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Ghana Deepens UN Tourism Partnership to Drive Training, Investment, and Cultural Diplomacy Ghana Deepens UN Tourism Partnership to Drive Training, Investment, and Cultural Diplomacy

Ghana is taking bold steps to strengthen its global tourism presence, following a high-level engagement in Madrid that promises new opportunities for training, investment, and international collaboration. H.E. Mrs. Regina Appiah-Sam, Ghana’s Ambassador to Spain, has officially presented her Letters of Credence to Zurab Pololikashvili, Secretary-General of UN Tourism, at the organization’s headquarters—signaling a renewed commitment to leveraging tourism as a catalyst for national and regional growth.

During the official ceremony, Secretary-General Pololikashvili warmly congratulated Ambassador Appiah-Sam on her appointment as Ghana’s Permanent Representative to UN Tourism. Their dialogue focused on three critical pillars for Ghana’s future in the international tourism landscape: expanding professional training opportunities, attracting greater investment into Ghana’s vibrant tourism sector, and deepening the country’s engagement with the UN Tourism organization.

“We discussed expanding training opportunities, attracting investment in tourism, and strengthening Ghana’s engagement with UN Tourism,” Pololikashvili shared, underlining the shared vision to accelerate the country’s tourism development. This collaboration could unlock new avenues for Ghanaian professionals and entrepreneurs, equipping them with global best practices and positioning Ghana as a competitive destination for both visitors and investors.

Ambassador Appiah-Sam, in her remarks, conveyed heartfelt greetings from President John Dramani Mahama and the Government of Ghana. She reaffirmed the nation’s recognition of tourism as a vital pillar for economic transformation, job creation, and the promotion of Ghana’s culture on the world stage. Her message also highlighted the government’s appreciation for Secretary-General Pololikashvili’s leadership and his ongoing efforts to advance tourism across Africa.

Central to the ambassador’s mandate is the goal of promoting cultural diplomacy through tourism. Ghana’s unique position as a gateway to Africa and the African diaspora is increasingly at the forefront of its tourism narrative. By leveraging its rich heritage, historical landmarks, and vibrant cultural festivals, Ghana aims to attract not just leisure tourists, but also heritage seekers, diaspora communities, and international partners interested in meaningful engagement and collaboration.

Ghana’s status as a founding member of UN Tourism and its current role on the organization’s Executive Council provide a strong platform for influencing the direction of global tourism policy. These positions enable Ghana to advocate for the priorities of sub-Saharan Africa, ensuring that training, investment, and infrastructure support reach those areas where the impact will be most profound.

For Africa’s travel sector, the strengthened partnership between Ghana and UN Tourism comes at a time of renewed global interest in the continent’s tourism potential. As countries seek sustainable recovery and growth post-pandemic, professional training and investment in tourism infrastructure have emerged as key drivers. Ghana’s focus on these areas aligns with wider trends across Africa—where upskilling the workforce, improving service standards, and attracting private capital are essential for capturing new markets and delivering exceptional visitor experiences.

Moreover, Ghana’s emphasis on cultural diplomacy taps into the growing appetite for authentic, heritage-rich travel experiences. The country’s role as a symbolic and practical gateway to the African diaspora—particularly through programs such as “Year of Return” and “Beyond the Return”—is a blueprint for other African nations seeking to deepen engagement with global diaspora communities. These initiatives not only drive visitor numbers but also foster long-term connections, investment, and knowledge exchange that benefit local communities and the broader economy.

With its elevated engagement at UN Tourism, Ghana is well-positioned to advance its tourism vision on the international stage. The partnership is expected to yield tangible outcomes such as:

  • Expanded access to training and capacity-building programs for tourism professionals, operators, and government officials;
  • Increased visibility and credibility among international investors seeking opportunities in Ghana’s tourism sector;
  • Enhanced marketing and positioning of Ghana as a destination for cultural, heritage, and diaspora tourism;
  • Stronger advocacy for the unique needs and aspirations of West Africa and the wider sub-Saharan region within global tourism forums.

As Ghana continues to serve on the UN Tourism Executive Council, it will play a key role in shaping the agenda for tourism’s future—championing the interests of Africa, building new partnerships, and pioneering innovative approaches to sustainable growth and cultural exchange. Ambassador Appiah-Sam’s appointment, and the deepening of ties with UN Tourism, send a clear signal of Ghana’s ambitions to lead not only as a top African destination, but as a model for leveraging tourism as a force for economic and social transformation in the region.