Gilbert Abeiku Aggrey Santana, Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA), has launched a new podcast titled "Tourism Destination Africa." This initiative aims to amplify African voices and reshape global perceptions of the continent’s tourism industry. The podcast will serve as an informative, educational, and entertaining platform focusing on tourism, travel, and hospitality across Africa.
The launch follows a period of significant growth for African tourism. UN Tourism figures show Africa welcomed nearly 81 million international visitors in 2025. This marks an increase from 75.4 million visitors in 2024. This growth positioned Africa as the fastest-growing tourism region globally during that period, surpassing Europe, Asia, and the Americas.
Despite this impressive growth, Mr. Santana noted that global perceptions of Africa as a tourism destination have not kept pace with its actual performance. He highlighted Ghana’s successful "Year of Return" and "Beyond the Return" initiatives. These programs demonstrated the country's ability to attract members of the African diaspora. However, Mr. Santana stressed the critical need for sustained storytelling to maintain this momentum and further enhance Africa's image.
Mr. Santana, recently named among the 2026 Top 100 Most Influential People in Tourism and Hospitality in Africa, stated that the podcast would provide a crucial platform. It will explore Africa’s diverse tourism opportunities, rich cultures, and unique experiences. He emphasized that for too long, the story of Africa has been told by non-Africans. This has often framed the continent around colonialism, conflict, and hardship.
The podcast seeks to correct this imbalance by giving greater attention to Africa's achievements, innovations, cultural diversity, and vast tourism potential. Each episode of "Tourism Destination Africa" will explore a specific destination, culture, experience, or idea deserving of wider recognition. Some episodes will spotlight lesser-known attractions and communities within Ghana. Others will examine broader tourism developments across the continent. They will also highlight lessons African countries can learn from one another.
The target audience for the podcast includes tourism professionals, avid travelers, hospitality stakeholders, and anyone interested in how Africa is perceived globally. Mr. Santana believes the platform will significantly contribute to changing the narrative. It will empower Africans to control how their destinations, cultures, and experiences are presented to the world. He encouraged the public to follow the podcast and actively participate in conversations about the future of tourism on the continent.
This initiative aligns with broader efforts by African destinations to capitalize on recent increases in international arrivals. These efforts focus on strengthening destination marketing, promoting cultural storytelling, and enhancing tourism experiences. The podcast is a strategic move to ensure Africa's tourism sector continues its upward trajectory and gains the global recognition it deserves.