Examining the Effects of Social Media on International Tourism Marketing; A Case Study of Ghana’s Year of Return 2019

Abstract

The world was taken aback when Ghana took centre stage in organizing one of the best global festivals under the name “Year of Return”. An exercise launched by Ghana‟s President, HE Nana Addo Dankwa Akufo-Addo in commemoration of the 400 years celebration of the arrival of blacks on the coast of America. The President echoed during the launch “we know of the extraordinary achievements and contributions they (African in the diaspora) made to the lives of the Americans, and it is important that this symbolic year, we commemorate their existence and sacrifice” (Business Ghana, 2019). The campaign brought about fresh impetus to the quest to unite Africans on the continent with their brothers and sisters in the diaspora. The exercise was a launch pad to boost tourism in Ghana with the main objective of making Ghana a key travel destination for African Americans and the rest of the African diaspora, rebuild lost past of these 400 years and more importantly promote investment in Ghana and foster relationships with Africans in the diaspora (Business Ghana, 2019).