Ghana’s Premium Tourism Market Lies in Diaspora and Business Travellers, Data Shows

Ghana’s diaspora and professional business travellers are emerging as the most lucrative segments of the country’s tourism economy, according to new data from the Ghana Statistical Service (GSS).

The International Traveller Survey, covering the period from the fourth quarter of 2022 to the third quarter of 2023, found that inbound overnight visitors spent a total of GHS 15.2 billion.

The survey shows that professionals accounted for the highest share of expenditure, rising from GHS 1.7 billion in the second quarter of 2023 to GHS 2.7 billion in the third quarter.

Visitors from America recorded the highest per capita spending, averaging GHS 34,626 in the fourth quarter of 2022. By contrast, West African visitors, who represent the largest group, recorded the lowest per capita spending, falling from GHS 15,520 in the fourth quarter of 2022 to GHS 12,895 in the third quarter of 2023.

While most inbound overnight visitors travelled to see friends and relatives, business trips accounted for a significant share of arrivals, underscoring the potential of targeting professional travellers and diaspora communities as premium markets.

The data also highlights opportunities for policy and investment. Accommodation and food services accounted for about 60 percent of total spending, averaging GHS 1.2 billion per quarter, while recreation and cultural activities attracted comparatively lower expenditure. Expanding offerings in these areas could increase value capture across the sector.

For government, the findings point to the need for targeted promotion of Ghana as a destination for business and diaspora tourism, coupled with infrastructure improvements and service delivery enhancements. For the private sector, the survey identifies opportunities to scale up hospitality, leisure, and cultural experiences to attract high-spending visitors and lengthen stays.

The survey forms the basis for Ghana’s first tourism satellite account, which will measure the industry’s direct contribution to GDP. With over 901,000 international arrivals recorded during the study period, the data provides a roadmap for leveraging tourism as a driver of economic growth alongside traditional sectors such as cocoa, gold, and oil.

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