Domestic tourism in Ghana is overwhelmingly driven by social connections, with Ghanaians travelling primarily to visit friends and relatives or to attend funerals, according to the latest Domestic Visitors’ Survey released by the Ghana Statistical Service (GSS).
The survey, which analysed domestic travel patterns in 2023, recorded over 15 million domestic trips, generating an estimated GHS 6.6 billion in total spending. Overnight trips accounted for the largest share of this expenditure, contributing approximately GHS 4.8 billion, while same-day trips added about GHS 1.8 billion.
Speaking at the release, the Government Statistician, Dr. Alhassan Iddrisu, said: “This momentum has brought a powerful reminder that tourism is not only about international arrivals. It is also about Ghanaians discovering Ghana, investing in local experiences, and breathing economic life into the communities and sites they visit.”
The survey indicates that travel motivations remain predominantly social: “More than 80 percent of domestic overnight trips and about 70 percent of same-day trips were undertaken to visit friends and relatives or attend funerals,” highlighting the central role of family networks, cultural ties, and social events in shaping domestic travel patterns.
Beyond visits to relatives, social gatherings such as weddings, naming ceremonies, and festivals also play a key role in prompting domestic movement, reflecting the strong interconnection between culture and travel in Ghanaian life.
Domestic travel is largely self-organised, with the survey noting that “over 95 percent of domestic trips were self-arranged, with the majority of travel taking place by road using buses and minivans.” This shows that Ghanaians are actively planning trips around social obligations, often relying on family and community ties to determine destinations and itineraries.
The data also show that domestic tourism is largely driven by working-age adults, with persons aged 25 to 44 years accounting for 41.1 percent of same-day trips and 35.2 percent of overnight travel. This reflects how social responsibilities and community participation motivate travel among the economically active population.
Dr. Iddrisu underscored the value of the survey for planning purposes, stating: “The findings give us the clarity to identify the regions that attract the most movement, the types of activities that drive domestic trips, the socio-economic profile of travellers, and the value of the spending that circulates within our borders.”
While domestic tourism generates significant economic benefits for transport, accommodation, and local services, the survey clearly shows that its primary force is social: Ghanaians travel to connect, celebrate, and maintain bonds with family and community.
