When the Ghana Tourism Authority (GTA) announced their involvement in promoting the Black Stars versus Chad World Cup qualifier, some wondered, “What does tourism have to do with football?” The answer lies in a powerful strategy that fuses sports with culture to position Ghana as a must-visit destination.

At the heart of this collaboration was a vision to showcase Ghana’s rich cultural heritage and vibrant tourism potential. The stadium wasn’t just a venue for football—it became a canvas to paint the story of Ghana. From the electrifying performances of the Ghana Dance Ensemble to a local bar set up for dignitaries, every detail was carefully curated to give guests a taste of Ghanaian hospitality. Authentic local drinks and delicacies brought the flavors of Ghana to life, leaving a lasting impression on VIPs and attendees.

Beyond the live experience, the Ghana Tourism Authority seized the opportunity to advertise the nation’s iconic tourist sites. Stunning visuals of landmarks such as Cape Coast Castle, Wli Waterfalls, the Independence Arch, Larabanga Mosque, and Shai Hills graced the stadium, capturing the attention of both in-person spectators and global television audiences. This strategic promotion offered the world a glimpse of Ghana’s diverse and breathtaking attractions.

The initiative echoes successful global partnerships, such as Rwanda’s “Visit Rwanda” sponsorship with Arsenal Football Club, which contributed to an 8% increase in visitors in 2018. By aligning with the Black Stars, Ghana is using the universal appeal of football to amplify its tourism message.

This visionary project is spearheaded by the internationally recognized events, PR, and marketing expert, Mrs. Maame Efua Houadjeto, CEO of the Ghana Tourism Authority. With the support of key figures such as Dr. Randy Abbey, Mr. Julius Neequaye Kotey (CEO of Ghana Cocoa Board), and the Honorable Abla Dzifa Gomashie (Minister of Tourism, Arts and Culture), the initiative highlights how sports and tourism are deeply intertwined. Major sporting events not only drive visitor numbers but also boost local economies and promote cultural heritage.

Ghana is not just inviting the world to watch football—it’s inviting them to experience the soul of the nation.