Gomashie asks Africa World Airlines to weave Ghana’s attractions into the passenger experience

Ghana's Minister of Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, met with Africa World Airlines (AWA) and urged the carrier to incorporate information on Ghana's tourist attractions into its passenger experience. The recommendations target domestic tourism growth and broader visibility for Ghana across the continent.

Gomashie requested that AWA use passenger-facing touchpoints to promote domestic destinations. Concrete suggestions included adding in-flight announcements and other destination information that passengers encounter during travel. The intent is to expose both domestic and regional travellers to Ghana's sites while they are already in transit.

The minister specifically named three attractions to feature:

• Boabeng Fiema Monkey Sanctuary
• Tano Boase
• Kintampo Waterfalls

These examples were offered as starting points for the airline's destination content and in-flight messaging.

Gomashie welcomed AWA's proposed new E190 aircraft branding that incorporates Ghana's red, gold and green. She described the livery as an opportunity to showcase Ghanaian cultural identity and tourism offerings to travellers across Africa and beyond, and to position AWA as a "flying ambassador" for the country.

Why this matters for tourism and aviation

Integrating destination content into the passenger journey is a low-friction marketing channel. Passengers already plugged into the travel experience can receive targeted information that may prompt domestic trips, extend stays, or encourage repeat visits. For AWA, the approach can differentiate its service while aligning with national tourism goals. For the ministry, partnering with airlines is a direct route to reach travellers without building new distribution channels.

Practical implications and next steps

• Whether AWA commits to specific in-flight content formats and a launch timeline.
• How the airline selects additional destinations beyond the three highlighted sites.
• Any joint monitoring the ministry and AWA set up to track bookings or inquiries tied to the in-flight campaign.

The proposal links practical airline touchpoints to national tourism promotion: short in-flight messages and Ghana-themed aircraft branding aim to make travellers aware of domestic attractions and present AWA as a carrier that actively promotes Ghana's tourism product.