The Ghana Tourism Authority (GTA) officially launched its 2024 Tourism Report on Thursday, July 3, at the Accra Tourist Information Centre (ATIC), under the theme “Growth and Sustainability.”
The event brought together key stakeholders from government, the private sector, and the tourism industry to reflect on the sector’s performance and explore pathways for future growth.
In her address, Acting GTA CEO Maame Efua Houadjeto underscored the report’s role in capturing both the progress made and the hurdles that remain. She noted that, despite global and regional economic challenges, Ghana’s tourism sector recorded notable achievements in 2024—including increased international arrivals, domestic tourism growth, and product diversification.
She credited the gains to strategic marketing efforts such as the “See Ghana, Eat Ghana, Wear Ghana, Feel Ghana” campaign, deeper public-private collaboration, improved digital platforms, and investment in training and certification for tourism practitioners.
“Tourism continues to serve as a powerful tool for economic transformation, social cohesion, and national branding,” she said. “This report is the result of extensive research and stakeholder collaboration, offering a clear picture of where we are and what lies ahead.”
Key Achievements Highlighted:
- Increased international arrivals: 2024 saw a strong rise in foreign visitors to Ghana.
- Domestic tourism growth: Ghanaians increasingly explored their own country, boosting sector revenues.
- Diversified tourism offerings: Eco-tourism, sustainable travel, and community-based experiences gained momentum.
- Stronger private sector partnerships and improved regulatory compliance across the tourism value chain.
However, the report also pointed to several areas for improvement:
- Limited access to certain sites continues to hinder broader tourism development.
- Service quality gaps, especially in customer care, need urgent attention.
- Uneven regional development in tourism infrastructure and programming.
Deputy Minister of Tourism, Culture and Creative Arts, Yussif Issaka Jajah, delivered the keynote address. He emphasized the importance of data-driven decision-making in shaping tourism policies, describing the report as a “mirror” that reflects current realities and guides strategic planning.
He reiterated the sector’s vast potential to spur job creation, drive investment, promote national identity, and foster international understanding. The Deputy Minister also announced ongoing efforts to improve the National Tourism Development Plan and urged collective responsibility in promoting Ghana’s heritage.
In 2024, domestic tourism surged significantly with 1.68 million site visits recorded—a 19% increase over 2023. The Kwame Nkrumah Memorial Park remained the top attraction, while Kakum National Park and Bunso Arboretum drew high numbers of nature enthusiasts.
The 2024 Tourism Report provides valuable insights for policymakers, investors, and stakeholders seeking to drive inclusive and sustainable growth in Ghana’s tourism industry.