Etihad names GSA for Ghana Market | By Joojo Maapa
Total Air Alliance Ltd., a member of the GHI Assets Group, has been named as the General Sales Agent (GSA) for Etihad Airways in Ghana, marking a significant milestone in the continued expansion of the UAE national carrier across the African continent.
The appointment was formally acknowledged through the signing of a Letter of Intent (LOI) at the Kempinski Hotel Gold City Accra on 24th July 2026, attended by senior executives from both organizations.
Representing Etihad Airways at the signing ceremony were Mr. Javier Alija, Vice President, Global Sales & Distribution, and Mr Khaleefa Mohamed Al Hammadi the Regional General Manager – Sales, Digital and Distribution, who reaffirmed the airline’s strategic commitment to the Ghanaian market and its confidence in Total Air Alliance as the ideal commercial partner to support Etihad’s plans for Africa. Mr. Javier Alija, announced that in partnership with Total Air Alliance Limited (TAAL), Etihad plans to commence 4 times weekly flights to and from Accra on the 17th of March 2027 using the Boeing B787-900 Dreamliner aircraft, with seamless one stop global connections. A landmark move in Etihad’s Africa-focused expansion strategy.
Ahead of the launch, a dedicated team headed by Nii Anyetei Akofio-Sowah, General Manager TAAL, has begun preparing the Ghanaian market for an experience with Etihad that is “more than just a flight.” The team’s mandate covers market development, trade engagement, and building the commercial foundation for one of the most anticipated airline entries into West Africa in recent years.
More Than Just a Flight
Etihad’s entry into Ghana will bring its award-winning premium product to the market: a modern, next-generation fleet, refined cabins across all classes, and the airline’s signature Emirati hospitality — with a deliberate focus on service tailored for the Ghanaian traveler.
“Etihad is not simply adding a route — it is bringing a complete premium travel experience to Ghana,” said Nii Anyetei Akofio-Sowah, who leads the market preparation team. “From the quality of the aircraft to the seamless connections through Abu Dhabi, and a level of onboard service Ghanaian travelers deserve, our job is to make sure that when Etihad lands in 2027, the market is ready for something that is truly more than just a flight.”
Deep Roots in the Ghanaian Travel Community
Central to the launch strategy is close partnership with Ghana’s travel ecosystem. Etihad and the GHI/TAAL team will work hand-in-hand with travel agencies, online travel agents (OTAs), corporate travel managers, and the wider travel community to build capacity, share product knowledge, and ensure the trade is fully equipped to sell and support the Etihad experience from day one.
“The GHI Assets group has spent years building trusted networks and delivering results across African markets — that is exactly the prowess Etihad is tapping into,” said Christopher Isaiah, Group General Manager Commercial. “We understand this continent, we understand its travelers, and we know how to prepare a market for a world-class product. Ghana is the beginning of something much bigger.”
Continental Connectivity: Ethiopian Airlines and Air Peace Partnerships
The announcement also highlights Etihad’s growing African connectivity. Building on its partnership with Ethiopian Airlines, and a newly signed agreement with Air Peace, Etihad travelers will enjoy access to one of the largest and most reliable route networks on the continent, linking Accra and Abu Dhabi to destinations across West, East, and Southern Africa.
Together, these partnerships position Etihad not just as a carrier into Ghana, but as a gateway between Africa and the world.
A Market Ready for Takeoff
“The Ghanaian market is ready for this product — and it has been for some time,” said Lola Adefope, Executive Director TAAL. “Ghana’s travelers are sophisticated, well-travelled, and increasingly demand premium quality, reliability, and world-class service. With a growing economy, strong diaspora ties to the Gulf, Asia, and beyond, and a vibrant travel trade, Accra is the natural home for Etihad’s next chapter in Africa.”
Etihad names GSA for Ghana Market | AviationGhana
