The Ministry of Tourism, Arts and Culture (MoTCCA) has launched a bold strategy to reposition Ghana’s tourism sector by deeply integrating cultural heritage and the creative arts industry into its national tourism development agenda.
This transformative initiative was introduced during a fact-finding tour of the Volta Region, led by Hon. Abla Dzifa Gomashie, the newly appointed sector Minister. Describing the plan as a “national call to action,” she urged both public institutions and private stakeholders to recognize Ghana’s untapped tourism potential and invest in its long-term growth.
Speaking at the iconic Wli Waterfalls on Saturday, 24th May 2025, Hon. Gomashie emphasized the need to leverage traditional Ghanaian art forms as income-generating assets. She highlighted that this was her first official field engagement as minister, aiming to observe and assess cultural touchpoints firsthand.
“We’re repackaging what we already know,” she said. “Whether it’s Agbadza, Borborbor, or Atsiagbekor, these dances and crafts are cultural goldmines. With proper branding, they can generate significant revenue and benefit local communities.”
The Minister praised traditional performances witnessed at the Monkey Sanctuary and House of Chiefs, reiterating that Ghana’s cultural expressions have been underutilized in tourism promotion.
Hon. Gomashie also stressed the urgent need for improved infrastructure at tourist attractions, pointing out the lack of essential facilities like restrooms on the path to Wli Waterfalls.
“We don’t manage the land directly, but we promote the sites. If the Ministry had access to a portion of the income generated from these attractions, we could reinvest it into upgrading amenities,” she explained.
She called for collaboration with local landowners, traditional authorities, and district assemblies, emphasizing that strategic partnerships would help boost tourism and create lasting impact.
The Minister appealed to private investors, local entrepreneurs, and patriotic Ghanaians to join hands with the Ministry in developing sustainable, eco-friendly tourism hubs.
“If you know someone passionate about tourism investment, ask them to approach us. We’re looking to create centres that preserve nature while offering economic value to communities,” she said.
She also announced plans to compile insights from the tour into a formal report to enhance inter-ministerial collaboration, ensuring more cohesive national planning across tourism, environment, and infrastructure sectors.
Hon. Gomashie concluded by highlighting the diverse appeal of Ghana’s tourism ecosystem:
“Some tourists love hiking, others want to watch monkeys or visit waterfalls. Some are passionate about drumming and dancing. The more varied our offerings, the broader the audience we can attract to explore Ghana.”