Former Deputy Women’s Organiser of the National Democratic Congress (NDC), Maame Efua Houadjeto, has been appointed as the new Chief Executive Officer (CEO) of the Ghana Tourism Authority (GTA). Her appointment is expected to bring fresh energy to the tourism sector as the government continues its efforts to boost Ghana’s appeal as a top destination for both local and international visitors.
Houadjeto steps into this role with a strong background in leadership and community engagement. Her experience in politics and advocacy, particularly in empowering women and communities, is expected to play a key role in shaping policies that enhance tourism and cultural promotion. With Ghana’s tourism sector being a major driver of economic growth, her leadership is set to focus on innovative strategies to position the country as a premier travel destination.
She takes over from Akwasi Agyeman, who stepped down from his position on January 22 after serving as CEO since January 2017. Agyeman’s tenure was marked by significant achievements, particularly in reviving Ghana’s tourism industry following the global COVID-19 pandemic. His leadership played a crucial role in increasing tourist arrivals and improving the country’s tourism infrastructure.
During his time in office, international tourist arrivals surged from 355,108 in 2020, during the height of the pandemic, to an impressive 1,148,002 in 2023, surpassing pre-pandemic levels. Domestic tourism also saw a remarkable increase, with visitor numbers rising from 456,000 in 2017 to 1.4 million in 2023. His efforts helped reposition Ghana as a leading travel destination in Africa, with a focus on cultural tourism, heritage sites, and international events.
One of Agyeman’s key achievements was the successful rehabilitation and redevelopment of several tourist sites across the country. Major improvements were made to attractions such as Kintampo Waterfalls, the Kwahu Paragliding Site, Bunso Eco Park, Denkyira Kyekyewere Eco Park, Tano Boase Sacred Grove, the Tetteh Quarshie Cocoa Farm, and Tafi Atome Monkey Sanctuary. These projects aimed to enhance visitor experiences and increase tourism revenue for local communities.
In addition to natural attractions, Agyeman also prioritized the restoration of historical and cultural landmarks. His leadership saw the redevelopment of sites such as the Accra Tourist Information Centre, Nationalism Park, Geese Park, Salaga Slave Market, Bonwire Kente Museum, and Pikworo Slavery Camp. These projects were instrumental in preserving Ghana’s rich history and cultural identity while attracting global visitors interested in heritage tourism.
Perhaps one of the most notable initiatives during Agyeman’s tenure was the launch of “The Year of Return” in 2019, a campaign that marked 400 years since the first enslaved Africans arrived in the Americas. The initiative gained international recognition and brought thousands of visitors, particularly from the African diaspora, to Ghana. The success of this program led to the introduction of “Beyond the Return,” a follow-up initiative aimed at sustaining engagement with the global African community and encouraging investment in Ghana.
Agyeman also championed the “December in Ghana” initiative, which transformed the country into a major Christmas and New Year holiday destination. The campaign featured concerts, festivals, and cultural events that attracted high-profile celebrities, influencers, and travelers from around the world. These efforts contributed significantly to the country’s tourism revenue and positioned Ghana as a leading destination for entertainment and cultural tourism.
Another significant aspect of Agyeman’s leadership was his commitment to digital transformation within the tourism sector. He spearheaded the launch of the National Tourism Destination Single Window Project and the “Visit Ghana” App, both aimed at simplifying travel processes and providing tourists with easy access to information about destinations, accommodations, and attractions across the country. These initiatives aligned with global trends in tourism management, making Ghana more accessible and attractive to tech-savvy travelers.
In the area of human resource development, Agyeman prioritized training and capacity-building programs for individuals working in the tourism and hospitality industry. Through the Ghana CARES Obaatanpa Initiative, over 3,069 professionals received training in customer service, digital marketing, and tourism product development. This initiative aimed to enhance service delivery in the sector, ensuring that visitors received high-quality experiences while exploring Ghana.
As Maame Efua Houadjeto takes over leadership at the Ghana Tourism Authority, expectations are high for her to build on the progress made by her predecessor. Industry stakeholders anticipate that she will introduce new strategies to further boost Ghana’s global tourism appeal, expand digital engagement, and strengthen partnerships with international travel agencies and investors.
One of the key challenges she will face is maintaining the momentum of growth in international tourist arrivals while also expanding domestic tourism. Encouraging more Ghanaians to explore their own country remains a priority, as it contributes to the sustainability of the tourism industry. Additionally, addressing concerns such as infrastructure development, visitor safety, and environmental sustainability will be crucial in ensuring long-term success.
Her appointment also comes at a time when the tourism sector is evolving, with increasing competition from other African destinations. Countries like Kenya, Rwanda, and South Africa have made significant strides in tourism marketing, making it essential for Ghana to remain competitive by offering unique experiences and top-tier hospitality services.
Government support will be crucial in ensuring that Houadjeto’s administration succeeds. Investment in road networks leading to major tourist sites, improvements in airport facilities, and enhanced security measures will be necessary to attract more visitors. Collaboration with the private sector, local entrepreneurs, and cultural institutions will also play a vital role in expanding the tourism ecosystem.
As Ghana looks to the future of its tourism industry, Houadjeto’s leadership will be instrumental in shaping policies that promote sustainable growth, cultural preservation, and economic opportunities for local communities. Her experience in advocacy and leadership positions her well to champion initiatives that empower women and youth in the tourism sector, further strengthening the industry’s impact on national development.
With a solid foundation laid by her predecessor, Maame Efua Houadjeto has the opportunity to take Ghana’s tourism industry to new heights. Her tenure will be closely watched by industry players, policymakers, and citizens eager to see continued progress in making Ghana a leading travel destination in Africa and beyond.
