Chief Executive Officer of the Ghana Tourism Authority, Marilyn Maame Efua Houadjeto, has acknowledged the growing importance of Ghana’s beverage industry in shaping the country’s tourism appeal, noting that both modern and traditional drinks are powerful tools for cultural promotion and economic growth.
Speaking at the Ghana Beverage Awards Industry Forum on Wednesday March 18, 2026, she noted that Ghana’s beverages, ranging from locally brewed traditional drinks to internationally competitive modern brands are becoming an integral part of the visitor experience.
According to her, the country’s beverage sector tells a unique story about Ghana’s identity, heritage and hospitality, offering tourists an authentic taste of the nation’s culture.
“Our local beverages, whether traditional or modern, are a key part of Ghana’s cultural identity and hospitality experience. They tell our story, reflect our heritage and enhance the experiences of visitors who come to explore our country,” she stated.
She explained that tourists are increasingly drawn to local experiences, including sampling indigenous drinks such as palm wine and locally brewed beers, which often leave lasting impressions and deepen cultural appreciation.
She further encouraged local beverage brands to continue with their production as foreigners enjoy locally brewed Ghanaian beverages and also reflects the sector’s growing influence.
She described it as a subtle but impactful contributor to tourism development.
She emphasised that a strong and innovative beverage industry strengthens Ghana’s overall tourism experience, making the country more attractive as a destination.
She further stressed the need for sustainability and global competitiveness within the sector, noting that environmentally responsible production and packaging are no longer optional in today’s global market.
“To remain competitive, particularly under the African continental free trade framework, our industries must embrace sustainable practices. This is about long-term relevance and positioning Ghana on the global stage,” she said.
Touching on the theme of the forum “promoting a resilient and eco-friendly beverage industry through 24-hour operations”, she indicated that extended production hours could significantly boost output, create jobs and stimulate economic activity if implemented strategically.
She, however, cautioned that such a transition must be supported by proper infrastructure, energy efficiency and workforce readiness.
Maame Efua Houadjeto called for stronger collaboration between government, industry players and development partners to create an enabling environment that supports innovation while ensuring sustainability.
She concluded by highlighting on branding and storytelling as critical factors in positioning Ghanaian beverages on the continental and global markets, urging stakeholders to invest in quality and consistency.
“The path ahead is clear. A resilient and eco-friendly beverage industry is essential, not only for job creation and economic growth, but also for strengthening Ghana’s competitiveness and tourism potential,” she stated.
SO/VPO
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