The Ghana Tourism Authority (GTA) has launched the 2024 Ghana Tourism Report, 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.
The report highlights numerous 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.
The Acting Chief Executive Officer of GTA, Maame Efua Houadjeto, emphasized the importance of the report in showcasing the sector’s achievements and challenges.
She said despite global and regional economic pressures, the tourism sector maintained a strong growth in the year 2024, with a significant increase in international arrivals, notable growth in domestic tourism, and continued diversification of product offerings.
Maame Efua Houadjeto 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.
“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 explained.
According to the acting CEO, the sector also faced some existing challenges which includes “inadequate access to some tourism sites, some tourism sites lack adequate access, hindering the sector’s growth and development, the need for improved customer service,” among others.
The Deputy Minister of Tourism, Culture and Creative Arts, Yussif Issaka Jajah, 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.
Mr. Jajah highlighted the sector’s potential to create jobs, promote investment, strengthen cultural identity, and foster mutual understanding among people.
“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.
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