This week has been a flurry of tourism news and appointments, with President John Dramani Mahama naming Marilyn Maame Afua Houadjeto as the new Chief Executive Officer (CEO) of the Ghana Tourism Authority (GTA) and Prof. Kobby Mensah as the new Chief Executive Officer (CEO) of the Ghana Tourism Development Company (GTDC).
These appointments come at a critical juncture for Ghana’s tourism sector, as the country seeks to build on recent successes and address ongoing challenges. But can these two leaders deliver on the mandate to transform Ghana’s tourism industry?
A strategic duo for tourism transformation
The GTA and GTDC are the two most critical agencies under the Ministry of Tourism, Arts, and Culture responsible for tourism promotion, marketing, and investment and development, respectively. Together, they form the backbone of Ghana’s tourism sector, making the appointments of Houadjeto and Mensah particularly significant.
In 2023, Ghana recorded 1,148,002 international tourist arrivals (we are yet to receive 2024 figures), a figure that reflects the sector’s steady recovery post-pandemic and the success of initiatives like the “Year of Return” and “Beyond the Return.” However, it is important that Ghana set an ambitious target: to cross the 2 million tourist arrivals mark by 2028 for the accompanying benefits of tourism income to the government, employment for tourism practitioners, and revenue for operators in the sector to be realized.
Achieving this goal will require innovative strategies, robust marketing campaigns, and significant investments in tourism infrastructure – tasks that fall squarely on the shoulders of Houadjeto and Mensah.
Marilyn Maame Afua Houadjeto brings a wealth of experience in marketing, communications, and tourism development to her role at the GTA. Her career has been marked by strategic leadership and a passion for promoting Ghana’s cultural and natural assets. Additionally, her strong affiliation with the National Democratic Congress (NDC) and her political acumen position her as a leader who can navigate complex stakeholder relationships and align the GTA’s goals with the government’s broader vision.
On the other hand, Prof. Kobby Mensah, a renowned academic and marketing strategist, brings a wealth of knowledge in branding and destination marketing to the GTDC. His expertise in research and data-driven strategies will be invaluable in identifying emerging trends and opportunities in the global tourism market. Together, Houadjeto and Mensah are expected to form a formidable team, driving the visibility and growth of Ghana’s tourism sector.
Building on a strong foundation
The appointments come on the heels of significant achievements under the leadership of Akwasi Agyeman, Houadjeto’s predecessor at the GTA. Agyeman’s tenure saw the successful launch of campaigns like the “Year of Return” and “Beyond the Return,” which positioned Ghana as a key destination for the African diaspora and boosted international tourist arrivals.
Houadjeto’s challenge will be to build on this legacy while introducing fresh ideas and strategies. Her expertise in marketing and communications will be crucial in crafting innovative campaigns to attract both international and domestic tourists. Meanwhile, Prof. Mensah’s role at the GTDC will focus on enhancing Ghana’s tourism offerings and creating unique experiences that appeal to diverse audiences.
Aligning with the NDC’s Blackstar Experience vision
A key aspect of the NDC’s manifesto is the Blackstar Experience, an initiative aimed at leveraging Ghana’s rich history, culture, and Pan-African identity to drive tourism growth. The Blackstar Experience seeks to position Ghana as the cultural and historical hub of Africa, celebrating its role in the continent’s liberation and its vibrant arts and heritage.
Houadjeto and Mensah are uniquely positioned to bring this vision to life. Houadjeto’s marketing expertise and political background make her an ideal leader to promote the Blackstar Experience through compelling storytelling and global campaigns. She can leverage Ghana’s culture, heritage, and historical landmarks, to create immersive experiences that resonate with the African diaspora and international tourists.
With his focus on tourism investment and development, Prof. Mensah can ensure that the infrastructure and facilities needed to support the Blackstar Experience are in place. This includes upgrading historical sites, developing cultural festivals, creating new attractions that reflect Ghana’s Pan-African legacy, and bringing the Marine Drive project to fruition. Together, they can ensure that the Blackstar Experience becomes a cornerstone of Ghana’s tourism strategy, driving both visitor numbers and economic impact, as promised by the NDC in opposition.
Addressing challenges and seizing opportunities
Despite recent successes, Ghana’s tourism sector faces several challenges, including infrastructure gaps, service quality issues, and the need for greater investment in tourism development. The GTA and GTDC will play a pivotal role in addressing these challenges and unlocking the sector’s full potential.
Houadjeto’s ability to forge partnerships with key stakeholders, including the private sector and international organizations, will be critical in driving sustainable tourism growth. Similarly, Prof. Mensah’s focus on research and data-driven strategies will help the GTDC identify and capitalize on emerging trends in the global tourism market.
A unified vision for success
The appointments of Houadjeto and Mensah align with the broader vision of the Minister of Tourism, Culture, and Creative Arts, Hon. Abla Dzifa Gomashie, and President Mahama for the tourism sector. Minister Gomashie emphasized at her appointment the need for innovative policies and programs to make Ghana a top-tier tourism destination. With Houadjeto and Mensah at the helm of the GTA and GTDC, respectively, is the ministry well-positioned to implement its agenda effectively?
Together, these leaders can drive initiatives that promote cultural tourism, eco-tourism, and heritage tourism, while also addressing challenges such as infrastructure gaps and service quality. Their combined efforts will be critical in achieving the government’s goal of increasing tourism revenue, creating jobs, and showcasing Ghana’s rich cultural heritage to the world.
Conclusion: A new chapter for Ghana’s tourism sector
The appointments of Marilyn Afua Houadjeto and Prof. Kobby Mensah mark a new chapter in Ghana’s tourism journey. With their expertise, vision, and leadership, they are poised to build on the successes of the past and unlock the full potential of the sector. As they work in tandem with Hon.Abla Dzifa Gomashie, Ghana’s tourism industry is set to reach new heights, contributing significantly to the nation’s economic growth and global reputation.
The question remains: Can Marilyn Houadjeto and Kobby Mensah deliver the mandate? If their track records and strategic vision are anything to go by, the answer is a resounding yes. With the right support and collaboration, Ghana’s tourism sector is on the brink of a transformative era, one that will cement its place as a world-class destination and help achieve the ambitious target of 2 million tourist arrivals by 2028. That is my target, which I will be happy to see them exceed.
About the Author
The author is a tourism promoter, travel writer, writer of the Explore Africa travel column in Daily Graphic, host of the African Rising travel podcast, and Chief Operating Officer of Digital Plugin Limited, an Accra-based marketing communications agency.
