MICE CAFE: Decline in tourism amid lack of commitment and direction 

The President of Africa Tourism Research Network (ATRN), Mr Emmanuel Frimpong, notes that Ghana’s tourism industry, once hailed as a pillar of economic growth and cultural diplomacy, is facing a worrying decline.

“Hotels, tour operators, and related businesses report declining revenues, while iconic attractions see reduced visitor numbers,” asserts the ATRN president, whose recent observations have indicated a fall in both international arrivals and domestic tourism activities.

“Stakeholders warn that the absence of a well-structured domestic tourism campaign, coupled with weak leadership focus, has left Ghana’s tourism potential underutilized,” the President argues.

The consequences of this downward trend are significant as tourism contributes to Ghana’s GDP, supports thousands of jobs, and creates opportunities for youth and local communities. “Without urgent corrective action, the sector risks further decline, threatening livelihoods and the nation’s reputation as a preferred West African destination.”

In a study conducted by the ‘Network’ the following factors were believed to be at the heart of the decline.

• Lack of Commitment: Absence of consistent policy implementation and prioritization of tourism in national development planning.
• Weak Direction: Limited long-term vision and fragmented strategies for sector growth.
• No Domestic Marketing Drive: Failure to sustain nationwide campaigns to encourage Ghanaians to explore and support local destinations.
• Missed Opportunities: Inadequate promotion of Ghana’s cultural heritage, natural assets, and creative industries.

“Tourism thrives on vision, promotion and leadership. Unfortunately, Ghana’s sector is lagging because authorities have not provided the sustained direction or marketing drive required to keep Ghana competitive. Other African nations are moving ahead with aggressive campaigns, while we remain slow to act,” contends Mr Frimpong.

The consensus of stakeholders is a “call for decisive action from the Ministry of Tourism, Arts and Culture and the Ghana Tourism Authority, including:

• Launching a robust domestic tourism campaign to drive internal demand.
• Setting clear strategic targets and roadmaps for tourism growth.
• Engaging private sector and community partners in developing competitive products and services.
• Prioritizing funding and resources for destination marketing and infrastructure upgrades.
• Comprehensive training and capacity building programmes with a strong emphasis of customer service.”

In spite the decline, the ATRN President asserts that, “experts remain hopeful, that with renewed leadership, strong commitment, and effective domestic and international promotion, Ghana can turn the tide and reclaim its position as a leading African tourism hub.”

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