GTA Launches 2024 Tourism Report: Full Details on Ghana’s Travel and Culture Sector
Ghana Tourism Authority Launches 2024 Tourism Report Highlighting Growth and Stability
The Ghana Tourism Authority (GTA) has officially launched its 2024 Tourism Report, themed “Growth and Stability,” offering a comprehensive assessment of the country’s tourism performance over the past year. The launch event took place on Thursday, July 3, 2025, and showcased Ghana’s resilience and renewed momentum in the tourism, arts, and culture sectors.
The annual report is a key document used to evaluate Ghana’s tourism ecosystem, revealing important trends, growth indicators, and priority areas for policy and investment. According to the GTA, 2024 was a pivotal year that signaled consolidation and renewed growth across the tourism value chain.
A Year of Recovery and Progress
The 2024 Tourism Report reflects Ghana’s successful efforts to revive and stabilize the tourism industry, following previous years of disruption caused by global challenges. The GTA attributes this positive performance to the ongoing execution of flagship programs and cultural initiatives, including:
Beyond the Return – a follow-up to the highly successful “Year of Return” campaign, aimed at strengthening ties with the African diaspora and promoting heritage tourism.
Kwahu Easter Paragliding Festival – a popular event that continues to attract adventure tourists and aviation enthusiasts to Ghana’s Eastern Region.
Emancipation Celebration – an annual event commemorating the struggles and resilience of enslaved Africans, fostering cultural exchange and education.
These initiatives have positioned Ghana as a top destination for cultural tourism and heritage investment in Africa, drawing visitors from the diaspora and beyond.
Key Highlights from the 2024 Report
The GTA’s report provides in-depth analysis and data designed to support policymakers, investors, development partners, and tourism operators. Key highlights include:
- Rise in International Arrivals
The report shows a steady increase in international tourist arrivals, underscoring Ghana’s appeal to global travelers. This trend reflects successful marketing campaigns, visa policy improvements, and increased airline connectivity. - Boost in Domestic Tourism
There was a notable strengthening of domestic tourism, with more Ghanaians exploring local destinations, especially during public holidays and festive periods. The GTA credited this to promotional campaigns and the growing appreciation for local culture and history. - Tourism’s Contribution to Job Creation
The sector continued to make a significant impact on employment, providing direct and indirect jobs across various subsectors, including hospitality, transportation, creative arts, and tour operations. Community-based tourism also created income opportunities at the grassroots level. - Support for Local Economies
Tourism played a key role in community development and poverty alleviation, particularly in rural and historically significant areas. Visitor spending stimulated local businesses and created inclusive growth opportunities. - Revenue Generation
The sector remained an important contributor to national revenue, through taxes, tourism levies, and foreign exchange earnings. The report highlights tourism’s growing role in Ghana’s broader economic diversification strategy.
Data-Driven Insights for Strategic Action
The GTA emphasized that the 2024 report will serve as a strategic guide for shaping future tourism policies, investments, and promotional efforts. By offering reliable data and performance metrics, the report supports:
Evidence-based decision-making by government agencies
Targeted investments by private sector players
Strategic partnerships with international stakeholders
Improved resource allocation across tourism development projects
Looking Ahead: Building on Growth and Stability
Commenting on the report, GTA officials reaffirmed their commitment to sustainable tourism development, with a focus on improving infrastructure, enhancing service quality, and promoting Ghana as a year-round destination.
They also stressed the need for continued collaboration between the public and private sectors to fully harness the potential of Ghana’s rich cultural heritage, biodiversity, and creative economy.
The GTA’s 2024 Tourism Report sends a strong signal that Ghana’s tourism industry is not only recovering but also evolving into a more resilient, inclusive, and impactful sector. As the country builds on the foundations laid in 2024, stakeholders remain optimistic about the future of tourism as a driver of national development and cultural pride.
Beyond the Return campaign
Heritage tourism in West Africa
Ghana domestic tourism trends
Kwahu Easter Festival highlights
Emancipation Day celebrations in Ghana
