Ghana Tourism Authority launches 2024 Tourism report, highlights sector's progress and challenges
The Ghana Tourism Authority (GTA) has officially launched the Ghana Tourism Report 2024 at the Accra Tourist Information Centre (ATIC) on Thursday, July 3, on the theme, “Growth and Sustainability”.
The event brought together stakeholders from the tourism industry, government officials, and other key players to discuss the sector's progress and future plans.
In an address, Acting CEO of GTA, Maame Efua Houadjeto, emphasized the importance of the report in showcasing the sector's achievements and challenges.
She highlighted that despite global and regional economic pressures, Ghana's tourism sector maintained a strong growth in 2024, with a significant increase in international arrivals, notable growth in domestic tourism, and continued diversification of product offerings.
She attributed the sector's success to targeted marketing campaigns, strategic partnerships, and enhanced digital platforms, particularly the "See Ghana, Eat Ghana, Wear Ghana, Feel Ghana" campaign. She also noted the authority's efforts to intensify collaboration with the private sector, invest in training and certification of tourism practitioners, and improve regulatory compliance.
“Tourism continues to serve as a powerful tool for economic transformation, social cohesion, and national branding.
“The 2024 Tourism Report is a product of diligent research, data collection, and stakeholder collaboration and it captures the full breadth of our achievements, lessons learned, and the opportunities that lie ahead,” she said.
The report highlights several key achievements, including: Increased international arrivals: Ghana's tourism sector recorded a significant increase in international arrivals in 2024 and notable growth in domestic tourism with Ghanaians exploring their own country and contributing to the sector's revenue.
The report also mentioned that the sector continued to diversify its product offerings, with a focus on sustainable tourism practices, eco-tourism, and community-based initiatives and strategic partnerships which had the GTA intensify its collaboration with the private sector, investing in training and certification of tourism practitioners and improving regulatory compliance.
However, the report also acknowledges existing challenges, including:
- Inadequate access to some tourism sites: Some tourism sites lack adequate access, hindering the sector's growth and development.
- Need for improved customer service: There is a need for improved customer service and regional disparities in tourism development.
In a keynote address, Deputy Minister of Tourism, Culture and Creative Arts, Yussif Issaka Jajah, Deputy explained the importance of data-driven decision-making in the tourism sector.
He described the report as a mirror reflecting the sector's progress, pinpointing challenges, and guiding strategic decisions.
The Deputy Minister highlighted the sector's potential to create jobs, promote investment, strengthen cultural identity, and foster mutual understanding among people.
He noted that the report offers valuable insights into arrivals, revenue, domestic tourism trends, employment generation, visitor satisfaction, and the sector's contribution to Ghana's GDP.
He also disclosed that the Ministry of Tourism, Culture and Creative Arts, in collaboration with its stakeholders, was focusing on improving the National Tourism Development Plan.
“The sector's development is a shared responsibility, and the Ministry is calling on local government, traditional authorities, industry leaders, and every Ghanaian to see themselves as custodians of Ghana's culture and heritage and ambassadors,” he said.
The Ghana Tourism Report 2024 provides a comprehensive overview of the sector's progress and challenges, offering valuable insights for stakeholders and policymakers.
For instance, domestically, Ghana's tourist sites saw a significant uptick, with 1.68 million visits recorded, representing a 19% increase from 2023.
The Kwame Nkrumah Memorial Park remained the most popular attraction, while nature lovers continued to flock to Kakum National Park and Bunso Arboretum.
