By Wisdom JONNY-NUEKPE
The Ghana Tourism Authority’s (GTA) annual flagship event, December in GH (DiGH), has seen a growing appeal, with first-time visitors increasing from 40 percent in 2022 to 47 percent last year, according to the 2023 Ghana Tourism Report.
The report, recently released by the GTA and titled ‘Strong Recovery’, describes DiGH as the foremost cultural highlight on the country’s annual calendar, drawing global visitors to experience Ghana’s rich heritage and vibrant cultural tapestry.
The GTA reported 125,461 visitors during the events last year, marking a 7.7 percent increase over the pre-pandemic arrivals of December 2019.
In 2023, US nationals constituted the largest group of participants, accounting for 39 percent, followed by Ghanaians residing abroad at 33 percent. The UK comprised 16 percent, while Nigeria, Germany and South Africa shared the remaining percentage.
However, the report noted a slight decrease in the percentage of solo travellers from 36 percent to 34 percent, while the proportion of those travelling with friends significantly declined from 36 percent to 26 percent compared to the previous year.
The authority maintained that sectors, including accommodation, entertainment, food and beverage, transport and shopping, contributed immensely to participants’ spending.
According to the report, the average daily spending per participant at the events surged from US$606.79 in 2022 to US$1,376 last year, representing a substantial increase of 126 percent.
GTA Chief Executive Officer, Akwasi Agyeman, explained that the DiGH initiatives have boosted tourism, cultural exchange and economic development in the country.
He said the report celebrates the significant strides made in Ghana’s tourism ecosystem following the disruptive impact of the COVID-19 pandemic.
With over 37 international airlines operating through the Kotoka International Airport, niche tourism potentials including forts and castles and festivals, the GTA has on several occasions reiterate that Ghana remains an attractive destination.
Ghana is targeting some two million international tourist arrivals in 2024, against the 1.1 million recorded last year.
The GTA disclosed that it would continue to leverage key initiatives and policies such as ‘See Ghana, Wear Ghana, Feel Ghana’ campaign to promote and create awareness of the country’s tourism potentials.
More importantly, the GTA hopes the proposed e-visa policy platform will soon be implemented to enhance prospects of increased international arrivals in the sector.
