Relevant tourism experiences key to unlocking Africa’s potential

Professor Kobby Mensah [C] with some personalities at the event

Professor Kobby Mensah, CEO of the Ghana Tourism Development Company (GTDC), has emphasized the importance of delivering relevant tourism experiences tailored to different segments of visitors.

Speaking at the Meetings Africa conference, Prof. Mensah stressed the need for African countries to adopt a strategic approach to enhancing tourism offerings.

“For Ghana, President John Mahama’s vision of the Black Star Experience underpins our tourism industry’s philosophy moving forward,” Prof. Mensah said. “This vision seeks to create immersive and culturally rich experiences that align with the expectations of both domestic and international tourists.”

Prof. Mensah highlighted Ghana’s unique geographical position as an advantage that presents numerous opportunities for diverse tourism experiences. He identified educational tourism as a key area of focus, leveraging Ghana’s global positioning to attract knowledge-driven travellers.

“To deliver relevant tourism experiences, technology and innovative processes must be integrated into tourism frameworks,” Prof. Mensah emphasized. “Modern tourists seek seamless, tech-enabled interactions, from digital booking systems to immersive cultural experiences powered by technology.”

The GTDC, in collaboration with the Ghana Tourism Authority and other agencies, is implementing strategies to align with global trends in tourism development. “As tourism agencies, we must ensure that the right technology and processes are in place to allow visitors to fully immerse themselves in the most relevant experiences they seek,” Prof. Mensah stated.

“Ghana has so much to offer, and by embracing digital transformation, we can elevate our tourism sector to new heights,” Prof. Mensah added. “At GTDC, we are at the forefront of this agenda, positioning Ghana as a premier destination for diverse tourism experiences, reinforcing its role as a hub for cultural, historical, and educational tourism in Africa.”

By prioritizing relevant tourism experiences and embracing digital transformation, Ghana aims to unlock its full tourism potential and become a leading destination for travellers from around the world.