The Ghana Tourism Authority Ex-Staff Association (GHATEX) has launched a five-year Road Travel Safety and Tourism Project aimed at reducing road crashes and improving confidence in Ghana as a tourism destination.
The initiative, launched in Accra on Tuesday, August 4, 2026, seeks to promote safer road use through public education, advocacy and behavioural change campaigns, in partnership with the Ghana Tourism Authority (GTA), the National Road Safety Authority (NRSA) and other stakeholders.
President of GHATEX, Adeline Boateng, said concerns over road safety had become a major factor affecting travel decisions and Ghana’s tourism growth.
She said issues including poor road conditions, speeding, inadequate road markings, poor signage, weak driver training and disregard for traffic regulations continue to create anxiety among travellers.
“Road safety has become an issue of concern, which impacts travel decision-making. This, we believe, affects tourism growth and development tremendously,” she said.
According to her, the project will focus on creating awareness through animated videos, educational materials and other advocacy tools to encourage responsible road behaviour among motorists and road users.
“GATEX has therefore partnered with the Ghana Tourism Authority and the National Road Safety Authority to raise awareness and foster long-term relationships in attitudes and behaviours related to road use and safety,” she added.
Road safety shapes Ghana’s tourism image
Chief Executive Officer of the Ghana Tourism Authority, Maame Efua Houadjeto, said road safety forms an important part of Ghana’s visitor experience, noting that tourists begin assessing the country from the moment they leave the airport.
“Every visitor experience of Ghana begins long before they arrive at our tourism attraction. It begins the moment they leave the airport,” she said.
She shared an experience where a convoy carrying foreign ministers to Cape Coast Castle skidded off the road, leaving the delegation stranded for more than an hour while efforts were made to recover the vehicle.
According to her, the incident affected the visitors’ confidence and shortened their experience at the tourist site.
She said such experiences demonstrate why safer roads are essential to Ghana’s tourism ambitions.
“When visitors feel safe on our roads, they travel with confidence. And when they travel with confidence, they stay longer, explore more, recommend Ghana to others and return again,” she said.
The GTA CEO stressed that Ghana’s attractions alone were not enough to attract and retain visitors.
“Beautiful attractions alone are not enough. Visitors also want the assurance that they can move around our country safely and comfortably,” she added.
She assured GHATEX and its partners of the authority’s continued support, describing road safety as a shared responsibility that requires collaboration among state agencies, private sector actors and the public.
NRSA calls for stronger investment in road safety
The Director-General of the National Road Safety Authority (NRSA), Abraham Amaliba, said road crashes had become a major national challenge requiring greater investment and commitment.
He compared the resources mobilised during the COVID-19 pandemic to the attention given to road safety, arguing that more support was needed to address the growing number of road deaths.
“Road crashes have killed more people than COVID. But look at the way we marshal resources against COVID. We don’t marshal the same resources for road safety to protect you,” he said.
Mr Amaliba, however, said the focus should now shift from criticism to finding solutions, stressing the need for a coordinated approach involving education, enforcement, engineering and emergency response.
“We need to go back and strictly adhere to the five E’s of road safety,” he said, adding that all interventions must work together to achieve safer roads.
He commended GHATEX for using the experience of its retired tourism professionals to support national road safety efforts, describing them as “retired, but not tired”.
The NRSA Director-General said safer roads were critical for tourism, economic activity and public confidence, urging stakeholders to work together to build a culture of responsible road use.
The project launch coincided with the 52nd anniversary of Ghana’s transition to right-hand driving, a milestone speakers said offered lessons on the importance of public awareness and collective action.
GHATEX said the initiative would involve collaboration with government institutions, private sector organisations, transport operators and development partners to promote safer journeys across the country.
