The Ghana Tourism Authority (GTA) has begun educating taxi drivers on how to promote Ghana’s tourism attractions, culture and hospitality to visitors as part of its “Know Ghana Campaign”.
The sensitisation exercise was held on Saturday, 3rd October 2026, with drivers at Osu RE, the Shoprite and Papaye drivers’ union. It forms part of the GTA’s efforts to involve key tourism stakeholders in promoting Ghana as a preferred destination for both domestic and international visitors.
The campaign is designed to familiarise transport unions across the country with the Authority’s domestic marketing message: “See Ghana, Eat Ghana, Wear Ghana and Feel Ghana”, alongside the wider “Experience Ghana” initiative.
Taxi drivers were identified as important ambassadors for the tourism industry because they regularly interact with tourists and other foreign visitors before, during and after the “December in GH” period, which forms part of the “Black Star Experience”.
The GTA’s Chief Executive Officer, Maame Efua Houadjeto (Mrs.), was represented at the programme by Kofi Atta Kakra Kusi, Deputy Director, Corporate Affairs; Francisca Boakye, Deputy Director, Corporate Affairs; Judith Kelly, Principal Corporate Affairs Officer; and tour guide Elvis Bruce Wallace of the Tour Guides Association of Ghana (TORGAG).
The programme highlighted Ghana’s cultural, historical and tourism offerings, encouraging drivers to tell visitors about tourist sites, local food, traditional and contemporary clothing, music, nightlife and other experiences.
Organisers also urged the drivers to play highlife music in their vehicles. The genre was described as one of Ghana’s distinctive musical traditions and an important part of the country’s cultural identity and tourism appeal, particularly during the December in GH period.
The Authority said that giving taxi drivers accurate and relevant information would allow them to assist tourists more effectively and encourage greater use of local attractions, products and services.
It added that the initiative was part of wider efforts to persuade domestic and international visitors to explore and support Ghana’s tourism and cultural heritage. The GTA said the programme would increase patronage of domestic tourism, strengthen the local economy and contribute to higher tourist arrivals, foreign-exchange receipts and investment.
Speaking to the media, Kofi Atta Kakra Kusi repeated the Chief Executive Officer’s call for similar programmes to be held at key taxi stations in Accra and across all 16 regions.
He said the exercise would also be extended to other transport groups, including GPRTU, Uber and Yango drivers. Kusi appealed to media houses to provide the campaign with the necessary publicity so it could reach a wider audience and help market Ghana’s tourism offerings.
As part of the programme, the team distributed branded T-shirts, stickers and flyers for the drivers’ cars to support the campaign’s promotional efforts.
Through “See Ghana, Eat Ghana, Wear Ghana and Feel Ghana”, “Experience Ghana”, “Know Ghana” and the “Black Star Experience”, the GTA aims to present Ghana as a destination where visitors can engage with its history, culture, cuisine, fashion, music, nightlife and people.
