Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA), Abeiku Santana, has disclosed that model and entrepreneur Hamamat Montia and award-winning musician Wiyaala are set to be commissioned as tourism ambassadors as Ghana intensifies efforts to promote its culture and local products globally.
The revelation comes amid renewed public discussion about Ghana’s international tourism visibility following the recent visit of American YouTuber and streamer IShowSpeed, which generated significant online attention and reignited calls for a more aggressive, youth-focused tourism marketing strategy.
Speaking on Joy News, Abeiku Santana said the two personalities have already been engaged by the Minister for Tourism, Culture and Creative Arts, Dzifa Gomashie, and will play strategic roles in promoting key elements of Ghana’s tourism identity.
“Our sister Hamamat will be commissioned as a tourism ambassador for shea butter. Wiyaala also is coming on,” Abeiku said. “I’m not supposed to even disclose this, but I think I’ve let it out because you asked me the question. The Honourable Minister, Dzifa Gomashie, has engaged these people.”
Hamamat Montia has gained international recognition through her modelling career and entrepreneurial ventures, particularly her promotion of shea butter and natural skincare products—an industry closely linked to women-led economic activity in Northern Ghana.
Wiyaala, meanwhile, is widely celebrated for projecting Ghanaian culture through music, indigenous languages and traditional aesthetics. Her energetic performances and strong African identity have earned her recognition on global stages.
The planned appointments are expected to form part of a broader strategy by the Ministry of Tourism and the Ghana Tourism Authority to leverage influential Ghanaian personalities to strengthen destination branding, highlight local industries such as shea production, arts and music, and enhance Ghana’s cultural appeal to international audiences.
Although no official date has been announced for the commissioning, Abeiku Santana’s comments suggest that arrangements are at an advanced stage, with further details expected from the Ministry in the coming days.
, Abeiku Santana, has disclosed that model and entrepreneur Hamamat Montia and award-winning musician Wiyaala are set to be commissioned as tourism ambassadors as Ghana intensifies efforts to promote its culture and local products globally.){kind=link}