Ghana’s tour operators urged to lead domestic tourism for sustainable sector growth
Editor-provided material reports that Ghana’s tourism industry must focus more on domestic tourism to achieve sustainable growth, according to Prof. Kwaku Boakye, Vice Chancellor of Cape Coast Technical University. Speaking at the 2026 Annual General Meeting of the Tour Operators Union of Ghana (TOUGHA) in Accra on 30 October, Prof. Boakye said, “The future of Ghana’s tourism is domestic, not international, and that future lies with the tour operator.” He explained that while Ghana has worked to attract international visitors, the domestic market offers a major opportunity that the industry must now prioritise.
Prof. Boakye cited Ghana Statistical Service data showing that 15 million domestic tourism trips were made in 2023, generating an estimated GH₵6.6 billion in expenditure. He linked this growth to a rising middle class, changing family values, and more private investment in tourism sites. He urged tour operators to use their position as wholesalers and distributors of tourism products to package and promote local attractions, helping to build a more resilient tourism economy. TOUGHA was praised for championing domestic tourism for over 35 years and encouraged to strengthen its leadership as Ghana enters a new phase of tourism development.
On sustainability, Prof. Boakye warned that growth should not be measured only by revenue or expansion, but by the ability of businesses to adapt and remain relevant. He called for stronger institutional structures, long-term planning, and continuous investment in human capital. He also proposed that TOUGHA adopt selected tourism host communities, supporting their development to foster local support and deepen the link between tourism and livelihoods. This, he said, would help communities understand the value of tourism and strengthen TOUGHA’s presence at the grassroots level.
Prof. Boakye challenged TOUGHA to make professionalism its defining strength. He recommended setting industry standards, encouraging active membership, peer review, research, and certification. He also urged the Union to develop a data-driven voice on industry issues, suggesting the publication of regular reports on the state of tourism attractions. As frequent users of these sites, tour operators could provide valuable insights for policymakers. He noted that the private sector, including TOUGHA, is recognised in Ghana’s tourism governance through representation on boards and the Public-Private Partnership Forum (PPPF) under the Tourism Act 2011 (Act 817).
There are open questions about how Ghana’s domestic tourism compares with other West African markets and about the latest international arrivals data. For sub-Saharan African travel sellers, the focus on domestic tourism may mean new opportunities for local packages and partnerships. Agencies should monitor for updates on regional trends and official data to guide their business strategies in Ghana and beyond.
Sources: Editor-provide reported by Editor.
