Professor Kobby Mensah, the Chief Executive Officer of the Ghana Tourism Development Company (GTDC), has been named among the 2026 Twelve Leaders Shaping Place Branding Right Now. This global recognition comes from The Place Brand Observer (TPBO), a respected authority in the field. Professor Mensah is the only tourism development executive from West Africa on this exclusive list. The announcement was made on 28th April 2026.
The TPBO selects these leaders annually. Their expert community identifies individuals who are making significant contributions to place branding. Professor Mensah joins ministers, city leaders, and scholars from various countries. These include The Gambia, Estonia, Sweden, the UK, Chile, Thailand, Sierra Leone, and the United States. TPBO highlighted Professor Mensah’s unique blend of academic knowledge and practical leadership. They noted his pivotal role in advancing Ghana’s tourism sector.
This honour places Professor Mensah within the TPBO Who’s Who in Place Branding. This is a network of over 500 professionals. They work at the crossroads of place, strategy, and leadership. Professor Mensah’s appointment as GTDC CEO by President John Dramani Mahama brought a strong academic and strategic vision. He is a Professor of Marketing at the University of Ghana Business School. He is also a chartered marketer and a prominent voice in political marketing and brand positioning across Africa. His work on digital tourism education includes the Destination Legon Tourism Marketing Exhibition. This initiative, started in 2014, uses technologies like Virtual Reality and Artificial Intelligence. It allows students to showcase destinations creatively. It aims to let travellers experience places before they visit.
The GTDC Board Chairman, Mr. Ben Ohene Aryee, celebrated the award. He stated, “This is not Prof Mensah’s trophy alone, it is bigger than that. It is Ghana winning, and proof that the reset Agenda of His Excellency, John Dramani Mahama is working.” He emphasized that Professor Mensah’s inclusion confirms the belief that tourism is a vital connector. It links investment promotion, cultural diplomacy, youth employment, and the overall place experience. Mr. Aryee added that Professor Mensah's strong academic background combined with his applied leadership is what TPBO recognized.
Professor Mensah expressed his humility. He said, “I am humbled to stand alongside colleagues who are redefining how nations and cities build credibility. For Ghana, this is a call to action.” He outlined GTDC’s mandate. This includes mobilizing investment resources, supporting small and medium-sized enterprises (SMEs), and improving service across the tourism sector. He views Ghana’s brand as vital infrastructure. It needs coordination, evidence, and collaboration with communities, creatives, and investors. He dedicated the recognition to his GTDC team, the University of Ghana Business School, and Ghanaian innovators. He stressed that effective place branding is about systems, not just slogans.
The TPBO's "People to Watch" list focuses on leaders who extend place branding beyond mere communication. They influence policy, economic development, and long-term value creation. Previous honorees include ministers involved in national rebranding efforts and city officials focused on talent attraction. Professor Mensah joins other prominent figures. These include Abdoulie Jobe, Minister of Tourism for The Gambia, and Nabeela Farida Tunis, Minister of Tourism and Cultural Affairs for Sierra Leone. This recognition signifies a broader trend. Ghana is increasingly investing in strategic branding. This aims to boost foreign investment and foster economic growth. The GTDC's mandate itself speaks to this ambition. It includes promoting investment. It also seeks equity participation in joint ventures. Furthermore, it provides support to tourism SMEs.