Ghana’s tourism rebranding drive is gaining significant international traction, following two high-profile recognitions for the Chief Executive Officer of the Ghana Tourism Authority (GTA), Efua Houadjeto.
The honours — one local and one international — reflect what industry observers describe as a renewed strategy to position Ghana not only as a travel destination but as a cultural force within the global creative economy.
On the domestic front, Mrs. Houadjeto was recognised at the 15th Goldbond Radio and Television Personality (RTP) Awards held on February 7, 2026. The event, organised by Big Events Ghana, celebrated leaders across media, business and public service. She was cited for her role in strengthening Ghana’s global tourism brand and expanding international partnerships.
Internationally, she received the Global Cultural Ambassador Award at a Pre-Grammy event in Beverly Hills ahead of the 2026 Grammy Awards celebrations. The recognition, reserved for leaders advancing culture and heritage beyond national borders, highlighted Ghana’s expanding footprint in the global creative and tourism ecosystem.
According to a statement issued in Accra, her leadership has focused on aligning tourism promotion with music, film, fashion, cuisine and festivals — reframing tourism as a driver of economic empowerment rooted in cultural storytelling.
Since assuming office, Mrs. Houadjeto has prioritised destination branding, diaspora engagement and structured partnerships within the creative arts sector. Policy-driven interventions and stakeholder collaborations have also aimed at formalising segments of the creative value chain to ensure that practitioners benefit directly from Ghana’s cultural exports.
Industry analysts say the Pre-Grammy platform recognition, in particular, signals Ghana’s rising influence within international tourism and creative arts circles, reinforcing efforts to diversify markets and expand cultural diplomacy.
Mrs. Houadjeto dedicated both awards to Ghana’s tourism industry, creative community and media partners, stating that the achievements reflect collective efforts to project Ghana as a vibrant, welcoming and culturally dynamic destination.
The dual honours underscore the GTA’s evolving strategy — one that seeks to move beyond traditional tourism marketing and position Ghana as a cultural powerhouse shaping its narrative on the world stage.
