By Irene Reid COMMEY
The Chief Executive Officer of Adansi Travels, Gideon Asare, has acknowledged the crucial role of technology in transforming the domestic tourism sector.
He singled out artificial intelligence (AI) and digital as tools that can revolutionise tourist attraction, management and spur sustainable growth.
He made these comments at the inaugural edition of the Tourism Stakeholders’ Mixer on February 12, 2025 in Accra, which brought together a wide range of key industry players, including Ekow Sampson, Deputy CEO – Technical, Ghana Tourism Authority (GTA); Prof. Kobby Mensah, CEO – Ghana Tourism Development Company (GTDC); Adu Gyamfi, President of Ghana Tourism Federation (GHATOF) and; Dr. Edward Ackah-Nyamike Jnr, President of the Ghana Hotels Association.
The rest are Professor of Tourism and Vice-Chancellor of Cape Coast Technical University, Prof. Kwaku Boakye, Gideon Asare of Adansi Travels, among others.
Mr. Asare described the theme for the mixer, ‘Building the tourism & hospitality industry we want together’, as timely and crucial given the evolving global tourism landscape. He noted that the domestic tourism industry has immense potential, with its rich cultural heritage, stunning landscapes and warm hospitality positioning it as a leading destination in Africa.
However, he stressed that to fully capitalise on this potential, the industry must embrace technology, digital innovation and AI as key drivers of growth, efficiency and sustainability.
Expounding on the topic ‘Transforming Ghana’s tourism with AI & digital innovation’, the Adansi Travels CEO, who doubles as the Founder of Africon LCC, highlighted key areas AI and digital tools can drive innovation and growth in Ghana’s tourism sector.
To start with, he said AI helps in personalising travel experience, noting: “Imagine a tourist from Canada looking for an immersive cultural experience in Ghana. Instead of scrolling through endless websites, AI-powered platforms can recommend personalised itineraries based on their preferences—whether it’s exploring the Cape Coast Castle, attending a Kente weaving workshop in Bonwire, or enjoying nightlife in Accra”.
He added that AI-driven chatbots, like those used at Adansi Travels, answer customer inquiries in seconds and provide tailored travel suggestions which not only enhances customer experience, but also boosts conversion rates, turning inquiries into actual bookings.
Competing with many destinations worldwide, Mr. Asare further proposed digital marketing and destination branding as key components in transforming tourism in Ghana, while recommending Google AI and Meta’s advertising tools for creating highly targeted tourism campaigns.
“To stand out, we must use AI-driven digital marketing to analyse traveller behaviour, target specific demographics and showcase Ghana in compelling ways. Imagine promoting a ‘December in Ghana’ experience to African Americans looking for cultural reconnection or adventure seekers interested in eco-tourism in the Volta Region.”
According to him, immersive technologies like virtual reality (VR) and augmented reality (AR) can allow potential travellers to experience Ghana before they even arrive, which will be a game-changer for destination marketing.
Mr. Asare, an AI expert, posited that that digitising attraction centres for advanced sales and seamless bookings would bring significant benefits to the tourism industry.
“By digitising our attraction centres, we can create a centralised online booking system that allows tourists—both local and international—to purchase tickets in advance, schedule guided tours and access real-time visitor information.
“Imagine if Kakum National Park, Wli Waterfalls or Cape Coast Castle had an online reservation system, digital tour guides and mobile payment integration?” Mr. Asare quizzed.
Undoubtedly, he said they would lead to increased revenue through advanced ticket sales and dynamic pricing; improved crowd management and enhance visitor experiences; and the provision valuable tourism data for policy-makers to make informed decisions as has been exemplified in the case of Rwanda and Kenya.
Concluding his discourse, Mr. Gideon exhorted stakeholders in the tourism space, including policy-makers, investors, tour operators and hospitality leaders to take action. “We must act now to integrate AI and digital tools into our operations!”
He indicated that this could be achieved through investments in digital infrastructure, such as stronger Internet connectivity and digital payment systems; workforce training in digital tools, AI-driven customer service and data analytics; and the digitisation of tourist attractions by establishing centralised booking platforms.
