Abeiku Santana calls for African-led tourism storytelling with new podcast

Mr Gilbert Abeiku Aggrey Santana, Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA), has launched a new podcast aimed at amplifying African voices and reshaping global perceptions of the continent's tourism industry.

The podcast, titled Tourism Destination Africa, will be an informative, educational and entertaining platform dedicated to changing conversations about tourism, travel and hospitality in Ghana and across Africa.

Announcing the initiative, Mr. Aggrey, who was named among the 2026 Top 100 Most Influential People in Tourism and Hospitality in Africa, said the podcast was created to discuss the continent's tourism opportunities, cultures and experiences.

According to figures released by UN Tourism, Africa welcomed nearly 81 million international visitors in 2025, up from 75.4 million in 2024. The growth rate made Africa the fastest-growing tourism region in the world, ahead of Europe, Asia and the Americas.

Despite those gains, Mr. Aggrey noted that global perceptions of Africa as a travel destination continue to lag the continent's growing tourism performance.

He said Ghana had already demonstrated its ability to attract members of the African diaspora through initiatives such as the Year of Return and Beyond the Return but stressed the need for sustained and engaging storytelling to maintain that momentum.

The Deputy GTA CEO explained that each episode would explore a destination, culture, experience or idea deserving of wider recognition.

“While some episodes will spotlight lesser-known attractions and communities in Ghana, others will examine tourism developments across the continent and lessons African countries can learn from one another,” he said.

The podcast is expected to serve tourism professionals, travellers, hospitality stakeholders and audiences interested in how Africa is perceived and represented globally.

Mr Aggrey encouraged the public to follow the podcast and join conversations about the future of tourism on the continent.

"For as long as many of us can remember, the story of Africa has been told by everyone except Africans," he said.

He noted that Africa's history has often been framed through the lenses of colonialism, conflict and struggle, while its achievements, innovation and cultural richness have received less attention.

The Tourism Destination Africa podcast, he added, seeks to help change that narrative by providing a platform for Africans to tell their own stories and showcase the continent's diverse tourism offerings to the world.

Listen and subscribe today:

   Comments0