Published on
October 9, 2025
Ghana’s travel and tourism industry is eagerly anticipating a potential surge in business activity if the Black Stars secure their place in the 2026 FIFA World Cup. The national football team is currently at the top of Group I with 22 points after a dominant 5-0 victory over the Central African Republic, needing only one point from their final match against Comoros to guarantee a fifth World Cup appearance. If the Black Stars make it to the global tournament, the sports tourism sector in Ghana is set to benefit significantly, with travel agencies, airlines, and hospitality businesses preparing for a potential influx of football fans.
World Cup Qualification: A Potential Game-Changer for Sports Tourism
Ghana’s journey to the 2026 World Cup has sparked optimism within the sports tourism community, particularly due to the location of the tournament in North America. The United States, Canada, and Mexico will host the event, making it more accessible than previous World Cups held in countries like Russia, Qatar, or Brazil. The closer proximity to Ghana’s diaspora communities, particularly in North America, increases the likelihood of a higher number of Ghanaian supporters attending the event.
With the Black Stars only needing a point to secure their qualification, the ripple effect on sports tourism could be significant. Travel agencies are already fielding inquiries about World Cup travel packages, and airlines are preparing for potential surges in demand for flights to North America. The combination of proximity, affordable travel options, and Ghana’s strong fan base provides a unique opportunity for the sports tourism sector to capitalize on the excitement generated by World Cup qualification.
A Strategic Opportunity for Ghana’s Sports Tourism Sector
For the Ghana Tourism Authority and the Ministry of Tourism, Arts, and Culture, the Black Stars’ potential qualification presents a prime opportunity to engage in destination marketing. When countries participate in the World Cup, they gain immense global visibility. This presents an invaluable chance for Ghana to promote its cultural attractions, hospitality sector, and tourism offerings to a worldwide audience. The country could leverage the global spotlight created by the tournament to attract both football fans and international travelers interested in exploring the country’s diverse heritage.
Despite the enthusiasm, several external factors could influence the extent to which these anticipated tourism benefits materialize. Economic conditions, visa processing times, and ticket allocation could all play a role in determining how many Ghanaian fans are able to travel to the tournament. Past World Cups have shown mixed results, with some nations sending larger contingents of supporters than others, and Ghana’s sports tourism impact will depend on how many fans can secure tickets and navigate the logistics of international travel.
The Economic Impact of World Cup Participation
The economic impact of World Cup qualification is often significant for host nations, but for qualifying countries like Ghana, the benefits typically come in the form of increased national visibility and supporter travel spending. In addition to direct spending on match tickets and flights, the sports tourism sector can also benefit from merchandise sales, as fans of the Black Stars show their support for the team through the purchase of team apparel and memorabilia.
In Ghana, the hospitality sector could see indirect benefits, especially from an uptick in travel by diaspora Ghanaians who might visit Ghana to reconnect with their heritage. This influx of travelers could benefit hotels, restaurants, and tourism operators who may experience increased demand around the time of the tournament. However, as is often the case with sporting events, these benefits are typically short-lived and depend heavily on sustained marketing efforts beyond the initial excitement of qualification.
Local Businesses Set to Benefit from Increased Activity
During the World Cup, local businesses focused on Black Stars merchandise, viewing party venues, and sports bars are expected to see increased activity. These businesses often experience a temporary economic boom, as fans flock to show their support for their national team. This kind of economic boost, while typically short-term, is an important component of sports tourism as it contributes to the local economy during the tournament period. However, for these businesses to see long-term benefits, there needs to be an ongoing strategy that continues to attract tourists even after the World Cup.
Local sports tourism businesses that are well-positioned to benefit from the World Cup include those providing specialized services to fans, such as organizing fan tours to the tournament or offering exclusive viewing experiences in sports bars. The ability to market these experiences effectively could lead to a lasting impact on the tourism sector in Ghana.
Leveraging Ghana’s Diaspora for Sports Tourism Growth
One of the most significant opportunities for Ghana’s sports tourism sector is its large diaspora community, especially in the United States and Canada. Many members of the Ghanaian diaspora, who may not usually travel back to Ghana, could use the World Cup as an occasion to reconnect with their roots. For these individuals, traveling to the U.S., Canada, or Mexico for the World Cup could be an opportunity to combine attending the matches with a visit to Ghana. This dual-purpose travel could significantly boost both inbound and outbound tourism, contributing to Ghana’s overall sports tourism growth.
However, the expanded 48-team format for the 2026 World Cup means more African countries will qualify, which could lessen the uniqueness of Ghana’s qualification. With up to nine African teams expected to participate, Ghana’s achievement, while still significant, might not stand out as much. Nonetheless, Ghana’s football culture and passionate fan base will still make it a key player in the global football scene, and this can be leveraged to attract sports tourists from both the diaspora and international markets.
Business Optimism Amid Uncertainty
As Ghana waits for official confirmation of its World Cup qualification, businesses within the sports tourism sector remain cautiously optimistic. Travel agencies have reported an increase in inquiries for World Cup travel packages, but most customers are waiting for the final qualification result before making firm commitments. This delay is understandable given the financial investment required for international travel, with fans needing to plan well in advance to secure accommodations, tickets, and flights.
Airlines also face similar uncertainties. Expanding routes or increasing flight capacity requires careful planning and carries a financial risk if the expected demand fails to materialize. Most carriers are likely to make final capacity decisions closer to the tournament based on actual booking trends, rather than speculative projections.
Visa Facilitation and Logistical Challenges
In addition to travel logistics, the visa facilitation industry expects to see an increase in business. Ghanaians looking to attend matches in the U.S., Canada, or Mexico will need to navigate the visa application process, and the approval rates and processing times for these countries will play a crucial role in determining how many fans actually make it to the tournament. Past World Cups have shown that visa processing can sometimes be a significant barrier, and Ghana’s sports tourism sector must be prepared to help navigate these challenges.
The Broader Economic Context
Ghana’s potential qualification for the World Cup comes at a time when the country’s economy is grappling with challenges such as inflation, currency depreciation, and fiscal pressures. These macroeconomic conditions could affect how many Ghanaians are able to afford international travel, even for a major event like the World Cup. While the anticipated sports tourism windfall is expected to provide a boost, the extent of the benefits will be influenced by these economic constraints.
The Intangible Benefits of World Cup Participation
Despite these challenges, the intangible benefits of World Cup participation should not be underestimated. The global visibility gained from qualifying will enhance Ghana’s national pride, while the psychological impact of supporting the Black Stars on the world stage will have lasting effects. These branding benefits can influence future investment decisions, attract tourists to Ghana, and improve the country’s global perception—laying the foundation for long-term sports tourism growth.
Conclusion: A Bright Future for Ghana’s Sports Tourism
For Ghana’s sports tourism sector, the upcoming match against Comoros represents more than just a sporting event. It could be the catalyst for a surge in business activity, with the potential to showcase Ghana’s cultural and tourism offerings to a global audience. While the economic boost depends on the Black Stars securing qualification, the strategic efforts of the government and private businesses will be critical in ensuring that the country maximizes its sports tourism opportunities.
With just one point needed to secure qualification, Ghana’s sports tourism industry eagerly anticipates the possibilities that lie ahead, preparing for a potential boost that could hinge on 90 minutes of football.
[Source: News Ghana]
