Digitalisation, AI key to Ghana’s tourism transformation – GHATOF

The Ghana Tourism Federation (GHATOF) has urged tourism and hospitality industry stakeholders to embrace digitalisation and artificial intelligence (AI) to enhance the sector and increase Ghana's competitiveness. GHATOF President Seth Ocran emphasized the importance of digital technologies in marketing destinations, understanding visitors, improving service delivery, and creating new tourism experiences.

He stressed that Ghana must not merely observe but actively participate in the digital transformation of the tourism industry, as digitalisation and AI are becoming essential tools for the sector's growth. Ocran called for stronger collaboration among tourism stakeholders and urged the Ghana Tourism Authority (GTA) to improve its relationship with private-sector tourism trade associations.

He also encouraged exploring stronger ties between the Eastern Expo and various festivals and cultural events across the country, believing that such collaboration could create a more integrated tourism calendar, attract more visitors, and stimulate business growth. Additionally, Ocran stressed that while technology is crucial, it is not enough to build the tourism industry Ghana needs.

He stressed that people, partnerships, and a shared purpose are equally important, urging stakeholders to work together to improve standards, develop industry personnel, effectively promote Ghana, and strengthen businesses to create better opportunities for communities and the nation.