Ghana’s International Tourists Spend an Average of $3,742 in 2024 as Longer Stays Boost Sector Earnings
International tourists visiting Ghana in 2024 spent an average of $3,742.98 per trip, with the majority staying for 13 nights, according to the latest Tourism Report published by the Ghana Tourism Authority (GTA). The data underscores Ghana’s growing appeal as a high-value destination, particularly among diaspora travellers and cultural tourists.
While the average spend was marginally lower than the $3,746.65 recorded in 2023, it remains significantly higher than pre-pandemic levels, when international visitors spent an average of $2,931 for a 10-night stay in 2019. The figures point to a sustained recovery in Ghana’s tourism sector, with increased per capita spending and longer visits positioning the country as a competitive player in Africa’s burgeoning heritage and cultural tourism market.
A key driver of this performance has been the success of major events such as “December in GH”, which continues to attract large numbers of international visitors. According to a dedicated survey conducted at Kotoka International Airport during the 2023–2024 festive season, daily expenditure by tourists averaged over $720 on accommodation, $520 on entertainment, $446 on food and beverages, and $308 on shopping.
The GTA attributes the robust spending patterns to a combination of factors, including Ghana’s reputation as a safe and welcoming destination, an expanded calendar of social and cultural events, and an increasingly diverse accommodation offering. Notably, 30% of surveyed visitors reported having visited Ghana more than three times, indicating rising levels of destination loyalty.
However, affordability concerns persist. The report highlights that 37% of tourists viewed visa acquisition and accommodation costs as expensive, though food and local transportation were generally perceived as affordable. This suggests that while Ghana is succeeding in attracting higher-spending visitors, pricing competitiveness remains an area for improvement.
The GTA believes the current momentum signals untapped growth potential for the sector, particularly as global tourism rebounds. Officials are calling on industry stakeholders to invest further in product quality, service delivery, and competitive pricing in order to fully leverage the high-spending tourist segment.
With international arrivals and expenditure on an upward trajectory, tourism is increasingly viewed as a key pillar for Ghana’s non-traditional export earnings and broader economic diversification strategy.
