The Chief Executive Officer of the Ghana Tourism Authority (GTA), Maame Efua Houadjeto, paid a working visit to the Accra Office of UNESCO, where she held talks with Edmond Moukala, Head of Office and UNESCO Representative to Ghana.

The meeting focused on strengthening collaboration in culture and education, while exploring how Artificial Intelligence (AI) can be leveraged to enhance Ghana’s tourism development and global competitiveness.

Discussions centered on practical ways to safeguard Ghana’s cultural heritage and position it as a viable economic asset. Both institutions recognized culture as one of Ghana’s most powerful soft power tools and a strategic pillar for inclusive growth.

Speaking during the meeting, Maame Efua Houadjeto underscored the need for synergy between tourism and culture.

“Tourism and culture are inseparable. Ghana’s heritage is not just a memory of the past; it is a powerful economic engine for the future. Strengthening our collaboration with UNESCO allows us to harness culture, education, and innovation—particularly AI—to drive sustainable tourism growth,” she said.

She highlighted the role of AI in destination marketing, visitor experience management, data analytics, and digital storytelling, noting that innovation will be key to positioning Ghana competitively in the evolving global tourism landscape.

In his remarks, Edmond Moukala reaffirmed UNESCO’s commitment to supporting member states in advancing education, science, culture, and communication for sustainable development. He emphasized that Ghana’s rich cultural capital presents significant opportunities when linked with education and emerging technologies.

“Ghana has immense cultural capital. The opportunity lies in connecting heritage, education, and emerging technologies to create sustainable value. UNESCO stands ready to support Ghana in protecting its heritage while embracing innovation to enhance tourism management and knowledge sharing,” he noted.

The meeting also addressed youth engagement, digital documentation of heritage assets, curriculum integration to promote tourism awareness, and sustainable site management aligned with global standards.

Symbolic Presentation

At the close of the engagement, Mr. Moukala presented the book World Heritage for Sustainable Development in Africa to the GTA CEO as a symbolic gesture of their shared commitment to transforming Africa’s heritage into a foundation for sustainable economic growth.

The CEO was accompanied by Deputy CEO in charge of General Services, Ben Anane Nsiah; Deputy CEO in charge of Operations, Ekow Sampson; and Director of Corporate Affairs, Bright Asempa Tsadidey.

 The visit reaffirmed the Ghana Tourism Authority’s commitment to deepening international partnerships that leverage culture, education, and innovation as drivers of national development, as Ghana strengthens its position as a leading tourism destination in Africa.