Ghana’s recent tourism successes require sustained promotional efforts, stronger security systems and deliberate cultivation of travel culture from the school level to maintain momentum, according to veteran business leader Seth Adjei Baah.
The former President of the Ghana Chamber of Commerce and Industry (GCCI) argued that tourism development depends fundamentally on how effectively a country communicates its identity and assets to global audiences. Ghana’s most visible achievements over the past decade resulted from intentional branding rather than chance.
“Tourism is about telling what you have and showcasing it. That is promotion,” Adjei Baah said, citing flagship initiatives including the Year of Return and subsequent destination branding campaigns that positioned Ghana as a cultural, heritage and leisure hub for the African diaspora and international visitors.
Recent promotional campaigns have directed global attention to Ghana’s history, culture and hospitality, producing strong tourist inflows during end of year festive periods. Hotels across major cities consistently operated at full capacity during December, demonstrating tangible results from strategic marketing investments.
Adjei Baah urged the current administration to strengthen and expand these initiatives rather than abandoning them. He emphasized that policy continuity is critical for maintaining momentum in a perception driven sector like tourism.
He described Ghana as one of West Africa’s most attractive destinations, citing political stability, social cohesion and democratic maturity as key differentiators. These attributes prove as important as physical attractions in influencing travel decisions.
“Ghana is a destination within the West Africa subregion. We have our peace of mind, we have our democracy, and we respect one another,” he stated, noting that peaceful management of political differences enhances international standing.
While acknowledging that political competition remains part of Ghana’s democratic landscape, he stressed that mutual respect and national unity are crucial to sustaining a peaceful environment. Such stability drives tourism and builds confidence among international visitors.
However, he cautioned that safety concerns could quickly erode these gains. Tourism is highly sensitive to security risks, and even isolated incidents involving visitors could significantly damage Ghana’s reputation.
He called for continuous training and professional development for security agencies, particularly the police, to ensure they can protect tourists while maintaining fairness and professionalism.
“As soon as we lose our guard and people come and start attacking tourists here, we’ve lost it,” Adjei Baah warned, emphasizing that visible, impartial and effective policing is essential for visitors to feel safe.
He highlighted the importance of preserving Ghana’s hospitality culture, including the warmth, politeness and openness that visitors associate with the country. Strengthening these cultural traits would encourage repeat visits and positive global narratives.
On development strategy, he advocated a broader approach beyond sports tourism and high profile events. While recognizing the value of sports infrastructure and competitions, he called for greater attention to Ghana’s diverse cultural calendar.
Traditional festivals across the Western, Central, Ashanti and other regions present significant opportunities for local economic development if properly supported with infrastructure, accommodation and marketing, according to the business leader.
A central pillar of his argument involved cultivating tourism awareness from an early age. He maintained that long term sector growth depends on embedding travel and cultural appreciation within the education system.
Lack of travel experience in childhood can diminish engagement with domestic tourism in adulthood, he observed. Introducing structured student tourism programs would help normalize travel and deepen appreciation for national heritage.
Adjei Baah proposed forming tourism clubs in schools, supported by discounted hotel rates and short educational trips during weekends or holidays. Such initiatives would allow students to explore the country without disrupting academic schedules while building lifelong travel habits.
Drawing on examples from community based tourism clubs, he noted that students who travel locally develop confidence, curiosity and stronger connection to national identity. These early experiences shape attitudes toward domestic tourism that persist into adulthood.
The Ghana Tourism Authority (GTA) reported that the tourism sector contributed approximately 1.9 billion dollars to gross domestic product in 2024, representing about 5 percent of national output. The sector employs hundreds of thousands directly and indirectly across hospitality, transport, arts and related industries.
International arrivals to Ghana increased steadily following the 2019 Year of Return campaign, which attracted over 750,000 diaspora visitors. Subsequent initiatives including Beyond the Return and December in Ghana sustained momentum despite pandemic disruptions.
Major tourism sites including Cape Coast Castle, Elmina Castle, Kakum National Park and Mole National Park recorded visitor increases over recent years. Urban attractions in Accra including museums, markets and cultural centers also benefited from promotional campaigns.
Hotel occupancy rates in Accra, Kumasi and coastal destinations regularly exceed 80 percent during peak seasons, with December representing the highest demand period. Industry stakeholders have called for expanding accommodation capacity to meet growing demand.
Traditional festivals including Aboakyer, Hogbetsotso, Adae Kese and Homowo attract domestic and international visitors but lack sufficient infrastructure and coordinated marketing to maximize economic impact. Investment in festival tourism could distribute benefits beyond major urban centers.
Security concerns occasionally affect tourism perceptions, though Ghana maintains lower crime rates than many regional peers. Incidents involving visitors receive significant media attention and can disproportionately influence travel decisions despite their rarity.
The Ghana Police Service operates tourist police units in major destinations, providing specialized support for visitors. However, coverage remains limited outside primary tourist zones, and resource constraints affect response capabilities.
Youth engagement with domestic tourism faces barriers including cost, limited disposable income and competing priorities. School based programs could overcome these challenges by subsidizing travel and integrating tourism into educational curricula.
Adjei Baah concluded that tourism remains one of Ghana’s most viable economic growth engines, with potential to generate foreign exchange, create employment and distribute income across regions.
With sustained promotion, strong security institutions, diversified tourism products and deliberate investment in youth engagement, the sector could deliver significant long term returns for the economy.
“Tourism will give us a lot of money,” he said, emphasizing that Ghana’s challenge lies not in reinventing tourism strategy but in deepening and refining what already works.
