FUNERAL-related travel has become one of the leading contributors to domestic tourism in Ghana, according to new data from the Ghana Tourism Authority (GTA).
According to the data, the majority of both same-day and overnight domestic trips are centred on visits to friends and relatives, with funerals accounting for the largest share nationwide.
The scale is striking. In 2023 alone, domestic tourism recorded 15,388,978 visitors, generating an estimated GH¢6.59 billion in expenditure.
Of these, 6.6 million were same-day travellers, while 8.8 million spent at least one night away from home, underscoring how deeply social and cultural obligations shape movement across the country.
The figures were unveiled at the launch of Experience Ghana, a digital tourism campaign, at the GTA head office on Monday, May 4. Beyond the statistics, they tell a deeper story: in Ghana, tourism is as much about belonging as it is about exploration.
Despite the steady growth, the GTA points to an imbalance. Travel activity remains heavily concentrated in the southern part of the country, leaving other regions with fewer opportunities to benefit from the economic gains tourism brings.
At the same time, interest in tourist attractions is on the rise. In 2025, a total of 1,762,682 visits were recorded across 55 sites nationwide. Residents accounted for 1,475,486 of these visits, while non-residents made up 287,196. Overall visitation increased by five per cent compared to 2024—an encouraging sign of sustained momentum.
Speaking at the launch, CEO of GTA, Maame Efua Houadjeto, described the initiative as a strategic move to shift tourism promotion from traditional advertising methods to a more interactive digital-driven approach capable of attracting both local and international tourists.
She noted that tourism promotion across the world is increasingly being powered by experiences shared online, making digital visibility essential for countries seeking to remain competitive in the global tourism market.
According to her, the Experience Ghana campaign will rely heavily on user-generated content and storytelling, encouraging Ghanaians at home and abroad to become ambassadors of the country by sharing their travel experiences at tourist sites on digital platforms.
“No one tells Ghana’s story better than those who have lived it,” she said.
The Deputy CEO of Operations, GTA, Ekow Sampson, said that although domestic tourism continues to grow steadily, the sector still holds significant untapped potential capable of transforming livelihoods across the country.
He explained that domestic tourism extended beyond leisure and recreation, serving as an important tool for economic empowerment and community development.
“Every trip taken within Ghana supports local hotels, restaurants, tour operators, transport services, artisans, and farmers,” he stated.
Mr Sampson also revealed that visits to some of Ghana’s major tourist attractions have increased significantly in recent years, contributing to business growth and job creation in host communities.
Among the sites mentioned were the Kwame Nkrumah Memorial Park, Kakum National Park, Mole National Park, as well as the Cape Coast Castle and Elmina Castle.
The Deputy CEO, Marketing & Special Duties, Gilbert Abeiku Aggrey, who is the brain behind the campaign, outlined several benefits of domestic tourism, including increased local spending, job creation for young people and women, cultural preservation and reduction in seasonal tourism fluctuations.
He noted that domestic tourism played a key role in promoting national identity and unity by encouraging Ghanaians to appreciate the country’s cultural diversity and heritage.
“We are not just launching a campaign, we are igniting a movement,” he added.
Source:
www.graphic.com.gh