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Ghana’s Strategic Push in Sports Tourism and Global Engagement
Ghana is making significant strides in positioning itself as a key player in sports tourism and global diaspora engagement. This effort has been highlighted by Mr. Gilbert Abeiku Aggrey, the Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA). He emphasized that the GTA is actively using football and other sporting events to promote not only tourism but also peace, national unity, and cultural exchange.
The vision of the GTA’s CEO, Maame Efua Houadjeto, focuses on deepening relationships with sporting clubs, particularly football teams, to help them promote Ghana as a tourist destination. These initiatives are part of a broader strategy to leverage the power of sports for economic and social development.
Mr. Aggrey made these remarks during a live viewing of the FIFA Club World Cup 2025 final in Accra. The event, organized by the GTA in collaboration with Tribe Culture Fest and the United States Embassy in Ghana, attracted a diverse audience of football fans, creatives, and cultural enthusiasts. It was a vibrant celebration of sports and community, featuring a live stream of the match, cultural performances, food and drink vendors, and showcases from local artists.
One of the highlights of the event was the performance by the Ghana Dance Ensemble, which entertained the crowd with traditional music and dance, showcasing the country’s rich cultural heritage. Mr. Aggrey noted that countries like Rwanda have successfully partnered with major football clubs such as PSG and Arsenal to boost their visibility as tourist destinations. He expressed a similar ambition for Ghana, emphasizing that sports can bring people together and foster unity through tourism.
Moreover, Mr. Aggrey stressed the importance of supporting the entire experience surrounding sporting events, from event setup and entertainment to hospitality. He pointed out that these elements play a crucial role in boosting the local economy and enhancing the visitor experience.
As part of its efforts to promote tourism and national unity, the GTA has opened its doors to collaborative initiatives, especially in the realm of sports. This approach reflects a commitment to building partnerships that can drive sustainable growth and development.
At the event, Matthew Asada, the Press Attaché at the U.S. Embassy in Accra, expressed his enthusiasm for the partnership between the United States Embassy and the Ghana Tourism Authority. He mentioned that the embassy is excited about hosting the Club World Cup with FIFA and working closely with the GTA in Accra. He highlighted the unifying power of football, noting that it brings people together and creates opportunities for collaboration.
Mr. Asada also pointed out that with new administrations in both Ghana and the United States, there are growing opportunities for cooperation. He described the event as just the beginning of what could be a fruitful partnership, expressing excitement about future collaborations.
This initiative underscores the potential for sports to serve as a bridge between nations, fostering mutual understanding and promoting economic growth. By leveraging the popularity of football and other sports, Ghana is taking meaningful steps toward becoming a more prominent destination for sports tourism and international engagement.
