Ghana sees surge in tourist spending as international visitors spend over US$3,700 on average in 2024

Ghana is fast cementing its place as a premier destination for high-value, culturally rich travel, with international tourists spending an average of $3,742.98 during their stay in 2024, according to the latest Tourism Report released by the Ghana Tourism Authority (GTA).

The data reveals that most international visitors stayed for around 13 nights, reflecting Ghana’s growing appeal as a destination for extended and immersive travel experiences.

The average spend per tourist remained relatively stable compared to 2023’s figure of $3,746.65, but represents a significant leap from pre-pandemic levels in 2019, when the average visitor spent $2,931 over a 10-night period.

Tourism authorities and industry stakeholders view this as a clear sign that Ghana is becoming more competitive in attracting international travellers who are willing to stay longer and spend more.

Festivals and Heritage Events Drive Spending

The December in GH campaign continues to be a major magnet for global tourists, particularly the African diaspora.

The 2023–2024 festive season alone recorded daily average expenditures of $720 on accommodation, $520 on entertainment, $446 on food and beverages, and $308 on shopping, according to a special survey conducted at Kotoka International Airport.

This surge in spending was driven by a packed calendar of social and cultural events, diverse nightlife, and unique heritage experiences.

“We are seeing longer stays and deeper cultural engagement from tourists,” the GTA noted. “People aren’t just coming for quick getaways—they’re immersing themselves in Ghana’s festivals, history, food, and fashion.”

Repeat Visits, But Cost Still a Concern

The report also shows a high level of visitor loyalty, with 30% of international tourists indicating they had visited Ghana more than three times. This trend is promising for Ghana’s positioning as a return destination for both leisure and heritage tourism.

However, concerns around affordability persist. About 37% of respondents cited high costs related to visa acquisition and accommodation. On the brighter side, food and local transportation were largely perceived as affordable, allowing visitors to explore the country more freely.

A Call for Quality and Competitiveness

The Ghana Tourism Authority is urging tourism operators to take advantage of this momentum by investing in product quality, competitive pricing, and customer experience.

The Authority believes that by improving these areas, Ghana can attract even more high-value travellers and increase its share of the global tourism economy.

“These spending figures are encouraging, but they also signal untapped potential,” the GTA stated. “There is room for better value delivery to sustain and grow these numbers.”

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