Kobby Mensah is the Acting Chief Executive Officer of the Ghana Tourism Development Company Ltd (GTDC), which is the commercial arm of the Ministry of Tourism, Culture and Creative Arts of Ghana. Kobby is a Professor of Marketing at the Department of Marketing and Entrepreneurship, University of Ghana Business School. His areas of expertise include Tourism Marketing, Financial Services Marketing, and Political Marketing. Kobby serves as the Coordinator for the Marketing and Communications unit of UGBS and has been in this position for close to 10 years, responsible for managing and maintaining a strong UGBS brand. Kobby’s agility in introducing new ways of doing things led to the establishment of Destination Legon Tourism Marketing Exhibition project, which is a practice-based part of the Hospitality and Tourism Marketing courses. The project challenges students to practically conceptualise and market destinations, attractions and tourism-related products and services to meet demands. Currently in its 8th edition, the recently held #DestinationLegon2022 tasked students to use digital channels such as Virtual Reality (VR) and Artificial Intelligence (AI) to effectively make a prospective tourist arrival ‘consume’ the destination/attraction before they eventually participate in them physically, creating a sense of tourism product and service trials, and therefore offering an augmented experience. Kobby Mensah is one of the leading academic voices in Tourism, with recent participation as speaker on digital tourism at the African Tourism Leadership Forum (ATLF) and Ghana Economic Forum in Accra. Kobby has been a regular resource to Brand South Africa and University of South Africa (UNISA), offering insight on Pan African brand identity.