The Ghana Tourism Authority (GTA) says it is strategically leveraging influencer visits to boost the country’s tourism profile, following the high-profile trip of YouTube star iShowSpeed to Ghana.
Abeiku Santana, Deputy CEO of the GTA, spoke on the Asaase Breakfast Show on Tuesday (27 January), highlighting how the authority facilitated the visit and worked closely with multiple agencies to ensure a smooth experience.
“We engaged the team of iShowSpeed, giving them access, facilitation with the Ghana Revenue Authority, visa on arrival for his crew, and support across key attractions,” Santana said.
He emphasised that the visit was an opportunity to showcase Ghana’s culture, heritage, and immersive tourism experiences to the influencer’s more than 50 million followers worldwide.
“Tourism is about storytelling. It’s not just the attraction. It’s about the experience, culture, and heritage,” Santana said, noting initiatives such as massages at waterfalls as part of experiential tourism.
Santana also credited the success of the project to coordinated efforts by the Ministry of Tourism, Culture, and Creative Arts, the Ghana Police Service, the Ghana Revenue Authority, and creative industry stakeholders. “When we work together, the world takes notice of us,” he said.
The Deputy CEO believes that social media is a powerful tool for driving tourism, particularly among younger, digitally native audiences. “We are using this visit to convert online impressions into actual tourist arrivals,” he said, noting that engagement on platforms like YouTube can influence future travel decisions.
GTA is now exploring ways to sustain momentum from influencer visits and turn online buzz into tangible tourism growth. Santana concluded that Ghana is ready to move from being a “beautiful backdrop for viral content” to becoming a structured hub for the global creative economy.
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