At the World Travel Market (WTM) London 2024, Ghana stood out among Africa’s exceptional delegations, aiming to showcase its rich cultural heritage, historical depth, and unique tourism allure. On the first day, Ghana’s tourism leaders engaged with a diverse array of global operators, media, and travel agents, all demonstrating keen interest in the country’s tourism potential and variety of offerings.
Renowned as a cultural epicenter in West Africa, Ghana once again made an impression at WTM. Deputy CEO of the Ghana Tourism Authority, Ekow Sampson, emphasized Ghana’s appeal as a dynamic destination steeped in culture, history, and festive tourism. “We are presenting Ghana’s essence—its heritage, cultural richness, and the popular December in GH events,” Sampson explained.
The December season has turned Ghana into a holiday hotspot for travelers seeking to experience African festivals, music, and traditions firsthand.
A key highlight in Ghana’s tourism calendar, December in GH has established itself as a brand, drawing travelers with a month-long lineup of festivals and concerts. It also appeals to younger generations of Ghanaians abroad, especially third-generation diaspora members. Designed for millennials and young adults aged 18-39, this initiative encourages reconnection with Ghanaian roots through immersive festivities.
The UK remains one of Ghana’s primary tourism markets, with notable growth in arrivals since the pandemic: UK visitors increased from 43,000 in 2022 to 52,000 in 2023. The target is now to reach and exceed pre-COVID levels of 69,000. Sampson expressed optimism, noting that with strong engagement and strategic marketing, this target is achievable.
Further excitement was generated by Virgin Atlantic’s announcement of direct flights to Ghana beginning in May 2025, promising greater accessibility for UK travelers and supporting Ghana’s status as a premier African cultural and holiday destination.
Sampson highlighted the potential impact of this collaboration, with plans for onboard promotional campaigns showcasing Ghana’s diverse attractions and amplifying the country’s visibility in the UK market. The Ghana Tourism Authority anticipates a 25% annual increase in UK visitors as part of its broader global tourism growth strategy.
Engagements at WTM London underscored Ghana’s commitment to achieving these ambitious goals through partnerships, targeted campaigns, and effective strategies aimed at elevating Ghana’s global tourism profile.