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Ghana Shines: Tourism Boom Ghana Shines: Tourism Boom

Ghana’s tourism sector is experiencing a surge, cementing its position as a leading destination in Africa. The 2024 Ghana Tourism Report, themed “Growth and Stability”, reveals record-breaking performance, creating lucrative opportunities for travel agents.

International arrivals reached 1.288 million in 2024, a 12% increase, generating a record \$4.8 billion in revenue. Key markets like the United States, Nigeria, and the United Kingdom fueled this growth, with Nigeria showing a remarkable 25% rise in visitors. This highlights Ghana’s appeal within West Africa and the African diaspora, drawn to its blend of culture, heritage, and hospitality, from Accra’s vibrant city life to the historical depth of Cape Coast and Elmina.

The “December in GH” festival, a unique blend of music, fashion, and heritage, continues to attract visitors who stay an average of 22 nights, spending over \$700 per day. This reinforces Ghana’s status as a premium destination for heritage and leisure travel.

Domestic tourism also thrived, with 1.68 million site visits, a 19% increase. Popular attractions include the Kwame Nkrumah Memorial Park, Kakum National Park, and Bunso Arboretum. This boom has significantly impacted the economy, boosting the hospitality sector with 6,702 licensed tourism enterprises, up from 5,786 in 2023. Strong hotel occupancy rates and an average tourist expenditure of \$3,742 reflect growing confidence in Ghana’s offerings.

Cruise tourism is gaining momentum, with 14 cruise ships bringing over 12,600 passengers, a 38% increase. Tema and Takoradi ports hosted mainly American tourists, with 88% rating Ghana as an “ideal tourism destination.”

At the report launch, GTA CEO Maame Efua Houadjeto praised the sector’s resilience and potential, emphasizing tourism’s role in economic transformation, social cohesion, and national branding. The “See Ghana, Eat Ghana, Wear Ghana, Feel Ghana” initiative, along with strategic partnerships, has reaffirmed Ghana’s position as the Gateway to Africa.

Houadjeto highlighted achievements like public-private collaboration, improved training, and a commitment to sustainable tourism that benefits communities and preserves heritage. She urged stakeholders to support Ghana’s tourism future, emphasizing the need for improved infrastructure, digital tools, and market diversification.

Deputy Minister Yussif Issaka Jajah stressed the report’s significance in reflecting progress and navigating modern tourism challenges. He highlighted tourism’s role in job creation, investment, cultural identity, and mutual understanding.

Looking ahead, the Ministry prioritizes renovating forts and castles, developing regional tourism clusters, and supporting youth- and women-led enterprises. Jajah also addressed the need to improve heritage site performance, calling for research-driven strategies to unlock the potential of Ghana’s historical sites, crucial to the African diaspora’s narrative.

Ghana’s tourism success presents exciting opportunities for African travel agents. The growth in international and domestic tourism, coupled with government initiatives and infrastructure development, creates a fertile ground for crafting attractive travel packages. By incorporating Ghana’s diverse offerings, agents can cater to a growing demand for cultural, heritage, and leisure tourism, maximizing their revenue and contributing to the sector’s continued growth.