Ghana tourism revenue declines despite rise in visitor arrivals

Nineteen months into the NDC government’s term, Ghana’s tourism and creative economy is facing challenges regarding policy implementation and revenue. While international arrivals increased from 1.29 million in 2024 to 1.31 million in 2025, tourism receipts saw a significant decline, falling from approximately $4.82 billion to $4.34 billion.

This trend is accompanied by a drop in average visitor spending, which decreased from roughly $3,743 to $3,320. Despite the growth in visitor numbers and licensed tourism businesses, the decrease in total revenue suggests a disconnect between arrival volume and economic impact.

The government’s flagship initiative, the Black Star Experience, launched in May 2025, aimed to integrate Ghana’s music, film, fashion, and heritage into a year-round national brand. However, local creators have expressed disappointment, viewing the initiative as failing to meet its ambitious promises.