Mr Ben Anane Nsiah, Deputy CEO, General Services of the Ghana Tourism Authority, who made the call, highlighted the intersection of tourism and public relations, saying, “Effective PR is essential in promoting our tourism sector. It helps us tell compelling stories that attract tourists and showcase the unique beauty and culture of Ghana.”

Speaking at the World Public Re­lations Day Festival held in Accra on Tuesday, Mr Nsiah also em­phasised the role public relations played in amplifying the ‘Beyond the Return’ initiative and how stra­tegic communication efforts helped boost Ghana’s tourism sector.

“By leveraging effective PR campaigns, the initiative success­fully highlighted Ghana’s cultural heritage, attracting international visitors and fostering economic growth.”

The event, organised by Global Media Alliance, brought togeth­er public relations practitioners, students, media representatives, and industry players from various industries.

Held under the theme “The Fu­ture of PR in a Changing World”, the summit offered a platform for insightful discussions and network­ing opportunities.

He noted that the collaboration between public relations profes­sionals and tourism stakeholders was instrumental in driving the initiative’s success, showcasing the power of well-crafted messaging in achieving national objectives.

The Deputy Minister of In­formation, Mr Sylvester Matthew Tetteh, emphasised the critical role of public relations in today’s fast-evolving landscape.

“In a world where information travels at the speed of light, the role of public relations profession­als is more vital than ever. We must harness the power of strategic communication to shape narra­tives, build trust, and drive positive change,” he remarked.

Adding to this perspective, Mr Edward Boateng, Former Ambas­sador of Ghana to China, spoke passionately on the importance of shaping the African narrative.

“Africa’s story is one of resil­ience, innovation, and growth. As communicators, we are responsible for amplifying these stories and presenting a balanced and authen­tic view of our continent to the world,” Mr Boateng stated.

“By telling our own stories, we reclaim our identity and showcase the incredible potential that lies within Africa, inspiring future generations and fostering global partnerships,” he said.

Sophia Kudjordji, Corporate Communications Manager, Jo­spong Group, highlighted the role of technology and innovation in PR, noting, “The digital age has transformed how we communicate. PR professionals must adapt to new tools and platforms to reach and engage their audiences effec­tively. Embracing technology is not an option; it’s a necessity.”