The Tour Operators Union of Ghana (TOUGHA) has led a strong Ghanaian delegation to the 4th edition of the Z-Summit in Zanzibar, positioning Ghana as a strategic partner in advancing multi-destination tourism across Africa.
The Z-Summit 2026, which officially opened on February 11 in Zanzibar, has attracted more than 300 international buyers from over 20 countries and 120 exhibitors, reinforcing its reputation as one of the region’s premier travel and tourism marketplaces.
The summit will offer a platform for business-to-business engagements, networking, and strategic partnerships aimed at boosting intra-African tourism flows and increasing the continent’s share of the global travel market.
Speaking at the opening ceremony, TOUGHA President Ms Yvonne Donkor described the Union’s participation as “intentional, strategic and forward-looking,” stressing that the Ghanaian delegation was in Zanzibar “not just to attend another tourism event, but to connect, collaborate and co-create the future of African tourism.”
“It is an honour and a privilege to stand before you at the 4th edition of the Z-Summit here in beautiful Zanzibar, a destination that perfectly symbolises Africa’s rich heritage, cultural exchange, and boundless tourism potential,” she said.
Ms Donkor highlighted shifting trends in global travel, noting that modern travellers are increasingly seeking deeper and more meaningful experiences.
“Travellers today are not just looking for destinations; they are seeking stories, identity, authenticity, and meaningful connections. Platforms like the Z-Summit offer the opportunity to package, position, and present these experiences to the world, ” she stated.
She underscored the importance of collaboration in unlocking Africa’s tourism potential, arguing that no single country, company, or association can fully harness the continent’s vast tourism assets in isolation.
“Together, West Africa and East Africa, we can create multi-destination experiences that keep travellers on the continent longer and deepen their engagement with Africa,” she added.
She touched on the recent launch of Air Tanzania’s direct flight to Ghana and described the new route as “more than an aviation milestone, but a bridge between West Africa and East Africa.
She said that it opens new opportunities to develop integrated Ghana–Tanzania–Zanzibar tour circuits and strengthen joint marketing initiatives across the regions.
Ms Donkor urged participants to use the summit to forge sustainable, trust-based partnerships that will drive shared growth and long-term transformation within Africa’s tourism industry.
Judith Twumwaa, ISD
