Ghana Must Be Deliberately Positioned as Africa’s Preferred Tourism Destination – Prof. Eshun

Professor of Tourism and Marketing Management, Professor Gabriel Eshun, has called for a deliberate and coordinated national effort to position Ghana as the most preferred tourism destination in Africa, warning that the vision will remain an illusion without genuine collaboration and action.

Speaking on Business Breakfast on Zed 101.9FM, Prof. Eshun explained that tourism goes far beyond basic services such as food and accommodation, stressing that it is rooted in social interaction, emotional connection and identity.

“Good food satisfies a physiological need, but tourism is also about interaction and social bonding,” he said.

He referenced the hierarchy of human needs that ultimately leads to self-actualisation, highlighting the deep emotional experiences of visitors, particularly those from the African diaspora, who visit historic sites such as the slave castles.

“You have people who get to the castles and they cry. They don’t cry out of anger or hatred. They cry because of a deep emotional connection that feeling of ‘I am finally home.’ That is why we have the glorious Door of Return and the message of ‘I am home, he noted.

According to him, these powerful experiences give Ghana a unique advantage in heritage and cultural tourism on the African continent.

However, Prof. Eshun cautioned that Ghana’s ambition to become Africa’s leading tourism destination will be a mirage unless stakeholders move beyond rhetoric to concrete action.

“Ghana must be positioned as the most preferred tourism destination in Africa, but it will not happen unless we walk the talk,” he stressed.

He called for stronger collaboration between the private sector, the Ministry of Tourism, and agencies under the ministry, noting that effective partnerships are essential for translating vision into impact.

“The agencies must be able to help the minister to ensure that the vision blossoms,” he said.

Prof. Eshun that persistent disunity and fragmented efforts are holding the sector back.

“If we continue with division instead of the synergy that is needed, if we keep tickling ourselves instead of confronting the major issues, we will not get anywhere,” he warned.

He further cautioned against internal rivalries and divide-and-conquer tendencies, describing them as destructive to national development.

“No nation has developed by practising cannibalism. Nations develop by bringing all their gifts together on the table,” he stated.

Prof. Eshun urged stakeholders in the tourism sector to embrace unity, shared purpose and collaboration to fully harness Ghana’s tourism potential and secure its place as Africa’s leading destination.