THE LEGACY OF TOURISM IN GHANA UNDER NANA AKUFO-ADDO. (Part 1)

Isaac ‘Parlos’ Clottey

jamrock4ever@gmail.com

 

Under the presidency of Nana Addo Dankwa Akufo-Addo (January 2017 – January 2025), Ghana's tourism sector witnessed significant attention and strategic initiatives aimed at positioning the country as a major tourist destination, particularly for the global African diaspora. The government emphasised tourism as a key pillar for economic growth, job creation, and national development.  

Key highlights of tourism during the Akufo-Addo administration include:

Flagship Initiatives and Campaigns:

The Year of Return (2019): This landmark initiative marked 400 years since the first enslaved Africans arrived in Jamestown, Virginia. It invited people of African descent to visit Ghana, reconnect with their roots, and explore their ancestral heritage. The campaign was widely successful, reportedly attracting around 1.5 million visitors and generating an estimated USD 1.9 billion to USD 3.3 billion in revenue. It significantly boosted international arrivals and global media attention for Ghana.  

Beyond the Return (2020-2030): Following the success of the "Year of Return," this 10-year initiative was launched to build on the momentum. Its objective is to promote tourism and homecoming while fostering economic relations, investments, and cultural engagement with the African diaspora. It operates on seven pillars: Experience Ghana, Invest in Ghana, Diaspora Pathways to Ghana, Celebrate Ghana, Brand Ghana, Give Back to Ghana, and Promote Pan-African Heritage and Innovation.  

Destination Ghana (Launched 2022): This project aims to further promote Ghana as an attractive tourism destination globally, building on the successes of previous campaigns and highlighting Ghana's diverse attractions, including nature-based adventure and leisure tourism.  

December in GH: This campaign has successfully branded December as a prime tourism period, attracting thousands of tourists, particularly from the diaspora, for a month-long celebration of culture, music festivals, parties, and heritage events.  

Experience Ghana, Share Ghana: This domestic tourism campaign was launched to encourage Ghanaians to explore their own country and its attractions, thereby boosting local tourism.  

Economic Impact and Growth:

The "Year of Return" in 2019 saw a significant surge in international arrivals.  

Despite the global downturn caused by the COVID-19 pandemic in 2020 (which saw arrivals drop to around 355,108), the sector showed resilience and a path to recovery. International arrivals reportedly reached 914,892 in 2022.

Domestic tourism also experienced growth, with deliberate marketing initiatives and upgrades to tourist infrastructure.  

The government set ambitious targets, aiming for 2 million international arrivals and USD 4 billion in tourism revenue by 2025.  

President Akufo-Addo, in his final State of the Nation Address in January 2025, highlighted what he described as transformative achievements and unparalleled gains in the tourism and hospitality sector under his leadership.

to be continued