GH¢15.42bn generated from 901,448 inbound tourist visitors — GITS survey

By Juliet ETEFE ([email protected])

The country raked in an estimated GH¢15.42 billion from international tourists in 2022/2023, according to findings from the Ghana International Travellers’ Survey (GITS).

The survey recorded a total of 901,448 inbound visitors, comprising both same-day and overnight travellers, whose spending provided a significant boost to the local economy.

Of this, same-day visitors spent approximately GH¢24 million, while overnight visitors contributed GH¢15.18 billion.

The survey, conducted by the Ghana Statistical Service (GSS) forms a cornerstone for the country’s tourism planning and the development of its first-ever Tourism Satellite Account (TSA).

The TSA is expected to better capture the true contribution of tourism to GDP, aligning with international best practices and Sustainable Development Goal 8.9, which promotes sustainable tourism, culture and local products.

Visitor numbers and profile

Out of the total visitors, 12,864 were same-day travellers, while 888,584 were overnight visitors. Males consistently outnumbered females across all age groups, with adults between 36 and 64 years forming the largest demographic. The third quarter of 2023 recorded the highest influx of visitors, with a notable peak in male overnight travellers within the 36–64-year bracket.

Purpose of travel

For same-day visitors, transit travel dominated, except in the final quarter of 2022 when nearly half (45.9%) visited for holidays, leisure and recreation. However, this figure sharply declined to 0.6% by the third quarter of 2023. Côte d’Ivoire consistently topped the list of West African countries sending same-day visitors, except in Q3 2023, when Liberia emerged as the lead source country.

Among overnight visitors, visiting friends and relatives (VFR) was the most common reason for travel across the survey period, with business and professional travel dominating only in Q4 2022 at 46.9%. This pattern underscores the strong role of the Ghanaian diaspora and cultural ties in driving inbound tourism.

Tourist sites and experiences

Cultural and heritage sites remained a strong attraction with same-day visitors most frequently visiting the Bisa Aberwa Museum, Cape Coast Castle, National Museum, and Kwame Nkrumah Memorial Park.

Overnight visitors favoured Independence Square and Arts Centre, Kwame Nkrumah Memorial Park, and Cape Coast Castle.

Policy recommendations

The GITS report also provided forward-looking recommendations for both government and the private sector.

For same-day tourism, government has been urged to launch a “Visit Ghana in a Day” campaign, targeting short-haul regional travellers. This would be complemented by investments in border and seaport facilities to enhance visitor experience.

Private operators have also been encouraged to develop ready-made one-day itineraries and loyalty packages, while development partners were called upon to support local tourism packaging initiatives.

In the overnight tourism segment, the report recommended targeted campaigns for high-spending markets such as the diaspora, business travellers, and those visiting relatives. Leveraging the ECOWAS free movement framework for cross-border packages was also advised.

For the private sector, opportunities were identified in expanding shopping, dining, and festival offerings, as well as investing in affordable accommodation options.

Development partners were further encouraged to back the rollout of a National Tourism App and provide virtual guide tools, alongside multilingual help desks at entry points.

Boosting tourism agenda

The GITS findings are expected to provide critical baseline data for policy, planning, and investment decisions as Ghana seeks to fully harness the economic potential of its tourism industry. With the 15-Year Tourism Development Plan (2013–2027) and flagship initiatives like the “Black Star Experience” under the Resetting Ghana agenda, the country is positioning tourism as a driver of jobs, growth, and cultural promotion.

The survey, covering key exit points including Kotoka International Airport, Aflao, Paga, Elubo land borders, and the Tema and Takoradi seaports, used systematic random sampling and face-to-face interviews to ensure reliability. Officials say the data will not only inform national planning but also attract private investment into tourism-related infrastructure and services.

As the country works towards enhancing its global profile as a competitive and sustainable tourism destination, the GITS report indicates that the sector already contributes significantly to the economy. The recommendations, however, stress the need to expand visitor spending, diversify experiences, and ensure fair access across all market segments.

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