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Country Report

Travel and Tourism in Ghana

| Pages: 30

Price: US$600

About this Report

EXECUTIVE SUMMARY

Ghana sees strong increase in inbound tourist arrivals

Inbound tourism has continued to increase over the past few years in spite of the global financial meltdown and subsequent recession. In 2011, the country enjoyed a strong increase of almost 6% in tourist arrivals on the previous year. The Ghana Tourism Authority (GTA) reported that a greater portion of tourists were from the Ghanaian diaspora visiting friends and relatives. The nation’s inbound tourism category benefited from intensified efforts from the GTA to promote and market Ghana as a favourable tourist destination both at home and abroad. Many tourists were also lured by the country’s unique historical, cultural and natural attractions. In addition, Ghana’s expanding economy has also been drawing many business travellers.

Transforming the economy through the oil and gas industry

Ghana is rich in natural resources and also has a diverse economy based on agriculture, manufacturing, mining and tourism. In the last two years, the country has benefited from a strong rebound in export prices of gold and cocoa, as well as a boost in travel and tourism. However, the nation’s oil and gas industry has emerged as a key driver of economic growth. According to the International Monetary Fund (IMF), Ghana was projected to see the strongest economic growth in sub-Saharan Africa of almost 14% in 2011, largely on account of oil production and commercial exports. An increase in oil exporting capacity will help transform the country from being a static emerging economy into a middle-income developing nation.

Government prioritises domestic tourism promotion

Domestic tourism is steadily emerging as an important trend in Ghana’s travel and tourism industry. Until recently, the focus had always been on international tourism. Today, many Ghanaians are showing an increasing interest in engaging in local tourism activities thanks to government efforts to develop this area of the industry. Over the last few months one of the key objectives of the GTA included using aggressive marketing campaigns to encourage domestic tourism. The national tourism body is also engaging with tourism operators to help enhance their service delivery so as to make tourism products more attractive to the local population. Domestic tourism promotion will foster cultural cohesion and national integration as well as help to redistribute income attributable to the expected increase in local tourism business.

Travel and tourism operators consider online marketing

A growing number of travel and tourism operators in Ghana have expressed an interest in marketing their products and services online. In a bid to meet the ever changing trends in tourism demand, many of them have participated in online training programmes geared towards improving their skills in terms of web marketing and promotion. Some hoteliers, tour operators and other travel and tourism professionals have been putting an emphasis on a number of internet marketing services, the most recent being listing their products on Expedia Inc, the world’s largest online travel agent. This has helped to expose Ghana’s travel and tourism offerings to millions of tourists around the world, also giving the country an advantage over other West African destinations.

Positive outlook for Ghana’s travel and tourism industry

There is a positive outlook for travel and tourism in Ghana. Despite the slow recovery from the global recession and the ongoing European sovereign debt crisis, the industry is expected to witness some growth due to the country’s positive economic outlook as well as an anticipated increase in inbound tourism over the forecast period. This broadly positive outlook presents an opportunity for the government to consistently demonstrate its commitment to supporting the development of travel and tourism in Ghana. A booming economy and the ongoing increasing interest in the country as a tourist destination will help to brighten the future business prospects of the national economy. However, for travel and tourism in Ghana to become more sustainable, the industry will need further support in terms of finance.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Travel and Tourism industry in Ghana with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Travel and Tourism industry in Ghana, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Ghana for free:

The Travel and Tourism 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)
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Travel and Tourism in Ghana?
  • What are the major brands in Ghana?
  • What are the major brands in Ghana?  

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Travel And Tourism market research database.

Each report is delivered with the following components:
Report: PDF and Word
Market statistics: Excel workbook

Table of Contents

Travel and Tourism in Ghana - Industry Overview

EXECUTIVE SUMMARY

Ghana sees strong increase in inbound tourist arrivals

Transforming the economy through the oil and gas industry

Government prioritises domestic tourism promotion

Travel and tourism operators consider online marketing

Positive outlook for Ghana’s travel and tourism industry

KEY TRENDS AND DEVELOPMENTS

Opportunities in economic recovery

National tourism strategy

Ghana’s rising foreign direct investment

Domestic tourism promotion high on government agenda

BALANCE OF PAYMENTS

  • Table 1 Balance of Tourism Payments: Value 2006-2011

MARKET DATA

  • Table 2 Departures by Destination: 2006-2011
  • Table 3 Departures by Mode of Transport: 2006-2011
  • Table 4 Departures by Purpose of Visit: 2006-2011
  • Table 5 Outgoing Tourist Expenditure: Value 2006-2011
  • Table 6 Forecast Departures by Destination: 2011-2016
  • Table 7 Forecast Departures by Mode of Transport: 2011-2016
  • Table 8 Forecast Departures by Purpose of Visit: 2011-2016
  • Table 9 Forecast Outgoing Tourist Expenditure: Value 2011-2016
  • Table 10 Domestic Tourism by Purpose of Visit and by Mode of Transport: 2006-2011
  • Table 11 Domestic Tourist Expenditure: Value: 2006-2011
  • Table 12 Forecast Domestic Tourism by Purpose of Visit and by Mode of Transport: 2011-2016
  • Table 13 Forecast Domestic Tourist Expenditure: Value: 2011-2016
  • Table 14 Tourist Attractions: Value 2006-2011
  • Table 15 Forecast Tourist Attractions: Value 2011-2016
  • Table 16 Health and Wellness Tourism Sales: Value 2006-2011
  • Table 17 Forecast Health and Wellness Tourism Sales: Value 2011-2016

DEFINITIONS

Tourism Flows

Travel Accommodation

Transportation

Car Rental

Travel Retail

Travel Retail Online Sales

Tourist Attractions

Health and Wellness

SOURCES

  • Summary 1 Research Sources

CAR RENTAL IN GHANA

Headlines

Trends

Prospects

CATEGORY DATA

  • Table 18 Car Rental Sales: Value 2006-2011
  • Table 19 Forecast Car Rental Sales: Value 2011-2016

TOURISM FLOWS INBOUND IN GHANA

Headlines

Trends

Prospects

CATEGORY DATA

  • Table 20 Arrivals by Country of Origin: 2006-2011
  • Table 21 Arrivals by Mode of Transport: 2006-2011
  • Table 22 Arrivals by Purpose of Visit: 2006-2011
  • Table 23 Incoming Tourist Receipts: Value 2006-2011
  • Table 24 Forecast Arrivals by Country of Origin: 2011-2016
  • Table 25 Forecast Arrivals by Mode of Transport: 2011-2016
  • Table 26 Forecast Arrivals by Purpose of Visit: 2011-2016
  • Table 27 Forecast Incoming Tourist Receipts: Value 2011-2016

TRANSPORTATION IN GHANA

Headlines

Trends

Prospects

CATEGORY DATA

  • Table 28 Transportation Sales by Category: Value 2006-2011
  • Table 29 Forecast Transportation Sales by Category: Value 2011-2016

TRAVEL ACCOMMODATION IN GHANA

Headlines

Trends

Prospects

CATEGORY DATA

  • Table 30 Travel Accommodation Sales by Category: Value 2006-2011
  • Table 31 Travel Accommodation Outlets by Category: Units 2006-2011
  • Table 32 Forecast Travel Accommodation Sales by Category: Value 2011-2016
  • Table 33 Forecast Travel Accommodation Outlets by Category: Units 2011-2016

TRAVEL RETAIL IN GHANA

Headlines

Trends

Prospects

CATEGORY DATA

  • Table 34 Travel Retail Sales: Value 2006-2011
  • Table 35 Forecast Travel Retail Sales: Value 2011-2016

Segmentation

This market research report includes the following:

  • Travel and Tourism
    • Car Rental
      • Car Rental by Category
        • Business Car Rental
          • Leisure Car Rental
          • Car Rental by Channel
            • Car Rental Online
              • Car Rental Offline
          • Demand Factors
            • Holiday Takers by Age
              • Leave Entitlement
              • Health and Wellness Tourism
                • Spas
                • Tourism Flows Domestic
                  • Domestic Tourism by Destination
                    • Domestic Tourism Travel by Purpose Of Visit
                      • Domestic Business Tourism
                        • Domestic Business Tourism By Air
                        • Domestic Business Tourism By Land
                        • Domestic Business Tourism By Rail
                        • Domestic Business Tourism By Sea
                      • Domestic Leisure Tourism
                        • Domestic Leisure Tourism By Air
                        • Domestic Leisure Tourism By Land
                        • Domestic Leisure Tourism By Rail
                        • Domestic Leisure Tourism By Sea
                  • Tourism Flows Inbound
                    • Arrivals
                      • Arrivals from Canada
                      • Arrivals from Côte d'Ivoire
                      • Arrivals from France
                      • Arrivals from Germany
                      • Arrivals from Italy
                      • Arrivals from Netherlands
                      • Arrivals from Nigeria
                      • Arrivals from Switzerland
                      • Arrivals from Togo
                      • Arrivals from United Kingdom
                      • Arrivals from USA
                      • Other Countries Of Origin
                    • Arrivals by Mode Of Transport
                      • Air Arrivals
                        • Land Arrivals
                          • Rail Arrivals
                            • Sea Arrivals
                            • Arrivals by Purpose Of Visit
                              • Business Arrivals
                                • Leisure Arrivals
                              • Tourism Flows Outbound
                                • Departures by Country
                                  • Departures to Mali
                                  • Departures to Nigeria
                                  • Departures to South Africa
                                  • Departures to United Kingdom
                                  • Departures to USA
                                  • Other Destinations
                                • Departures by Mode Of Transport
                                  • Air Departures
                                    • Land Departures
                                      • Rail Departures
                                        • Sea Departures
                                        • Departures by Purpose Of Visit
                                          • Business Departures
                                            • Leisure Departures
                                          • Tourism Receipts and Expenditure
                                            • Balance Of Payments
                                              • Incoming Tourist Receipts
                                              • Outgoing Tourist Expenditure
                                            • Tourism Expenditure In-Country
                                              • Tourism Expenditure In-Country on Accommodation
                                                • Tourism Expenditure In-Country on Entertainment
                                                  • Tourism Expenditure In-Country on Excursions
                                                    • Tourism Expenditure In-Country on Food
                                                      • Tourism Expenditure In-Country on Shopping
                                                        • Tourism Expenditure In-Country on Travel Within Country
                                                          • Other Tourism Expenditure In-Country
                                                          • Tourism Expenditure by Residents
                                                            • Tourism Expenditure by Residents on Accommodation
                                                              • Tourism Expenditure by Residents on Entertainment
                                                                • Tourism Expenditure by Residents on Excursions
                                                                  • Tourism Expenditure by Residents on Food
                                                                    • Tourism Expenditure by Residents on Shopping
                                                                      • Tourism Expenditure by Residents on Travel Within Country
                                                                        • Other Tourism Expenditure by Residents
                                                                        • Domestic Tourist Expenditure
                                                                          • Incoming Tourist Receipts
                                                                            • Incoming Tourist Receipts by Geography
                                                                              • Incoming Tourist Receipts by Sector
                                                                              • Outgoing Tourist Expenditure
                                                                                • Outgoing Tourist Expenditure by Geography
                                                                                  • Outgoing Tourist Expenditure by Sector
                                                                                • Tourist Attractions
                                                                                  • Tourist Attractions by Category
                                                                                    • Tourist Attractions by Channel
                                                                                      • Tourist Attractions Online
                                                                                        • Tourist Attractions Offline
                                                                                    • Transportation
                                                                                      • Transportation by Category
                                                                                        • Air
                                                                                          • Air by Category
                                                                                            • Air by Channel
                                                                                              • Air Online
                                                                                                • Air Offline
                                                                                              • Air by Distance
                                                                                                • Airline Capacity
                                                                                                • Other Transportation
                                                                                                  • Other Transportation by Category
                                                                                                    • Other Transportation by Channel
                                                                                                      • Other Transportation Online
                                                                                                        • Other Transportation Offline
                                                                                                  • Transportation by Channel
                                                                                                    • Transportation Online
                                                                                                      • Transportation Direct Suppliers
                                                                                                        • Transportation Intermediaries
                                                                                                        • Transportation Offline
                                                                                                      • Travel Accommodation
                                                                                                        • Travel Accommodation by Category
                                                                                                          • Hotels
                                                                                                            • Hotels by Category
                                                                                                              • Hotels by Channel
                                                                                                                • Hotels Online
                                                                                                                  • Hotels Offline
                                                                                                              • Other Travel Accommodation
                                                                                                                • Other Travel Accommodation by Category
                                                                                                                  • Other Travel Accommodation by Channel
                                                                                                                    • Other Travel Accommodation Online
                                                                                                                      • Other Travel Accommodation Offline
                                                                                                                • Travel Accommodation by Channel
                                                                                                                  • Travel Accommodation Online
                                                                                                                    • Travel Accommodation Direct Suppliers
                                                                                                                      • Travel Accommodation Intermediaries
                                                                                                                      • Travel Accommodation Offline
                                                                                                                    • Travel Retail
                                                                                                                      • Travel Retail Sales by Category
                                                                                                                        • Travel Retail Accommodation Sales
                                                                                                                          • Travel Retail Car Rental Sales
                                                                                                                            • Travel Retail Cruise Sales
                                                                                                                              • Travel Retail Flight Sales
                                                                                                                                • Travel Retail Package Holidays Sales
                                                                                                                                  • Travel Retail Travel Insurance Sales
                                                                                                                                    • Travel Retail Other Transport Sales
                                                                                                                                      • Travel Retail Other Travel Retail Sales
                                                                                                                                      • Travel Retail Sales by Channel
                                                                                                                                        • Travel Retail Online Sales
                                                                                                                                          • Accommodation Online Sales
                                                                                                                                            • Car Rental Online Sales
                                                                                                                                              • Cruise Online Sales
                                                                                                                                                • Flight Online Sales
                                                                                                                                                  • Package Holidays Online Sales
                                                                                                                                                    • Travel Insurance Online Sales
                                                                                                                                                      • Other Transport Online Sales
                                                                                                                                                        • Other Travel Retail Online Sales
                                                                                                                                                        • Travel Retail Offline Sales
                                                                                                                                                          • Accommodation Offline Sales
                                                                                                                                                            • Car Rental Offline Sales
                                                                                                                                                              • Cruise Offline Sales
                                                                                                                                                                • Flight Offline Sales
                                                                                                                                                                  • Package Holidays Offline Sales
                                                                                                                                                                    • Travel Insurance Offline Sales
                                                                                                                                                                      • Other Transport Offline Sales
                                                                                                                                                                        • Other Travel Retail Offline Sales
                                                                                                                                                                      • Travel Retail Sales by Corporate Business vs Leisure
                                                                                                                                                                        • Travel Retail Corporate Business Sales
                                                                                                                                                                          • Corporate Business Accommodation Sales
                                                                                                                                                                            • Corporate Business Car Rental Sales
                                                                                                                                                                              • Corporate Business Cruise Sales
                                                                                                                                                                                • Corporate Business Flight Sales
                                                                                                                                                                                  • Corporate Business Package Holiday Sales
                                                                                                                                                                                    • Corporate Business Travel Insurance Sales
                                                                                                                                                                                      • Corporate Business Other Transport Sales
                                                                                                                                                                                        • Corporate Business Other Travel Retail Sales
                                                                                                                                                                                        • Corporate Business Offline Sales
                                                                                                                                                                                          • Corporate Business Online Sales
                                                                                                                                                                                            • Travel Retail Leisure Sales
                                                                                                                                                                                              • Leisure Accommodation Sales
                                                                                                                                                                                                • Leisure Car Rental Sales
                                                                                                                                                                                                  • Leisure Cruise Sales
                                                                                                                                                                                                    • Leisure Flight Sales
                                                                                                                                                                                                      • Leisure Package Holiday Sales
                                                                                                                                                                                                        • Leisure Travel Insurance Sales
                                                                                                                                                                                                          • Leisure Other Transport Sales
                                                                                                                                                                                                            • Leisure Other Travel Retail Sales
                                                                                                                                                                                                            • Leisure Offline Sales
                                                                                                                                                                                                              • Leisure Online Sales

                                                                                                                                                                                                          Statistics Included

                                                                                                                                                                                                          For each category and subcategory you will receive the following data in Excel format:

                                                                                                                                                                                                          From Passport

                                                                                                                                                                                                          • Market sizes
                                                                                                                                                                                                          • International arrivals by city
                                                                                                                                                                                                          • Internet transactions
                                                                                                                                                                                                          • Outbound departures by length
                                                                                                                                                                                                          • Regional hotel parameters

                                                                                                                                                                                                          Market size details:

                                                                                                                                                                                                          • Retail value retail selling price % growth
                                                                                                                                                                                                          • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
                                                                                                                                                                                                          • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
                                                                                                                                                                                                          • Sites/outlets
                                                                                                                                                                                                          • Sites/outlets % growth
                                                                                                                                                                                                          • Sites/outlets per capita
                                                                                                                                                                                                          • Internet transaction value retail selling price % growth
                                                                                                                                                                                                          • Internet transaction value retail selling price local currency, USD, EUR, GBP, CHF, JPY
                                                                                                                                                                                                          • Internet transaction value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
                                                                                                                                                                                                          • Number of bed nights
                                                                                                                                                                                                          • Number of bed nights % growth
                                                                                                                                                                                                          • Number of bed nights per capita
                                                                                                                                                                                                          • Number of trips
                                                                                                                                                                                                          • Number of trips % growth
                                                                                                                                                                                                          • Number of trips per capita
                                                                                                                                                                                                          • Number of rooms
                                                                                                                                                                                                          • Number of rooms % growth
                                                                                                                                                                                                          • Number of rooms per capita
                                                                                                                                                                                                          • Offline value retail selling price % growth
                                                                                                                                                                                                          • Offline value retail selling price local currency, USD, EUR, GBP, CHF, JPY
                                                                                                                                                                                                          • Offline value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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