GTA CEO Calls for Eco-Friendly, Globally Competitive Beverage Industry
By Maame Efua Kwaduah
The Chief Executive Officer of the Ghana Tourism Authority, Maame Efua Sekyi-Aidoo Houadjeto has called on Ghana’s beverage industry to embrace sustainability and pursue global competitiveness as a strategy to create jobs, boost tourism and drive economic growth.
Delivering the keynote address at the Ghana Beverage Awards Industry Forum, Mrs. Houadjeto highlighted the industry’s critical role in promoting tourism and showcasing Ghana’s rich cultural heritage.
She described the forum as a platform not only for celebrating excellence but also for fostering strategic dialogue and collaboration among industry stakeholders
Commending the organizers for a decade of consistent innovation, Huoddzeto said the Ghana Beverage Awards has evolved into a flagship initiative that raises industry standards, promotes healthy competition, and elevates the profile of Ghana’s beverage sector both locally and across the continent.
She noted that the introduction of the industry forum reflects a recognition that acknowledgment of achievement must be paired with dialogue to unlock new growth opportunities.
Speaking on the forum’s theme, “Powering a resilient and eco-friendly veverage industry through 24-hour operations for job creation and AFCFTA competitiveness,” she described it as timely and forward-looking, aligning with Ghana’s vision of building a productive, inclusive and environmentally responsible economy.
She explained that extended production and operational hours offer significant potential to increase output, stimulate economic activity, and create jobs, but must be implemented strategically with appropriate infrastructure, energy efficiency measures, workforce readiness, and environmental safeguards.
The CEO emphasized the cultural and tourism value of Ghanaian beverages, noting that both traditional and modern drinks contribute to the country’s identity and hospitality experience.
She highlighted how the enjoyment of local drinks, such as traditional brews, by visitors enhances Ghana’s appeal as a tourist destination.
Sustainability, she stressed, must be central to the industry’s growth. With global demand increasingly shifting toward eco-conscious consumption, she urged industry players to adopt environmentally responsible production practices, sustainable packaging, and efficient resource use, particularly to remain competitive within the African Continental Free Trade Area framework.
Highlighting branding and storytelling, Mrs. Houadjeto said Ghanaian beverages have the potential to compete on both continental and global markets. She encouraged investment in quality, consistency, and branding that reflects Ghana’s rich culture and industry strength.
She also called for stronger collaboration between government agencies, industry players, regulators, and development partners to support innovation while ensuring accountability.
The tourism sector, she added, is ready to promote local beverage brands and enhance visitor experiences, positioning Ghana as a preferred destination.
She urged stakeholders to engage meaningfully, think boldly, and commit to actionable outcomes, noting that the forum should serve as a catalyst for transformation.
On her part, Chief Director of Global Media Alliance, Emma Wenani, stressed that the 24-hour operations are a key opportunity to boost job creation and industry growth, but highlighted that success requires strategic planning, innovation, and collaboration across the value chain.
She emphasized that the forum serves as a critical platform to drive sustainable practices, foster actionable solutions, and strengthen Ghana’s competitiveness regionally and globally.
