Ghana’s outbound tourism spending reached a record GHS 4 billion in 2023, but the vast majority of that money flowed out of the local economy.
Experts say that while the surge in travel reflects rising disposable incomes and connectivity, it also exposes the country’s missed opportunities to capture domestic value from outbound travel.
The Ghana Statistical Service (GSS), in releasing its 2023 Domestic and Outbound Tourism Survey (DOTS), revealed that 470,806 Ghanaians travelled abroad last year, either for business, leisure, or family visits.
However, almost all outbound tours were self-arranged, and spending on flights, accommodation, and other services largely benefited foreign companies.
Billions Leaving, Little Retained
Government Statistician Dr. Alhassan Iddrisu noted that Ghanaian outbound visitors spent GHS 3.4 billion on overnight trips and GHS 59.8 million on same-day trips in 2023.
“Outbound tourism is growing rapidly, but much of the spending is leaving the local economy,” he said. “We need stronger linkages between outbound travel and domestic value chains from transport and hospitality to financial services.”
The figures highlight a widening tourism balance-of-payments gap, where Ghanaians spend heavily abroad while the country struggles to attract equivalent inbound tourism receipts.
For policymakers and businesses, this gap represents both a challenge and a latent economic opportunity.
Domestic Capacity Gap
Industry analysts argue that local travel firms, airlines, and hotels need to reposition themselves to capture a share of outbound spending through innovative services and partnerships.
According to the Ghana Tourism Federation (GHATOF), fewer than one in five registered travel agencies currently offer outbound tour packages and those that do often lack digital booking systems, competitive pricing, or foreign partnerships.
“Outbound tourism is now a billion-cedi market segment,” said Ms. Irene Boakye, a hospitality and travel consultant.
“If our agencies and hotels can link up with international operators, they can retain part of that value through pre-departure services, bookings, and local brand partnerships.”
Policy Levers for Retention
The GSS report outlined several recommendations to address the leakage of tourism spending.
It urged the government to invest in transport, airports, and hospitality infrastructure, which would help Ghana become both a travel hub and a regional tourism connector.
It also proposed tax incentives and grants for agencies that design outbound tours using local products and services such as crafts, textiles, and souvenirs to promote Ghana’s cultural identity abroad.
“We can turn outbound tourism into a two-way economic driver,” Dr. Iddrisu said. “When travelers buy local before traveling, use Ghanaian agencies, and engage local logistics, it keeps the value circulating at home.”
Private Sector’s Role
For the private sector, experts see opportunities in packaging, digital integration, and brand collaboration.
Travel agencies could partner with local banks and fintech companies to create co-branded travel payment solutions, offering travelers convenience while ensuring fees are retained within Ghana’s financial system.
Airlines, hotels, and tour operators could also form consortia to market pre-trip experiences, such as culinary tours or cultural showcases that connect outbound travelers with Ghanaian heritage before they leave.
“Retention begins before departure,” said Yaw Kpodo, Managing Director of Accra Travels Ltd. “Every passport holder planning a trip abroad is a customer for local products, insurance, forex, and transport if we structure it properly.”
A Call for Data-Driven Strategy
With Ghana preparing to roll out its first Tourism Satellite Account (TSA), accurate data will be vital to understand how tourism, including outbound travel contributes to GDP and employment.
The TSA aims to quantify both direct and indirect effects, helping government and industry identify high-value sectors for investment.
Analysts argue that integrating the findings from the DOTS report into national planning could help shift tourism policy from destination-focused to value-focused, ensuring that even outbound activity benefits local enterprises.
The Way Forward
Retaining more of Ghana’s outbound spending will require collaboration among government, private sector, and development partners.
The GSS recommends training programs for hospitality staff and operators, access to digital tools for SMEs, and co-financing mechanisms to support tourism-related startups.
If implemented effectively, experts say these steps could help Ghana retain up to 25 percent more value from outbound tourism by 2030, translating into new jobs, stronger foreign exchange stability, and a more resilient tourism ecosystem.
