Ghana’s recent gains in tourism must be consolidated through sustained promotion, stronger security systems and deliberate efforts to build a tourism culture from the school level, according to veteran business leader and former President of the Ghana Chamber of Commerce and Industry, Seth Adjei Baah.
He argued that tourism development is fundamentally driven by how effectively a country communicates its identity and assets to the world. In his assessment, Ghana’s most visible tourism successes over the past decade were the result of intentional branding and promotional strategies rather than chance.
“Tourism is about telling what you have and showcasing it. That is promotion,” he said, pointing to flagship initiatives such as the Year of Return and subsequent destination-branding campaigns that positioned Ghana as a cultural, heritage and leisure hub for the African diaspora and international visitors.
According to him, recent promotional campaigns have played a central role in directing global attention to the country’s history, culture, and hospitality. The results, he noted, are evident in the strong tourist inflows recorded during the end-of-year festive period, with hotels across major cities consistently operating at full capacity in December.
Rather than discarding these initiatives, he urged the current administration to strengthen and expand them. In his view, policy continuity is critical to maintaining momentum, particularly in a sector as perception-driven as tourism.
He described Ghana as one of the most attractive destinations within the West African sub-region, citing political stability, social cohesion and democratic maturity as key differentiators. These attributes, he stressed, are as important as physical attractions in influencing travel decisions.
“Ghana is a destination within the West Africa subregion. We have our peace of mind, we have our democracy, and we respect one another,” he said, noting that the country’s ability to manage political differences peacefully enhances its international standing.
While acknowledging that political competition remains part of Ghana’s democratic landscape, he emphasized that mutual respect and national unity are crucial to sustaining a peaceful environment. Such stability, he argued, is a major driver of tourism and a source of confidence for international visitors.
However, he cautioned that safety concerns could quickly erode these gains. Tourism, he observed, is highly sensitive to security risks, and even isolated incidents involving visitors could significantly damage Ghana’s reputation.
He therefore called for continuous training and professional development for security agencies, particularly the police, to ensure they are capable of protecting tourists while maintaining fairness and professionalism.
“As soon as we lose our guard and people come and start attacking tourists here, we’ve lost it,” he warned, stressing that visible, impartial and effective policing is essential for visitors to feel safe.
He emphasised the importance of preserving Ghana’s culture of hospitality, including the warmth, politeness and openness that visitors often associate with the country. Strengthening these cultural traits, he argued, would encourage repeat visits and positive global narratives.
On tourism development strategy, he advocated a broader approach that goes beyond sports tourism and high-profile events. While recognising the value of sports infrastructure and competitions, he called for greater attention to Ghana’s diverse cultural calendar.
Traditional festivals across the Western, Central, Ashanti and other regions, he said, present significant opportunities for local economic development if properly supported with infrastructure, accommodation and marketing.
A central pillar of his argument was the need to cultivate tourism awareness from an early age. He maintained that long-term growth in the sector depends on embedding travel and cultural appreciation within the education system.
He observed that a lack of travel experience in childhood can diminish engagement with domestic tourism in adulthood. Introducing structured student tourism programmes, he argued, would help normalize travel and deepen appreciation for national heritage.
He proposed the formation of tourism clubs in schools, supported by discounted hotel rates and short educational trips during weekends or holidays. Such initiatives, he said, would allow students to explore the country without disrupting academic schedules while building lifelong travel habits.
Drawing on examples from community-based tourism clubs, he noted that students who travel locally develop confidence, curiosity and a stronger connection to national identity.
He concluded that tourism remains one of Ghana’s most viable engines for economic growth, with the potential to generate foreign exchange, create employment and distribute income across regions.
With sustained promotion, strong security institutions, diversified tourism products and deliberate investment in youth engagement, he argued that the sector could deliver significant long-term returns for the economy.
“Tourism will give us a lot of money,” he said, emphasizing that Ghana’s challenge lies not in reinventing its tourism strategy but in deepening and refining what is already working.
