Omanghana
Renowned Ghanaian broadcaster and tourism advocate Gilbert Abeiku Aggrey Santana has launched a new podcast intended to amplify African voices and reshape global perceptions of the continent’s tourism industry.
Titled Tourism Destination Africa, the podcast will provide informative, educational and entertaining discussions about travel, tourism and hospitality in Ghana and across the African continent.
Santana, who serves as Deputy Chief Executive Officer of the Ghana Tourism Authority, said the initiative would give Africans greater control over how their destinations, cultures and experiences are presented internationally.
“For as long as many of us can remember, the story of Africa has been told by everyone except Africans,” he said.
According to Santana, Africa’s global image has often been framed around colonialism, conflict and hardship, while insufficient attention has been given to the continent’s achievements, cultural diversity, innovation and tourism potential.
The podcast seeks to change that narrative by highlighting destinations, communities and experiences that have received limited international exposure.
Each episode will explore a destination, culture, tourism experience or important industry idea. Some editions will focus on lesser-known attractions and communities in Ghana, while others will examine developments across Africa and the lessons countries can learn from one another.
The program is expected to cover Africa’s historical attractions, natural sites, culinary traditions, festivals, hospitality offerings and other experiences beyond the continent’s traditional safari image.
It will target travelers, tourism professionals, hospitality operators and audiences interested in how Africa is represented globally.
Santana said Ghana’s Year of Return and Beyond the Return programs had demonstrated the country’s ability to attract members of the African diaspora. He stressed, however, that sustained storytelling would be necessary to maintain that interest and convert it into long-term growth.
The podcast arrives at a time when Africa’s tourism sector is recording increased international attention. According to UN Tourism figures cited during the launch, the continent welcomed nearly 81 million international visitors in 2025, compared with 75.4 million in 2024.
Despite that growth, Santana believes international perceptions of Africa have not kept pace with the continent’s expanding tourism industry.
The broadcaster has spent several years promoting domestic and African tourism through radio, television and destination marketing. He is also the chief executive of Kaya Tours, a Ghanaian travel and tour company.
By moving into podcasting, Santana hopes to reach younger digital audiences, members of the African diaspora and international travelers searching for authentic information about the continent.
Tourism Destination Africa is expected to contribute to broader efforts to strengthen African-led storytelling, promote lesser-known destinations and position the continent as an attractive global travel destination.
Source: Omanghana
