World Tourism Forum Institute appoints H.E. Catherine Ablema Afeku as brand ambassador for Africa - Get updated on what's happening in tourism!

The announcement, confirmed in an official letter signed by WTFI President Bulut Bağcı, marks a significant step in the Institute’s efforts to deepen its strategic footprint across the African continent. With a mission to unlock Africa’s untapped potential in tourism-driven investment, the appointment aligns with WTFI’s long-standing commitment to sustainable economic development and cultural advocacy.

A Champion of African Tourism and Culture

H.E. Afeku’s appointment is a testament to her outstanding leadership, international recognition, and her dedicated efforts in transforming tourism into a vehicle for inclusive growth in Ghana and across the region. During her tenure as Minister, she championed numerous high-level initiatives to promote Ghana as a cultural powerhouse and a destination for global tourism investment

Recognized for her diplomatic acumen and deep understanding of regional dynamics, Afeku now assumes a broader continental role — one that involves advocating for investment, innovation, and infrastructure development across Africa’s tourism and hospitality landscape.

A Strategic Role with a Global Mandate

As Brand Ambassador, Afeku will be the strategic voice of Africa within WTFI’s global network. Her duties will include engaging stakeholders across the public and private sectors, attracting investment, promoting tourism ventures, and helping to shape policy discussions that reinforce Africa’s global competitiveness as a destination.

According to the official statement, this role aims to elevate tourism as a core pillar of economic transformation in Africa by:


• Boosting job creation

• Empowering local communities

• Positioning Africa as a premium destination for travelers and investors alike

President Bulut Bağcı highlighted the importance of this collaboration:

“We believe Your Excellency’s proven experience, visionary leadership, and deep cultural insight make you uniquely suited to lead this mission. With your guidance, we will amplify Africa’s tourism voice on the world stage and accelerate meaningful investment for a sustainable future.”

About the World Tourism Forum Institute

Headquartered in Dubai, the World Tourism Forum Institute is a global platform dedicated to shaping the future of tourism and investment. Through strategic summits, policy engagement, and investor matchmaking, WTFI serves as a catalyst for sustainable development and public-private cooperation in the tourism sector.

The next major milestone for the Institute is the Global Tourism Forum Annual Meeting, set to take place at the SQUARE Conference Center in Brussels on October 20–21, 2025. With leaders from over 60 countries expected to attend, the forum will highlight breakthrough innovations, regional strategies, and the critical role of tourism in driving global economic recovery.

A New Chapter for African Tourism

With H.E. Afeku assuming her new role, the future of African tourism looks promising. Her appointment sends a clear message: Africa is ready to lead, invest, and inspire. And with WTFI’s global platform behind her, the world will be watching—and engaging—with Africa like never before.

Picture Credit: © World Tourism Forum Institute 2025