The Ghana Tourism Authority and the Africa Tourism Research Network (ATRN), a Pan - African think thank dedicated to advancing sustainable, inclusive, and evidence - based tourism development across the continent signed a memorandum of understanding (MoU) in Accra on 14th November 2025 to strengthen research - driven tourism development in the country.
The agreement focuses on research led tourism growth through features like joint research and data collection, improved digital visibility, capacity – building for industry stakeholders, youth and academic engagement, and policy advocacy.
The goal is to enhance product development, attract international visitors, and positioning the sector to compete more effectively in global markets by adopting a data - first approach.
Key features of the MoU are :
• Joint research and data collection : The partnership will involve joint research and data collection to inform strategy and improve product development.
• Digital visibility and marketing : Collaborators will work on destination marketing and digital promotion to enhance Ghana’s online presence.
• Capacity building : The agreement includes initiatives to build the capacity of tourism operators and hospitality providers.
• Youth and academic engagement : There will be joint efforts to engage young people and academic institutions in the tourism sector.
• Policy advocacy : The memorandum of understanding (MoU) will also focus on policy advocacy to support tourism growth.
• Data - first approach : The partnership emphasizes using data to guide decisions, aiming to sharpen product development and attract international investment and tourism.
This initiative is part of a large effort to modernize and develop Ghana’s tourism sector which has seen record earnings in 2024 and includes a focus on heritage tourism and engaging the diaspora.
Link
https://atta.travel/resource/ghana-signs-mou-to-drive-research-led-tourism-growth.html
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Thanks a lot to read and note.