Deputy CEO of the Ghana Tourism Authority (GTA), Gilbert Abeiku Aggrey, also known as Abeiku Santana, defended the agency’s decision to promote the Black Stars vs. Chad World Cup qualifier. He explained the connection between sports and tourism.
In a social media post, Abeiku Santana said sports and tourism go hand in hand. Big events bring visitors and help promote Ghana. He highlighted GTA’s strategic approach, which incorporated cultural and hospitality elements to enhance the visitor experience at the stadium and promote Ghana’s rich heritage.
“As you noticed, we intentionally integrated cultural performances from the Ghana Dance Ensemble, while a local bar set up for dignitaries at the stadium provided an opportunity to showcase Ghana’s culinary and beverage industry,” he stated. “By offering authentic local drinks and delicacies, we allowed VIP guests to experience the warmth of Ghanaian culture and hospitality.”
The GTA also leveraged the global audience of the match to advertise key tourist attractions, with visuals of landmarks such as Cape Coast Castle, Wli Waterfalls, the Independence Arch, the Larabanga Mosque, and Shai Hills displayed prominently at the stadium. This, he noted, helped project Ghana’s diverse tourism offerings to both in-person spectators and television audiences worldwide.
Drawing comparisons with Rwanda’s successful partnership with Arsenal Football Club—which featured the “Visit Rwanda” logo on players’ sleeves and led to an 8% increase in tourist arrivals in 2018—Abeiku Santana underscored the immense potential of sports tourism. “This collaboration significantly boosted Rwanda’s visibility as a tourist destination, contributing to growth in tourism arrivals,” he noted.
The initiative, he revealed, was spearheaded by Ghana Tourism Authority’s CEO, Mrs. Maame Efua Houadjeto, with support from key stakeholders, including Dr. Randy Abbey, CEO of Ghana Cocoa Board, Mr. Julius Neequaye Kotey, CEO of the Driver and Vehicle Licensing Authority, and Hon. Abla Dzifa Gomashie, Minister of Tourism, Arts and Culture.
Abeiku Santana said sports events bring visitors, highlight culture, and boost the economy. “Sports tourism is a niche segment of the travel industry, and Ghana is strategically positioning itself to tap into this lucrative market,” he concluded.
The Black Stars’ match wasn’t just about football. It was a chance to showcase Ghana to the world.
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