Tourism industry set to generate $3.4bn revenue in 2023
Ghana’s Ministry of Tourism Arts and Culture (MoTAC) and Ghana Tourism Authority (GTA) have announced a bold target of 1.2 million international tourist arrivals and 1.2 million domestic tourist numbers for the 2023 operational year. According to the minister of tourism, Dr. Ibrahim Mohammed Awal, the industry will create 150,000 jobs for young people across all sub-sectors.
This ambitious target, if achieved, would represent a significant jump from 2022 figures, where international tourist arrivals grew by a strong 46.7% YoY from 623,523 in 2021 to 914,892 in 2022. The minister is projecting that this growth trend will continue, with estimated revenue for 2023 expected to hit US$3.4 billion, up from the US$2 billion realized in 2022.
The United Nations World Tourism Organisation (UNWTO) has predicted that tourism is set to return to pre-pandemic levels in some regions by 2023, with Europe reaching nearly 80% of pre-pandemic arrivals, and Africa and America at 65% of pre-pandemic levels. Ghana’s arrivals recovery stands at 81%, significantly higher than the African average, and around that of recovery levels for European markets. However, the minister believes there is still more that can be done to attract tourists and further deepen the sector’s growth and progress.
To achieve this target, the government will be relying on quality provisions to reach their set targets. With a focus on quality service and capacity building for sector players, the minister is confident that Ghana will achieve an international arrivals target of two million by 2025 with over US$5.2 billion in revenue. This would surpass key sectors, including mining, cocoa, oil, and gas sectors.
GTA’s Chief Executive Officer, Akwasi Agyeman, highlighted the importance of tourism data in policy formulation and measuring the returns on investment in marketing, promotions, and infrastructure that the authority has put in place through the Tourism Development Fund and support from the ministry.
The tourism sector remains an essential driver of Ghana’s economic growth and employment. As such, the GTA’s 50th-anniversary celebration, spanning from April to August 2023, will include various activities. These activities will include the Kwahu Paragliding Festival; May Day celebrations across the country; staff bonding activities; a tourism summit chaired by the president; health screening, blood donation and launch of retiree association; a tour of key sites and attractions; Panafest and Emancipation Day in July; and an Industry Games event to climax the celebrations in August.
Ghana’s tourism sector is poised for growth, and the government’s efforts to promote the sector are commendable. The tourism industry has the potential to drive economic growth and create much-needed jobs for young people. However, achieving these ambitious targets will require continuous investment in infrastructure, marketing, and training to ensure that Ghana can compete with other destinations in the region.
