Ghana’s 2024 Tourism Report: A step forward, but long way to go

In a space where tourism data is often delayed, unavailable, or treated as an afterthought, Ghana stands out for one important reason – since 2019, the Ghana Tourism Authority (GTA) has consistently published an annual tourism report. 

That is no small feat. In a region where data gaps persist and continental comparisons are hampered by lack of information, this consistency deserves applause.

The annual reports have served as useful public records of progress and performance, offering snapshots of Ghana’s tourism ecosystem through the COVID-19 recovery phase into current growth efforts.

The latest edition, themed: “Growth and Stability,” continues in that tradition. It provides updated data on international arrivals, domestic site visits, visitor demographics and programmes such as “December in Ghana” and the Kwahu Easter Paragliding Festival.

These are essential reference points for industry players, policy analysts, media and even foreign investors.

But that is where the applause ends – because consistency without a very robust report will only take us so far.

Still delayed, still data-light

Despite this consistency, the report’s late release – arriving midway through the year – makes it difficult for the data to inform real-time decision-making. Countries such as South Africa and Kenya typically publish theirs within the first quarter, allowing stakeholders to align their plans with trends and projections.

Ghana, once again, finds itself publishing too late to be strategically useful.

Receipts dilemma

Even more troubling is the now-familiar issue of tourism receipts – a longstanding problem that simply refuses to go away.

In 2023, the GTA reported that Ghana earned $3.81 billion from 1.14 million international arrivals – a number that already raised eyebrows due to the implied average spend of over $3,200 per visitor.

Those questions – around methodology, benchmarking, and verification – were never addressed.

Fast-forward to 2024, and the number has jumped to a staggering $4.82 billion, with just 140,000 additional arrivals.

That means Ghana supposedly gained over $1 billion more in receipts without any clear justification or evidence of product expansion, pricing shifts, or longer visitor itineraries that could explain such a dramatic increase.

Put bluntly, this figure stretches credibility – especially when compared to continental peers.

South Africa earned $4.5 billion from over 8.5 million arrivals. Kenya earned $2.7 billion from nearly 2.4 million visitors.

Yet Ghana, with fewer than 1.3 million visitors, claims the highest per-tourist revenue on the continent.

It is high time the GTA collaborated with the Ghana Statistical Service (GSS) and the Ministry of Finance to independently verify and standardise tourism earnings data.

In a climate where tourism’s contribution to GDP is scrutinised by global financial institutions and investors, inflated or unverified figures damage Ghana’s credibility more than they enhance it.

Ghana’s tourism story deserves to be told – but it must be told with facts, not conjectured arithmetic.

Travellers vs tourists

Another critical issue is the report’s tendency to conflate “travellers” with “tourists.”

There’s little to no distinction between business visitors, regional traders, transit passengers, diaspora returnees, and true leisure tourists.

West African border arrivals are not analysed in detail, and there is no proper segmentation of business, conference and cultural visitors.

Without clear definitions and segmentation, it becomes impossible to measure the impact of tourism accurately – or craft policy that responds to specific audience needs.

If we don’t know who is coming, why they’re coming, and how they’re spending, we can’t claim to understand our market.

The long-stay puzzle

The report also states that the average length of stay during December in Ghana rose from 17 nights in 2023 to 22 nights in 2024.

While the festive season does attract diaspora travellers who may stay longer, this sharp increase in one year is difficult to justify.

Ghana is not yet a destination with long-haul tour circuits, regional add-ons, or cost advantages that typically extend visitor duration.

For context, countries such as Kenya and Tanzania – with safaris, beaches and multiple destination clusters – report average stays of 9 to 12 nights. Ghana’s 22-night claim seems exaggerated unless independently validated.

A familiar format

Beyond the numbers, the structure and narrative of the 2024 report closely resemble previous editions.

While branding efforts such as “Beyond the Return” and “December in Ghana” are prominently featured again, there is little critical analysis or reflection on their evolution.

What has changed? What lessons were learned? What didn’t work?

These are the questions the report ought to answer.

Without fresh insight, reports risk becoming annual rituals – nicely packaged, but strategically hollow.

What Ghana needs now

Let’s be clear: Ghana’s tourism sector is growing. Domestic site visits are up.

Diaspora engagement is high. Cruise tourism is finding its footing.

These are all promising signs.

But for the sector to mature, data integrity must match data consistency.

This includes:

•    Earlier release of reports – ideally by March or at worst April. 
•    Segmentation of visitor types – business, leisure, transit, regional.
•    Receipts verification – through GSS, Ministry of Finance or Bank of Ghana.
•    Benchmarking against regional peers – not conjectured arithmetic.

The 2024 report is better than nothing – but Ghana deserves better than “not nothing.”

We deserve a tourism report that informs, inspires, and withstands scrutiny.

So yes, kudos to the Ghana Tourism Authority for showing up with a report every year.

In a region where tourism data is patchy at best and non-existent at worst, this consistency should not be taken for granted.

It demonstrates institutional commitment, a sense of duty, and a willingness to create a public record of progress.

But let’s be honest – showing up is no longer enough.

We are in a global tourism economy that thrives on data integrity, timely intelligence and evidence-based decision-making.

If we are serious about positioning Ghana as a competitive destination, then our reporting must meet international standards – not just in frequency, but in accuracy, transparency and analytical depth.

The Ghana Tourism Authority has laid the foundation.

Now is the time to build on it – to raise the bar in how we gather, interpret and share the story of tourism in Ghana.