GHATOF Calls for AI Adoption and Stronger Partnerships to Transform Ghana’s Tourism Industry

The Ghana Tourism Federation (GHATOF) has urged stakeholders in Ghana’s tourism and hospitality industry to embrace digitalisation and artificial intelligence (AI) while strengthening collaboration to build a more competitive and sustainable tourism sector.

The call was made by Seth Ocran, President of the Ghana Tourism Federation, in a message issued to commemorate World Tourism Day 2026, observed on September 27 under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”

Mr Ocran said technology was rapidly changing the tourism industry globally, influencing how destinations are marketed, visitor behaviour is analysed, services are delivered, and new tourism experiences are created.

He stressed that Ghana must position itself to benefit from these developments rather than remain on the sidelines.

“Ghana must not simply watch this transformation; we must actively participate in it.”

According to the GHATOF President, digital technologies and artificial intelligence are increasingly becoming important tools for businesses seeking to improve their operations and remain competitive.

He encouraged tourism operators and other stakeholders to explore practical ways of incorporating technology into their businesses, while ensuring that the human element remains at the heart of tourism.

He noted that technology should complement the work of tourism professionals and help businesses better understand and respond to the changing needs of visitors.

Mr Ocran also commended workers across Ghana’s tourism and hospitality industry for their resilience, creativity and contribution to the growth of the sector.

He recognised the efforts of hoteliers, tour operators, drivers, chefs, tour guides, travel professionals, food vendors and attraction managers, among others.

He said these professionals remain essential to presenting Ghana to visitors and keeping the tourism industry operational.

The GHATOF President further commended the organisers of the Eastern Expo, describing the initiative as an important platform that brings together business, culture, tourism and enterprise.

He encouraged organisers and tourism authorities to explore stronger connections between the Expo and some of Ghana’s major festivals and cultural events.

He said linking such events could help create a more coordinated national tourism calendar, attract visitors to different parts of the country and generate increased economic activity for local businesses and communities.

Mr Ocran also acknowledged the work of the Minister of Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, praising her leadership and commitment to the development of Ghana’s tourism sector.

He called on industry players to continue supporting the Ministry as it works towards developing a tourism economy capable of creating opportunities for businesses, workers and communities.

A significant part of Mr Ocran’s message focused on the relationship between the Ghana Tourism Authority (GTA) and private-sector tourism associations.

While recognising the importance of regulation, he said effective regulation should be supported by regular engagement, consultation and cooperation with businesses within the industry.

He believes a closer relationship between the regulator and organised private sector would help create a more coordinated and competitive tourism environment.

“A stronger relationship between the regulator and the organised private sector will help us build a more coordinated, competitive and sustainable tourism industry.”

Mr Ocran also cautioned against viewing technology as the only solution to the challenges facing Ghana’s tourism industry.

He said people, partnerships and a shared sense of purpose must remain central to the sector’s development.

He challenged industry stakeholders to look beyond their individual businesses and organisations and consider what could be achieved through collective action.

“What can we do together that none of us can achieve alone?”

According to him, stronger collaboration could support efforts to improve industry standards, develop tourism professionals, adopt new technologies, promote Ghana more effectively and strengthen tourism businesses.

He added that greater cooperation could also create more opportunities for communities that depend on tourism-related activities.

The World Tourism Day message placed strong emphasis on collaboration and collective responsibility within Ghana’s tourism and hospitality industry.

Mr Ocran thanked industry players for their resilience, sacrifices and continued commitment to the development of tourism in Ghana.

He maintained that the strength of the sector should not be measured only by what individual businesses and organisations can accomplish, but also by what they can achieve when they work together.

The GHATOF President called on stakeholders to collaborate to improve standards, develop people, promote Ghana, embrace technology and create a tourism industry capable of delivering greater opportunities for communities and the wider economy.

“Our strength is not in what each of us can do alone, but in what all of us can achieve together.”

The World Tourism Day 2026 message was signed by Seth Ocran, President of the Ghana Tourism Federation (GHATOF).