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The Powerful Link Between Tourism and Sports: Why Ghana Tourism Authority Promoted the Black Stars vs. Chad Match

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Recently, I came across a comment questioning why the Ghana Tourism Authority (GTA) was actively promoting the Black Stars vs. Chad World Cup qualifier. The question was: What does tourism have to do with sports?

Well, let’s take this opportunity to enlighten the public.

 

How Tourism and Sports Work Together

Tourism and sports are closely linked. Sporting events draw large crowds, create opportunities for cultural exchange, and significantly boost the local economy. That’s why the Ghana Tourism Authority strategically aligned itself with the Black Stars match—to position Ghana as a top-tier tourist destination.

 

The Tourism Experience at the Stadium

At the match, we intentionally infused elements of Ghanaian culture to enhance the experience for both local and international visitors:

Cultural Performances: The Ghana Dance Ensemble showcased traditional dances, celebrating our rich heritage.

 

Local Hospitality: A dedicated VIP bar served authentic Ghanaian drinks and delicacies, offering dignitaries a taste of our culinary excellence.

Promoting Ghana’s Attractions: Key tourist sites, including Cape Coast Castle, Wli Waterfalls, the Independence Arch, the Larabanga Mosque, and Shai Hills, were prominently displayed at the stadium to highlight Ghana’s travel destinations.

 

Learning from Global Success Stories

Other nations have successfully merged tourism with sports. A great example is Rwanda’s partnership with Arsenal Football Club. The Visit Rwanda campaign, featured on players’ sleeves, significantly increased the country’s visibility, leading to a rise in tourism arrivals. In 2018, Rwanda welcomed 1.71 million visitors—an 8% increase from the previous year.

 

Our Leadership and Gratitude

This initiative was spearheaded by our dynamic and internationally recognized Events, PR & Marketing Expert, Mrs. Maame Efua Houadjeto, CEO of the Ghana Tourism Authority.

 

We also extend our heartfelt appreciation to:

Dr. Randy Abbey

Mr. Julius Neequaye Kotey, CEO of the Driver and Vehicle Licensing Authority

Hon. Abla Dzifa Gomashie, Minister of Tourism, Arts, and Culture

Their support made this collaboration a success.

The Bigger Picture: Sports Tourism

Sports tourism is a growing niche in the travel industry. Major sporting events attract visitors, boost tourism revenue, and showcase a country’s cultural heritage to the world.

At the Ghana Tourism Authority, we are committed to innovative strategies that position Ghana as a must-visit destination. Sports is just one of the many exciting ways we’re making that happen.

By:

Gilbert Abeiku Aggrey

CMP / MPM / ACIMG

Deputy CEO, Ghana Tourism Authority

 

#ResettingGhana #FeelGhana #VisitGhana #GhanaTourism #AbeikuSantana #MrTourism #SportsTourism

 

 

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Culture

Government Sets 2026 Rehabilitation of National Theatre in Motion, Plans Begin for Second Facility in Kumasi

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The National Theatre in Accra is finally on track for a major rehabilitation after years of calls for renewal. Funding for the project has been allocated in the 2026 national budget, marking a clear step toward restoring one of the country’s most important cultural landmarks.

 

Presenting the budget to Parliament, Finance Minister Dr Cassiel Ato Forson announced that the government will begin renovating the complex next year as part of a broader effort to revive key cultural infrastructure and strengthen the role of performance spaces in Ghana’s urban life.

He told the House, “Mr. Speaker, in 2026, government will rehabilitate the National Theatre in Accra. We will also commence site acquisition and design of a second national theatre in Kumasi.”

 

For the creative sector, this planned facelift goes far beyond cosmetic changes. The budget points to substantial capital work that will tackle the ageing structure and outdated technical systems, paving the way for higher-quality shows, year-round programming and increased revenue from ticket sales and venue rentals.

 

Management of the National Theatre has already been laying groundwork by improving governance and rebuilding institutional capacity, positioning the facility for consistent use once the refurbishment is complete.

 

The redevelopment also comes with clear practical targets. Upgraded sound, lighting and stage equipment will give local theatre companies the tools they need to stage larger productions and host touring shows. The project aims to create better rehearsal areas, improved backstage amenities and spaces that are more accessible to audiences. The vision is a modern complex capable of hosting international festivals, attracting cultural tourism and supporting a broad range of creative jobs.

 

The rehabilitation is being matched with efforts to professionalise the theatre’s management structure. The Ministry of Tourism, Culture and Creative Arts has recently moved to appoint and equip new boards and executive teams to ensure the facility is both artist friendly and financially sustainable when the work is done.

 

Strong administration will be key, as it will determine whether this renovation becomes a temporary improvement or the foundation for a long term cultural hub.

 

There is also fresh energy on the programming side. In recent months the National Theatre has resumed education and outreach activities, building momentum locally and signalling readiness to pair capital investment with renewed artistic activity.

 

If the commitments outlined in the 2026 budget are carried through, the National Theatre could shift from a reminder of past artistic glory to a vibrant, modern home for the performing arts.

Achieving that goal will demand transparent procurement, reliable funding and firm operational reforms. The intentions are now clear in the budget; the task ahead is to translate them into a theatre the country can use and be proud of.

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Culture

Ghana 🇬🇭 Tourism Authority’s CEO Strengthens Creative Arts Ties in Columbus 🇺🇸

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The CEO of the Ghana Tourism Authority, Mrs Maame Efua Houadjeto, has deepened Ghana’s cultural and creative diplomacy in Columbus, Ohio, meeting with top U.S. Arts and Culture leaders to build partnerships that bridge tourism, culture, and investment.

 

These engagements with the Columbus Association for the Performing Arts (CAPA), Greater Columbus Arts Council (GCAC), Columbus Artway Inc., and others are paving the way for a Creative Arts & Investment Delegation to Ghana in early 2026 — connecting Ghanaian creatives with international investors, art patrons, and institutions.

 

“The arts tell the story of our people — they are the soul of Ghana’s tourism identity,” said Ms. Houadjeto.

 

This initiative reinforces Ghana’s ambition to position itself as Africa’s Creative Capital, promoting cultural exchange through music, theatre, film, and visual arts, while driving jobs, investment, and global visibility for Ghanaian artists.

#ExperienceGhana #GhanaTourismAuthority #CulturalDiplomacy #CreativeEconomy #GhanaInTheWorld #GhanaTourism #VisitGhana #GlobalPartnerships #CreativeAfrica #GhanaArts

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KOFI ATTA KAKRA KUSI HONOURED FOR OUTSTANDING SUPPORT TO THE INTERNATIONAL EDITION OF ACCRA ARTS AND CRAFT MARKET, 2025

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In a heartfelt moment of honour and recognition, Kofi Atta Kakra Kusi, Deputy Director in charge of Corporate Affairs at the Ghana Tourism Authority (GTA), was honoured last night, Saturday, 25th October, 2025 at the W. E. B Dubois Centre for Pan African Culture in Cantonments, for his exceptional contributions and support to the International edition of the Accra Arts and Crafts Market that took place from 17th – 26th October, 2025. The honour was conferred by the Management of the Accra Arts and Crafts Market led by the Manager, Adnan Mohammed and Deputy Manager, Wango Abdul Karimu, during a Gala and Awards night hosted to mark the end of her 10-day exhibition. Mr. Kusi received a citation acknowledging his pivotal role in enhancing the event’s visibility by way of marketing and PR whilst fostering strategic partnerships.

 

Mr. Kusi’s professional journey reflects a blend of academic excellence, industry experience, and dedication to national development. A proud alumnus of Prempeh College, he earned his Bachelor of Arts in Philosophy from the University of Ghana, Legon, before obtaining a Master of Arts in Public Relations from the Ghana Institute of Journalism (now UNIMAC-GIJ) in 2020. He further pursued an MBA in Marketing at the Methodist University College Ghana, graduating in 2022. He also holds a Certificate in Tourism and Hospitality Management from the University of Johannesburg, South Africa.

 

His service to Ghana’s tourism sector spans over a decade. From 2010 to 2014, he served as Board Secretary to the Board of Directors of the Ghana Tourism Authority. He later worked as Special Assistant to the late CEO of the Authority, Mr. Charles Osei Bonsu, from 2014 to 2017. Mr. Kusi was appointed Principal Corporate Affairs Officer in 2019, a position he held until early 2024, when he was elevated to Deputy Director, Domestic Marketing. In February 2025, he was again appointed by elevation as the Deputy Director in charge of Corporate Affairs

Known for his strong Pan-African and nationalistic values, Mr. Kusi has played key roles in several national tourism committees and programmes, contributing to the development and promotion of Ghana’s tourism landscape.

The international edition of the Accra Arts and Crafts Market and fair spanning a period of 10 days did not only promote Ghanaian products but also support small and medium-sized entrepreneurs in exporting their goods beyond the country’s borders. The market fair has been going on for the past eight (8) years but the international edition started last year. Countries that participated included Nigeria, Togo, Benin, Burkina Faso, Niger, etc. It was a vibrant celebration of African creativity, culture, and craftsmanship. It brought together artisans, designers, and creators from Ghana and abroad, all showcasing a wide array of handmade products—fashion, art, crafts, décor, food, and more. The Accra Art & Craft Market is a platform that bridges the gap between artisans and audiences, elevating local crafts while promoting cultural heritage. The “international edition” reflects participation beyond Ghana, creating opportunities for exchange, exposure, and networking.

Attendees such as locals, foreigners, diasporans, tourists, diplomats, etc browsed and purchased authentic, locally made goods, enjoyed cultural performances, and engaged in cross-cultural exchange. The event was framed as an opportunity to “Experience the Magic of Africa through art, fashion, food, and more!” under the theme, “From Local Hands to the Global Stage”

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