Ghana tourism stakeholders call for investment and diverse marketing

Stakeholders in Ghana’s tourism sector are calling for increased investment and diverse marketing to elevate the country from a niche to a mainstream destination. Speaking at WTM Africa in Cape Town, Mona Boyd, Executive Chair of Landtours Ghana, noted that while visitor arrivals are rising annually, the country lacks sufficient hotel capacity and attractions to reach its full potential. Boyd emphasized the need to expand marketing beyond heritage tourism—which focuses on the transatlantic slave trade and diaspora reconnection—to include beach, adventure, wildlife, and cultural offerings.

In a parallel effort to foster long-term interest, the Ghana Tourism Authority (GTA) has partnered with Adwinsa Publications Ghana Ltd and the Ghana Library Authority to launch a children’s book titled ‘Ama Ghana’. The book aims to use storytelling to introduce young readers to Ghana’s landmarks and cultural heritage. This initiative is linked to the Black Star Experience Programme, which seeks to establish Ghana as a preferred international and sub-regional tourism destination.