Ghana’s tourism landscape is under scrutiny, with findings from the 2023 Ghana Tourism Report shedding light on perceptions of affordability among tourists.
According to the report, a significant portion of both local and international visitors perceive Ghana as an expensive destination, contrasting with those who find it affordable.
Specifically, the report highlights that tourists from key source markets such as the US, UK, Nigeria, and domestic sources regard Ghana as very expensive or expensive. This perception poses challenges for Ghana’s tourism sector, especially concerning competitiveness with other destinations in the region.
The high cost of accommodation emerges as a prominent concern, with tourists allocating a substantial portion of their budgets to lodging expenses. Non-star rated facilities particularly witness elevated rates, impacting the overall attractiveness of Ghana as a tourist destination.
Furthermore, stakeholders in the tourism industry point to the complex tax structure as a significant factor contributing to high prices. With approximately 20 taxes and levies imposed on the sector, including NHIL, VAT, and COVID-19 levy, among others, the cost burden on tourism establishments remains substantial.
Despite these challenges, Ghana remains optimistic about its tourism prospects, aiming to increase international tourist arrivals significantly in the coming years. However, addressing the perception of high costs and enhancing competitiveness will be crucial in achieving these targets.
As Ghana continues to position itself as a leading tourism destination in West Africa, collaboration between industry stakeholders and policymakers will be essential in addressing the challenges highlighted in the report and unlocking the full potential of the country’s tourism sector.










