An Ode to Akwasi Agyeman: End of an era of Ghana’s tourism upliftment

THIS week marked the end of an extraordinary chapter in Ghana’s tourism story as Akwasi Agyeman concluded his tenure as Chief Executive Officer of the Ghana Tourism Authority (GTA). 

Over the past eight years, his leadership has been synonymous with innovation, resilience and an unwavering commitment to positioning Ghana as a global tourism powerhouse.

Agyeman’s legacy is defined by transformative initiatives that blended cultural preservation with bold, forward-looking strategies. The Year of Return in 2019 was a defining moment not just for Ghana but for the entire African continent. 

This historic initiative drew the African diaspora home, fostering reconnection and healing while showcasing Ghana as a premier destination for cultural and heritage tourism.

Its resounding success gave birth to December in GH, a flagship celebration that has cemented Ghana as Africa’s ultimate festive tourism destination.

In the face of the COVID-19 pandemic – a period that tested industries globally – Agyeman’s leadership was a beacon of hope. Through collaboration, innovation and strategic partnerships, he ensured the sector’s survival and subsequent recovery.

Achieving over one million international arrivals in a post-pandemic era is a testament to his ability to navigate complex challenges with grit and ingenuity.

His initiatives were not limited to international tourism. Campaigns such as See Ghana, Eat Ghana, Wear Ghana and Feel Ghana reignited national pride and strengthened domestic tourism, ensuring that Ghanaians themselves explored and celebrated the treasures of their homeland. 

Under his leadership, public-private partnerships flourished, and the diversification of tourism offerings (even though there is still a lot more to be done in this area) created a robust foundation for sustainable growth. 

His ability to work seamlessly with four Ministers of Tourism, Arts and Culture during his eight-year tenure viz. Catherine Afeku, Barbara Oteng-Gyasi, Dr Mohammed Ibrahim Awal and Andrew Agyapa Mercer, underscored his aptitude for fostering partnerships to drive progress. 

The road ahead

As Agyeman passes the baton, his successor faces a challenging yet promising road ahead. Building on the strong foundation he laid, the incoming leadership must focus on key areas to maintain and accelerate the growth trajectory of Ghana’s tourism sector.

One critical priority will be enhancing Ghana’s international arrivals and increasing tourism revenue.

This requires aggressive marketing campaigns in untapped regions such as Asia, South America and the Middle East while deepening engagements with traditional source markets such as North America and Europe. The continent of Africa needs Ghana’s attention as a reliable source market as well. 

Expanding Ghana’s tourism source markets will diversify revenue streams and shield the sector from economic shocks in any single region.

The Meetings, Incentives, Conferences and Exhibitions (MICE) segment also holds immense potential. Ghana has the infrastructure, cultural allure and hospitality to position itself as a hub of global conferences and events.

The successor must champion investments in this segment to make Ghana a leading MICE destination in Africa.

Digital transformation will be another cornerstone for future growth. Leveraging technology to enhance visitor experiences, streamline processes and gather data for targeted marketing will be essential in staying competitive.

From creating immersive virtual tours to deploying AI-powered platforms for travel planning, technology must be integrated across the sector.

Domestic tourism, a cornerstone of Agyeman’s legacy, must also continue to thrive. Strengthening local tourism circuits, investing in infrastructure and creating new attractions will ensure that tourism remains accessible and beneficial to Ghanaians across all regions.

Additionally, addressing challenges such as environmental sustainability, improving visa accessibility and enhancing safety and security will be crucial in making Ghana a global tourism leader.

A lasting legacy

Akwasi Agyeman’s tenure will be remembered as a period of transformation and growth. His vision, humility, and dedication have set the stage for a vibrant future in Ghanaian tourism. 

As he steps down, the torch is now in new hands, with the opportunity to build on this remarkable legacy and lead Ghana to even greater heights, including improving arrivals to above two million and making tourism the number one foreign exchange earner. 

Here’s to Akwasi Agyeman – an architect of change and a true ambassador of Ghana’s tourism. May his journey continue to inspire, and may the Ghana Tourism Authority soar to new horizons under its next chapter of leadership.