Digital tourism marketing: How we can ‘SPEED’ economic growth through strategic positioning

By Salami Abdul MOHAMMED

The tourism industry contributed US$4.82 billion to Ghana’s economy in 2024 which made up 5.7 percent of its GDP. Tourism employs 370,000 Ghanaians directly. Compared to its African neighbors such as Kenya, Rwanda and Tanzania, Ghana is underperforming.

With Ghana having recently come out of stabilization and now seeing its cedi strengthen by 16 percent while inflation has hit 11.1 percent. Ghana has an opportunity to reposition tourism through digital marketing right away and at a low cost.

The IShowSpeed phenomenon – A case study in digital tourism ROI

US-based creator IShowSpeed (Darren Watkins Jr.) also known as Barima Kofi Akuffo, streamed Ghana during his “Speed Does Africa” 20 countries in 28 days tour in January of 2026. The visit formed part of a continent-wide digital journey that placed African countries directly in front of a massive global youth audience in real time.

Through unscripted livestreams, spontaneous interactions, and cultural immersion, Ghana received unprecedented organic exposure across multiple digital platforms. Here’s how digital marketing can change the game for tourism development.

The Numbers tell a compelling story of reach and impact. The Ghana livestream recorded 165K peak concurrent viewers tuning in live, with 5.2 million total stream views within 24 hours of broadcast. The exposure translated into immediate audience growth, with 100K new subscribers gained overnight. At the time of the stream, IShowSpeed commanded a global following of 50 million subscribers on YouTube, alongside 45 million followers on Instagram and 47 million followers on TikTok, bringing his total digital footprint to 142 million followers across all platforms.

• Immediate economic impact – A local shea butter museum and spa that he visited in his stream became fully booked until March 16, 2026. His flight from Akropong to Accra was the most tracked flight on Flightradar24 on that day, monitored by over 3,000 people. Ghana Tourism Authority CEO Maame Afua Houadjeto noted that “IShowSpeed’s visit to Ghana shows the power of culture and digital influence in real time. This is the new face of tourism; authentic, youth- driven and global, and Ghana is ready.”

· Return on Investment – Reaching 165,000 concurrent viewers through traditional advertising would cost US$500,000- US$1 million. Ghana’s investment? Just facilitation costs: visa support, coordination with Ghana Tourism Authority, and attraction passes. That’s over 1,000 percent return versus traditional marketing.

Focus on digital marketing

Data shows us that tourists lean on digital when making their travel decisions. According to the 2023 Digital Report by We Are Social and Hootsuite, 81 percent of travelers use social media to research their destination before booking. The travel and tourism user-generated content (UGC) market is projected to grow from US$279.8 million in 2025 to US$1.13 billion by 2035 at 15 percent Compound Annual Growth Rate, with social media commanding 48 percent market share.

• Instagram and TikTok – 46percent of Gen Z travelers state that Instagram has had an impact on where they travel. Think of all the photo and video opportunities Ghana has to offer. From Kakum National Park and the canopy walkway to Nzulenzu village built on stilts to the colorful streets of
• X (Twitter) – Twitter has 557 million monthly active users across the globe with 585.8 million reach for advertising. Its real time usage offers tourism brands a powerful platform to engage in trending conversations, market in real time, and amplify news. As a B2B platform Twitter generated 12.73 percent of B2B leads from social media.
• YouTube – What better way to allow potential travelers to feel what it’s like in Ghana than through longer form content. Studies have been done that show a positive relationship between YouTube views and arrivals to Arabian Gulf destinations. You have proven buckets to tap into.

How far is Ghana falling behind?

The World Bank’s October 2025 Africa Pulse Report shows tourism’s strong multiplier effects in Ghana. Beyond 370,000 direct jobs, tourism supports 443,000 indirect jobs. Domestic tourism is equally vital: 15.4 million Ghanaian travelers spent GH¢6.59 billion in 2023, representing 61 percent of all tourism spending. We have 32 UNESCO World Heritage sites (forts and castles), 7 national parks, and political stability that is uncommon in other parts of West Africa. So where are we going wrong? It comes down to positioning, investment in infrastructure and marketing strategy.

Strategic recommendations

• Build digital presence – Establish a new division under Ghana Tourism Authority with a dedicated yearly budget to hire professionals to craft posts for Instagram, TikTok, X, YouTube and Pinterest; manage influencer programs that see at least 50 international influencers a year visit Ghana; run UGC campaigns that prompt travelers to post with branded hashtags and run contests.
• Develop tourism mobile app – Build apps which include AI chatbots for immediate questions and answers, Augmented reality experiences for historical sites, payments for tickets to attractions, review and rating systems, GPS-based search with offline capabilities.
• Complementary infrastructure investment – Expand Kotoka Airport capacity to handle larger number of passengers, develop road and rail networks connecting major tourist attractions and implement comprehensive sanitation systems at tourist sites through public-private
• Visa liberalization – Visa on arrival for all AU (African Union) members, Visa free access for top 20 tourist generating countries, expedite visa process and Implement West African Tourism Visa similar to East African model.

Financing and expected returns

Digital marketing will require US$75 million over 2025-2030; infrastructure needs US$2-3 billion. Funding sources include higher government tourism budgets, diaspora bonds, and public-private partnerships. Digital marketing returns 3-5x investment in 18-24 months, while traditional investments take 5-7 years for similar returns.

If implemented effectively, such plans could: increase tourism revenues to US$10 billion by 2030 (from US$4.82 billion currently); increase tourism’s contribution to GDP to more than 10 per cent; generate 1.8 million jobs (including 500,000 direct jobs); and increase visitor arrivals. Digital marketing alone can account for 25-30 per cent of that growth with less than 5 per cent of overall costs.

The way forward

IShowSpeed’s visit confirmed what many know: Ghana has real advantages, stable democracy, rich history, and amazing locations. With the cedi stronger and inflation falling, 2026 offers the right moment to act. Should Ghana bet everything on tourism? No. Should we use proven strategies that worked for our neighbors? Yes. Tourism can reduce rural poverty, earn foreign exchange, create youth jobs, and preserve our culture. The roadmap exists. IShowSpeed and our regional peers proved it works. We have the assets. We have the technology. The opportunity is now.

References

• Addis Insight (2026). The Winners and Losers of Content Diplomacy: Inside IShowSpeed’s Africa Tour. Future Market Insights (2025).
• Travel & Tourism User Generated Content Market Report. Ghana Statistical Service (2025).
• Ghana International Travellers’ Survey Report and Domestic and Outbound Tourism Survey. Ghana Tourism Authority (2026).
• IShowSpeed Visit Impact Assessment. Khasawneh, M. et al. (2022).
• User-Generated Content in Tourism Industry Research. Ministry of Tourism, Jordan (2024).
• Annual Tourism Statistics Report. We Are Social & Hootsuite (2023). Digital Report 2023. World Bank (2025). Africa Pulse Report, October 2025.

>>>The writer is a Ghanaian finance and hospitality professional with a passion for contributing data driven policy ideas that support a stronger and more inclusive national economy. LinkedIn: Salami Abdul Mohammed | Email: [email protected]

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