Analyst urges diversification, cultural packaging to sustain tourism growth

Ghana’s tourism sector has reached a significant milestone, recording over 400,000 visitors in the second half of the year, a development analysts say reflects both a recovery from COVID-19 disruptions and growing global confidence in Ghana as a safe and attractive destination.

Economic Analyst Emmanuel Boateng, speaking on the Business Breakfast show on ZedFM this morning, described the achievement as “a strong growth momentum” for the sector compared to 2024.

He noted that Ghana is now positioning itself as one of the most competitive destinations in West Africa, surpassing close rivals such as Nigeria, Côte d’Ivoire and Senegal.

“What gives Ghana an edge is our unique cultural branding, rich festivals, heritage tourism and business-friendly environment. These elements are increasingly appealing to both leisure and business travellers,” Mr Boateng said.

He highlighted that the Economic Community of West African States (ECOWAS) free movement framework, coupled with Ghana’s cultural and trade ties, has made the country a convenient and resilient destination for regional visitors.

However, he warned that heavy reliance on regional tourists poses risks, as economic instability and currency fluctuations in neighbouring countries could easily affect visitor flows.

To safeguard growth, Mr Boateng advised Ghana to “deepen its hold on regional visitors while diversifying into long-haul markets to balance the tourism portfolio.”

The analyst further emphasised tourism’s potential as a major driver of economic diversification and job creation. Unlike the extractive sector, which concentrates revenues in specific regions and industries, tourism’s benefits cut across multiple regions, supporting small and medium-sized enterprises, women and youth.

“Tourism is labour-intensive and creates opportunities across the board. If scaled up effectively, it could rival cocoa in foreign exchange earnings within the next decade, especially when combined with same-day tourism initiatives,” Mr Boateng explained.

He also called for better packaging of Ghana’s traditional festivals, ceremonies, music and fashion into attractive tourist itineraries that extend visitor spending beyond accommodation and food into cultural products and experiences.

“Every single tourist should be encouraged to immerse themselves in Ghanaian culture — whether through crafts, festivals or fashion. That’s how we generate new revenue streams and maximise tourism’s impact,” Mr Boateng added.

Despite being relatively small compared to gold and cocoa, tourism currently earns Ghana about USD2–3 billion annually.

Mr Boateng insisted that with deliberate policy efforts, the sector could “exceed pre-pandemic levels” and become a formidable pillar of Ghana’s foreign exchange earnings.