by global industry leaders who see AI and digital platforms as key to unlocking long-term growth.

This digital drive is already bearing fruit. GTDC’s “Accra by Night” initiative, for example, offers curated night tours that showcase Ghana’s vibrant cultural economy after dark, providing new opportunities for local artists and service providers. The rollout of a Fleet Pool Management Service (FPMS) further addresses the need for reliable tourist transport, partnering with local garage operators and introducing revenue-sharing models that benefit both the public and private sectors. These efforts are all part of a broader government vision, including the ‘24 Hour Economy’ and ‘Black Star Experience’ initiatives, to create a dynamic, accessible, and modern tourism landscape.

Tourism by the Numbers: A Sector on the Rise

Ghana’s tourism sector reached new heights in 2024, generating \$4.8 billion in revenue and welcoming 1.288 million international visitors—a 12% increase from the previous year. Domestic tourism also surged, with 1.68 million visits to local attractions, marking a 19% jump. Growth was fueled by visitors from the United States, Nigeria, and the United Kingdom, as well as increased cruise arrivals, longer average stays, and higher spending per tourist. These figures underscore the sector’s potential and the importance of digital transformation in sustaining this momentum.

GTM and GTiP: Digital Platforms for a New Era

At the landmark event “The Big Tourism Conversation” in Accra, GTDC unveiled two transformative online platforms: the Ghana Tourism Marketplace (GTM) and the Ghana Tourism Investment Platform (GTiP). These tools are more than just technological upgrades—they represent a strategic pivot to meet rising domestic demand and connect Ghana’s rich tourism assets with global travelers and investors.

The Ghana Tourism Marketplace (GTM) serves as a centralized digital hub, aggregating accommodation, tours, transport, cultural experiences, gastronomy, and events from vetted local vendors. It offers one-stop access for bookings, local insights, and travel planning, empowering consumers while promoting Ghana’s cultural heritage. Importantly, GTM is being developed at no cost to operators—there are no registration fees or hidden charges—making it accessible to even the smallest businesses and reducing reliance on international Online Travel Agencies (OTAs) that have historically withheld payments from Ghanaian vendors.

Complementing GTM, the Ghana Tourism Investment Platform (GTiP) is designed to highlight untapped tourism assets and opportunities for investors worldwide. By mapping out potential projects and providing transparent information, GTiP aims to attract new capital and expertise, accelerating the development of innovative tourism products and infrastructure across the country.

Stakeholder Engagement and the Road Ahead

GTDC’s approach is rooted in extensive stakeholder engagement. “The Big Tourism Conversation” brought together industry players, government officials, and community representatives to share feedback and address concerns as the platforms go live. Professor Mensah assured stakeholders of ongoing dialogue to ensure accessibility and effective utilization of these digital tools.

He summed up the vision succinctly: “We have constrained infrastructure to only physical structures for too long—but infrastructure is also about systems and support. Technology is the way forward.” He further emphasized the need to reclaim value from international OTAs, stating, “We have sat here and allowed OTAs abroad to take our money for far too long. It is not going to happen again, not when I am at GTDC.”

Implications for Africa’s Travel Sector

Ghana’s digital transformation offers a compelling model for other African destinations. By investing in technology, the country is not only enhancing the visitor experience but also empowering local businesses, fostering transparency, and attracting new investment. As AI, mobile-first solutions, and seamless booking platforms become the norm worldwide.

For travel professionals across the continent, the message is clear: embracing digital innovation is essential for staying competitive and meeting the evolving expectations of global travelers. As Ghana’s new platforms roll out, they are set to redefine how the country is discovered, booked, and experienced—offering lessons and inspiration for the wider African travel industry.