GTA targets faith-based tourists with Christian concerts
THE Ghana Tourism Authority (GTA) has announced moves to expand the country’s tourism calendar beyond the usual December festivities and open its doors for faith-based tourism through Christian concerts and major religious events.
This move, announced by GTA Deputy CEO Abeiku Santana Aggrey at the launch of this year’s Awake Experience concert, seeks to position Ghana as a key destination for Christian tourists from across the globe.
He says the GTA is hopeful the move could have far-reaching effects for the country’s tourism industry.
“Faith-based tourism is one of the fastest-growing sectors globally. By leveraging major Christian events, Ghana can attract thousands of visitors who will spend on accommodation, transport and food, creating a win-win for both the economy and the arts sector,” he said
According to Mr Aggrey, the traditional focus on December has left other months largely untapped, and the country is now positioning its faith-based events as a major selling point, appealing to a niche but growing segment of tourists worldwide.
“We are looking to diversify our tourism offerings beyond traditional attractions like beaches, wildlife and cultural festivals. What we are trying to do now is to promote faith-based tourism. Tourism activities usually go down after the festive season, so we want to change that narrative,” he said.
The Awake Experience, headlined by award-winning gospel singer Diana Hamilton, will serve as the pilot for this new initiative.
Abeiku Santana explained that such events will not only showcase Ghana’s Christian music scene but also market the country as a religious tourism destination to foreign visitors.
He commended Diana Hamilton, saying, “You are changing the narrative of tourism by defining how religious-based tourism should be sold, and we are super proud of you,” he added.
He, however, stressed that the initiative is not to sideline cultural tourism.
"We are not sidelining our cultural festivals or traditional attractions. This initiative is about adding new dimensions to Ghana’s tourism portfolio, creating more reasons for people to visit all year round and ensuring every season has something special to offer."
He also revealed that there will be active discussions with churches, event promoters and faith organisations aimed at crafting a year-long calendar of religious experiences, including gospel concerts, spiritual retreats and Christian conferences, all laid out to entice international visitors.
