What if Africa could tell its own tourism story—and the world actually listened? That is the idea behind a new podcast launched by Ghana Tourism Authority (GTA) Deputy CEO Gilbert Abeiku Aggrey Santana.

The new show, Tourism Destination Africa, aims to spotlight the people, places, cultures and experiences shaping tourism across the continent.

Santana, who was recently named among the 2026 Top 100 Most Influential People in Tourism and Hospitality in Africa, says the platform is designed to do more than promote destinations. It will also challenge how Africa is seen and discussed around the world.

Why Africa’s Tourism Boom Matters

Africa’s tourism industry is growing fast.

Figures from UN Tourism show that the continent welcomed nearly 81 million international visitors in 2025, up from 75.4 million in 2024.

That growth made Africa the fastest-growing tourism region globally, ahead of Europe, Asia and the Americas.

Yet Santana believes the continent still faces a major challenge.

Africa’s tourism numbers may be rising, but its global image has not always kept pace.

For him, that gap is where storytelling can make a difference.

Abeiku Santana Wants Africans to Tell Their Own Story

Santana argues that Africa has too often been described through stories of colonialism, conflict and hardship.

He believes that picture leaves out another side of the continent—its creativity, culture, innovation, hospitality and growing tourism potential.

His message is simple: Africans should have a stronger voice in telling Africa’s story.

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

The new podcast is intended to help change that.

What Will Tourism Destination Africa Cover?

The podcast will explore tourism from several angles, with each episode focusing on a destination, culture, experience or idea that deserves more global attention.

Listeners can expect discussions around:

Hidden and lesser-known attractions in Ghana
African cultures and traditions
Travel and hospitality trends
Emerging tourism destinations
Tourism success stories across Africa
Lessons that African nations may share with one another
The way Africa is represented to international travellers

Some episodes will focus on Ghana, while others will look beyond the country to tourism developments across the wider continent.

Ghana Has Already Shown What Storytelling Can Do

Santana pointed to Ghana’s  Year of Return and Beyond the Return initiatives as examples of how powerful tourism storytelling can attract the African diaspora.

Those campaigns helped put Ghana at the centre of conversations about heritage, identity and reconnecting with Africa.

But Santana believes maintaining that momentum requires more than major campaigns.

It requires consistent storytelling that keeps Africa’s destinations and experiences in the public eye.

That is where he hopes the podcast can play a role.

A Podcast for More Than Tourists

The show is not aimed only at people planning their next holiday.

Its target audience includes:

Tourism professionals
Travellers

Hospitality businesses
Industry leaders
African entrepreneurs
People interested in the continent’s global image

The broader goal is to create conversations about where African tourism is heading—and who gets to shape that future.

The Bigger Question: Who Controls Africa’s Narrative?

Tourism is not just about beaches, hotels and sightseeing.

It is also about identity, culture and perception.

When visitors choose where to travel, the stories they hear about a destination can influence their decisions. For Africa, Santana believes those stories need to reflect the continent’s full reality.

There are challenges, but there are also remarkable destinations, thriving businesses, rich cultures and communities with stories that deserve a global audience.

Tourism Destination Africa is positioning itself as a platform for those stories.

And if Santana gets his way, the next chapter of Africa’s tourism story will be written—and spoken—by Africans themselves.