Tourism
From The Report: Ghana 2024
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The sector has rebounded since the Covid-19 pandemic, showing strong potential for growth over the coming decade. The government has invested heavily in various marketing campaigns aimed at diversifying Ghana’s visitor markets, with a focus on attracting visitors from the country’s diaspora population as part of the Year of Return and Beyond the Return campaigns. New investment in Accra’s hotel infrastructure is expected to prepare the capital for an influx of tourists as the government focuses on bringing in visitors from the UK and Europe. Government initiatives to improve the quality of the hospitality segment through the licensing of establishments and staff-training schemes is expected to further strengthen the sector.

Articles from this Chapter

Overview

Destination of choice: Sector growth is being driven by diversification, business travel and strategies to attract the diaspora population
OBG
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The tourism sector in Ghana has rebounded significantly since the Covid-19 pandemic, showing strong potential for growth over the coming decade. The Ministry of Tourism, Arts and Culture (MoTAC) and the Ghana Tourism Authority (GTA) have invested heavily in a variety of marketing campaigns aimed at diversifying Ghana’s visitor markets. This has helped attract a large number of the diaspora population to Ghana during the Year of Return and Beyond the Return campaigns; visitors to the niche tourism…

Analysis

Regional getaway: Strategic initiatives aim to improve infrastructure and streamline processes to create an enabling environment
OBG
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The government of Ghana has been steadily developing the country’s tourism sector in an effort to make it the main foreign exchange earner for the country and improve the livelihoods of rural populations. The introduction of the 15-year National Tourism Development Plan 2013-27 and the expansion of responsibilities for the Ghana Tourism Authority (GTA) in 2011 have supported diversification in the sector. Further improvements have been achieved through funding from donors such as the World Bank.…

Analysis

Shifting dynamics: As governments look to boost arrivals, many strategies focus on sustainable solutions and support for small businesses
OBG
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As emerging markets develop new attractions and tap into new visitor source markets, they are leveraging technology and sustainable development in line with emissions targets. Following sharp declines in 2020, international tourism figures rebounded in 2021 to reach approximately 63% of pre-Covid-19 pandemic levels in 2022. Notably, in September of that year arrivals in the Middle East and the Caribbean surpassed 2019 levels by 3% and 1%, respectively. The recovery in travel demand is projected…