ELS: MBN360 BUSINESS
The Minister of Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, has urged Africa World Airlines (AWA) to incorporate information on Ghana’s tourist attractions into its passenger experience as part of efforts to promote domestic tourism.
She proposed that the airline provide passengers with information on tourist destinations located around its various routes through recorded messages and other forms of destination information, particularly highlighting lesser-known attractions across Ghana.
Madam Dzifa Gomashie made the proposal when the Head of Commercial Department at AWA, Ms. Portia Akowuah and her team presented the airline’s proposed new aircraft branding during a meeting with the Minister in Accra.
The Minister said Ghana had numerous tourism destinations that remained relatively unknown to many people and stressed the need for strategic partnerships with transport operators to expose travellers to the country’s diverse tourism offerings.
She encouraged AWA to highlight attractions such as the Boabeng Fiema Monkey Sanctuary, Tano Boase and Kintampo Waterfalls, and others, noting that greater awareness of such destinations could encourage more Ghanaians to travel within the country beyond major seasonal events.
Madam Gomashie said increased air connectivity, coupled with effective destination information, could make it easier for Ghanaians and international visitors to explore different parts of the country, experience its attractions and contribute to economic development in local communities.
The Minister welcomed AWA’s proposal to integrate Ghana’s cultural identity into the branding of its new aircraft as the airline transitions to E190 aircraft, describing the initiative as an opportunity to use the airline as an additional platform for promoting Ghanaian tourism and cultural heritage.
Ms. Akowuah explained that the proposed new livery would retain AWA’s Ghanaian identity while projecting the airline’s ambition for stronger connectivity across Africa and greater international reach.
The design features deep aviation blue on the fuselage, complemented by Ghana’s red, gold and green colours on the aircraft tail, with an upward-sweeping flight path symbolising growth, movement and connectivity.
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She said AWA was seeking guidance from the Ministry on appropriate Ghanaian motifs, symbols and heritage elements that could authentically be incorporated into the aircraft’s tail design. The airline also requested an opportunity for the Ministry to review the proposed design before its public rollout.
According to Ms. Akowuah, the initiative would position AWA aircraft as “flying ambassadors” for Ghana and create an additional platform for promoting the country’s tourism offerings to domestic, regional and international travellers.
Hon. Gomashie further stressed the importance of protecting Ghana’s cultural heritage and properly contextualising the use of national colours and cultural symbols in commercial branding.
She drew attention to the mandate of the National Folklore Board, an agency under the Ministry, in protecting and regulating the commercial use of Ghanaian folklore and collective cultural expressions.
She indicated that corporate entities using protected Ghanaian folklore were required to obtain the appropriate permissions and pay applicable royalties in accordance with the law.
The Minister also highlighted the importance of effective communication in branding and customer service, saying improved communication could strengthen passenger confidence and enhance the airline’s competitiveness.
While commending AWA for prioritising passenger safety, she emphasised the need for stronger communication strategies and expressed the Ministry’s readiness to collaborate with the airline on initiatives that would promote Ghana’s tourism and cultural heritage.
AWA currently connects Accra with several destinations, including Kumasi, Tamale, Takoradi, Abuja, Lagos and Abidjan, with plans for further expansion.
The introduction of the E190 fleet and new livery is expected to strengthen the airline’s connectivity while providing an opportunity to showcase Ghana’s tourism destinations and cultural heritage to a wider travelling public.
