Accra: Gilbert Abeiku Aggrey Santana, Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA), has launched an initiative aimed at amplifying African voices and reshaping global perceptions of the continent's tourism industry.
According to Ghana Web, the initiative, presented as a podcast titled "Tourism Destination Africa," is designed to be an informative and educational platform dedicated to transforming discussions about tourism, travel, and hospitality in Ghana and across Africa. Aggrey, who was recognized among the 2026 Top 100 Most Influential People in Tourism and Hospitality in Africa, announced that the podcast was created to explore the continent's tourism opportunities, cultures, and experiences.
Figures released by UN Tourism indicate that Africa welcomed nearly 81 million international visitors in 2025, an increase from 75.4 million in 2024. This growth rate positioned Africa as the fastest-growing tourism region globally, surpassing Europe, Asia, and the Americas. Despite these advances, Aggrey highlighted that global perceptions of Africa as a travel destination still lag behind the continent's expanding tourism performance.
He noted Ghana's success in attracting members of the African diaspora through initiatives like the Year of Return and Beyond the Return but emphasized the importance of continued and engaging storytelling to sustain this momentum. The Deputy GTA CEO elaborated that each podcast episode would delve into a destination, culture, experience, or idea worthy of broader recognition.
Aggrey stated that while some episodes would feature lesser-known attractions and communities in Ghana, others would focus on tourism developments across the continent and the lessons African countries can learn from one another. The podcast aims to serve tourism professionals, travelers, hospitality stakeholders, and audiences interested in Africa's global perception and representation.
Aggrey encouraged the public to follow the podcast and engage in discussions about the future of tourism on the continent. He remarked, "For as long as many of us can remember, the story of Africa has been told by everyone except Africans." He pointed out that Africa's history is often viewed through the lenses of colonialism, conflict, and struggle, while its achievements, innovation, and cultural richness have received less attention.
The Tourism Destination Africa podcast, he added, intends to help change this narrative by offering a platform for Africans to tell their own stories and showcase the continent's diverse tourism offerings to the world.