Ghana is solidifying its reputation as a top destination for culturally rich and high-value tourism. According to the latest Tourism Report by the Ghana Tourism Authority (GTA), international visitors spent an average of $3,742.98 during their stay in 2024. While this figure is nearly unchanged from 2023’s $3,746.65, it marks a significant jump from pre-pandemic levels—up from $2,931 in 2019 over a 10-night period.
The average stay has also increased, with most tourists spending around 13 nights in the country, a sign of growing interest in immersive travel experiences. The GTA attributes this trend to Ghana’s vibrant cultural calendar, particularly during the December in GH campaign, which continues to attract large numbers of the African diaspora and other global visitors.
A special survey at Kotoka International Airport during the 2023–2024 festive season revealed strong daily spending: $720 on accommodation, $520 on entertainment, $446 on food and beverages, and $308 on shopping. These figures highlight the influence of Ghana’s festivals, nightlife, and heritage sites on visitor spending.
“We are seeing longer stays and deeper cultural engagement from tourists,” the GTA noted. “People aren’t just coming for quick getaways—they’re immersing themselves in Ghana’s festivals, history, food, and fashion.”
The report also pointed to a promising rate of repeat visits, with 30% of international tourists having visited Ghana more than three times. However, affordability remains a concern. About 37% of visitors cited high visa and accommodation costs as barriers, though local food and transportation were generally viewed as affordable.
To sustain this momentum, the GTA is calling on tourism stakeholders to focus on quality, pricing, and customer experience. “These spending figures are encouraging, but they also signal untapped potential,” the Authority stated. “There’s room to deliver greater value and expand Ghana’s share in the global tourism market.”