The Ghana Tourism Authority (GTA) has embarked on a sensitisation exercise with taxi drivers at Osu RE, the Shoprite and Papaye drivers’ union on Saturday, 3rd October 2026, as part of its efforts to create awareness amongst key tourism stakeholders on promoting Ghana as a preferred tourism destination.
The “Know Ghana” campaign aims at educating various transport unions across the country on the Authority’s domestic marketing agenda “See Ghana, Eat Ghana, Wear Ghana and Feel Ghana” as well as “Experience Ghana” because in their daily activities, they engage these tourists, foreigners,etc before, during and even after “December in GH” which is a part of the “Black Star Experience”.
The Chief Executive Officer, Maame Efua Houadjeto (Mrs.) was represented by Kofi Atta Kakra Kusi, Deputy Director, Corporate Affairs, Francisca Boakye, Deputy Director, Corporate Affairs, Judith Kelly, Principal Corporate Affairs Officer and a Tour Guide, Elvis Bruce Wallace of the Tour Guides Association of Ghana (TORGAG)
The sensitisation programme focused on the campaign message “See Ghana, Eat Ghana, Wear Ghana and Feel Ghana,” “Experience Ghana” as well as the “Black Star Experience”, which encourages visitors to experience the rich and diverse culture, heritage and tourism offerings of Ghana.
The exercise sought to educate taxi drivers on their important role as ambassadors of Ghana’s tourism industry. As major point of contact for tourists arriving in the country, taxi drivers have the opportunity to provide visitors with useful information about Ghana’s tourism attractions, heritage, nightlife and cultural experiences.
The drivers were encouraged to engage tourists and introduce them to Ghana’s tourist sites, local cuisine, traditional and contemporary Ghanaian clothing, music, nightlife and other cultural experiences.
The sensitisation also highlighted the importance of promoting highlife music in their cars, one of Ghana’s distinctive musical traditions, as part of the country’s cultural identity and tourism experience, particularly during the December in GH period.
The Authority believes that empowering taxi drivers with accurate and relevant information about Ghana’s tourism offerings will enable them to better assist tourists and encourage greater patronage of local tourism attractions, products and services.
The initiative forms part of broader efforts by the Ghana Tourism Authority to encourage both domestic and international visitors to explore, experience and support Ghana’s rich tourism and cultural heritage. The sensitisation programme will obviously help increase patronage of the country’s domestic tourism thereby boosting the local economy. It will also lead to an increased tourist arrivals and receipts (foreign exchange) and investment in the economy.
Speaking to the media, the Deputy Director of Corporate Affairs, Kofi Atta Kakra Kusi reiterated the CEO’s call for similar exercises to be carried out at vantage taxi stations in Accra and across the 16 regions. He said the exercise will also be extended to other transport unions like GPRTU, Uber, Yango drivers, etc.
He appealed to the media houses to give the exercise the needed publicity it deserves so that a wider audience could be reached to help promote and market Ghana’s tourism offerings. The team, as part of the sensitisation process, gave the drivers branded t shirts, stickers and flyers for their cars to step up the promotion and marketing efforts.
Through the “See Ghana, Eat Ghana, Wear Ghana and Feel Ghana” “Experience Ghana”, “Know Ghana” campaigns and the “Black Star Experience”, the GTA continues to promote Ghana as a destination where visitors can connect with the country’s history, culture, cuisine, fashion, music, nightlife and people.
