Ghana maintains solid growth in travel and tourism
- Ghana’s travel and tourism industry witnessed considerable growth towards the end of the review period. The industry is currently the country’s fourth largest export earner after gold, cocoa and foreign remittances, reflecting the fact that Ghana’s booming economy is among Africa’s strongest. The positive performance of the Ghanaian economy can also be attributed to the fact that the country is seen as politically stable and a relatively safe travel and tourism destination. This has led to growth in tourist arrivals as well as increases in the supply of hotel rooms and the number of inbound and outbound flights.
Inbound arrivals experience a substantial increase during 2013
Over the last seven years, inbound tourist flows to Ghana have been growing in both volume and value terms. The country hosted quite a high number of visitors in 2013, recording a 12% increase in inbound arrivals during the year. The revenue generated from these incoming tourists also witnessed positive growth. The consistent growth being recorded in inbound tourism is largely due to government efforts to promote Ghana as a travel and tourism destination through the Ghana Tourism Authority (GTA), with the country promoted as a favourable tourist destination at major international travel and tourism trade fairs. In addition, Ghana’s stability and security coupled with its renowned tourist attractions and regular festivals celebrating the country’s rich culture also supported growth in visitor arrivals during the year.
Booming hotels category remains a major boon for Ghana’s economy
Ghana’s hospitality sector is becoming a prime development target for major multinational hotel chains looking to expand in Africa. The country’s hotel supply, particularly in the capital Accra, has witnessed strong growth in terms of the number outlets over the last few years thanks to political stability, a booming travel and tourism industry and the attractive investment climate in Ghana. Some leading international hotel brands which have already established a foothold in Ghana include Best Western, Golden Tulip, Mövenpick, Novotel and Holiday Inn. Given Ghana’s growing economy, a high numbers of new hotels are expected to open in the country during the forecast period. Some of the leading hotel brands with properties currently under development in Ghana include Kempinski, Marriott, Express by Holiday Inn and Radisson Blu.
Ghana Tourism Authority ventures into the world of the internet
Due to the consistent shifting demand trends in global travel and tourism, the Ghana Tourism Authority (GTA) has recently been embracing various new online marketing methods in order to sustain growth in its travel and tourism industry. Apart from having an established website, the GTA has also collaborated with Google for the launch an online project dubbed Tourism-Online, which designs free websites for all travel and tourism operators in the country. In addition, the GTA is also very active online through its own website as well as maintaining a presence on social media platforms such as Facebook, Twitter, YouTube and Google+. This all forms part of a bid to promote Ghana’s travel and tourism industry. This shift online is likely to further expand the business potential of Ghana’s existing travel and tourism stakeholders and increase the scope of their audience. Additional benefits include free training programmes on how to manage new travel and tourism websites.
Travel and tourism has strong growth potential and is set to boost economic growth
Travel and tourism has the potential to continue stimulating growth in the Ghanaian economy over the forecast period on the back of the nation’s diverse tourist attractions, growing infrastructure, political stability and strategic geographic location. The country is an important emerging economy within Africa and any increase in inbound arrivals would further bolster growth in its travel and tourism industry. However, the government still needs to pay considerable attention to its flourishing travel and tourism industry, which remains vulnerable due to the nation’s reliance on exports of gold and cocoa as well as its booming oil and gas industry. As such, economy diversification will be necessary for Ghana to ensure future growth and stability in its travel and tourism industry.
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The Travel in Ghana market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation
- Historic volumes and values, company and brand market shares
- Five year forecasts (of market share, market trends, market growth)
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This industry report originates from Passport, our Travel And Tourism market research database.
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