Deputy CEO of the Ghana Tourism Authority (GTA), Gilbert Abeiku Aggrey Santana, has launched a new podcast focused on tourism, travel and hospitality across Africa.
The podcast, Tourism Destination Africa, is intended to give African destinations and communities more space to tell their own stories and reach international audiences.
According to Abeiku Santana, the platform will cover destinations, cultures, tourism experiences and developments across Ghana and other parts of the continent.
Some episodes will focus on attractions and communities in Ghana that receive less attention, while others will look at tourism trends in other African countries and what they can learn from each other.
The launch comes at a time when tourism in Africa is recording strong growth.
Figures from UN Tourism show that the continent received almost 81 million international visitors in 2025, compared with 75.4 million in 2024. Africa recorded the fastest growth among the world’s major tourism regions during the period.
Despite the increase in visitor numbers, Abeiku Santana believes Africa still faces a challenge in how it is presented to the rest of the world.
He pointed to Ghana’s Year of Return and Beyond the Return initiatives as examples of how the country has attracted members of the African diaspora, but said more consistent storytelling is needed to build on those efforts.
The podcast will target travellers, tourism professionals, hospitality businesses and others interested in Africa’s tourism industry.
Abeiku Santana said the project is also about giving Africans greater control over how the continent is represented.
“For as long as many of us can remember, the story of Africa has been told by everyone except Africans,” he said.
He argued that Africa’s story has often focused heavily on colonialism, conflict and hardship, leaving less attention for its culture, achievements, creativity and development.
Through Tourism Destination Africa, he hopes to put more of those stories in front of audiences in Ghana, across Africa and beyond.
