The Ghana Tourism Federation (GHATOF) has urged the country’s tourism and hospitality sectors to adopt digitalisation and artificial intelligence (AI) to boost competitiveness and reshape visitor experiences. Seth Ocran, GHATOF president, said these technologies are no longer distant concepts but essential tools for marketing destinations, understanding tourists, and improving service delivery.
In a message for World Tourism Day 2026, themed “Digital Agenda and Artificial Intelligence to Redesign Tourism,” Ocran warned that Ghana cannot afford to watch global changes from the sidelines. “Ghana must not simply watch this transformation; we must actively participate in it,” he said.
Ocran stressed that while new technology offers opportunities, it must be paired with stronger collaboration among tourism stakeholders. He called on the Ghana Tourism Authority (GTA) to deepen its cooperation with private-sector groups to build a more coordinated and competitive industry. “Effective regulation must go hand in hand with continuous dialogue, consultation and partnership,” he said.
He also suggested linking the Eastern Expo with major festivals and cultural events across Ghana to create an integrated tourism calendar. This approach, Ocran argued, could attract more visitors and stimulate business in different regions.
Despite the focus on technology, Ocran emphasised that “technology alone will not build the tourism industry we want. People, partnerships and shared purpose will.” He urged stakeholders to work together to raise standards, develop personnel, promote Ghana more effectively, and strengthen businesses to benefit communities and the country.
World Tourism Day 2026 spotlights the role of digital tools and AI in redesigning how the tourism industry operates. Ocran’s message calls for Ghana to take an active role in these changes rather than remain a passive observer.
The federation’s call comes as the global tourism sector increasingly relies on data analytics, AI-driven marketing, and virtual experiences to attract visitors and tailor services. For Ghana, embracing these technologies could help tap into new markets and improve the visitor experience.
At the same time, the federation’s push for closer collaboration between the public and private sectors reflects ongoing challenges around coordination and regulation in Ghana’s tourism industry. By fostering dialogue and partnerships, GHATOF aims to create a more sustainable environment for growth.
Ocran’s message lays out a road map that combines innovation with cooperation. It points to a future where digital tools enhance Ghana’s rich cultural and natural attractions, but only if supported by strong relationships and shared goals within the industry.
As Ghana marks World Tourism Day 2026, the challenge remains clear: adapt to digital change and work together to build a tourism sector that benefits all.
According to Joy Online.
