Ghana, often celebrated for its vibrant culture, historical significance, and breathtaking landscapes, is ripe with potential for local tourism.
However, the emphasis has traditionally been on international tourism, which, while valuable, often overlooks the immense opportunities within the local market.
As the world continues to recover from the impacts of the COVID-19 pandemic, Ghanaians must urgently shift their focus toward promoting local tourism.
Ghanaian YouTube personality, vlogger, and digital media influencer Berthold Kobby Winkler Ackon, popularly known as Wode Maya, has issued a call to action, urging Ghanaians to champion local tourism as a catalyst for economic growth.
Speaking at the launch of the Black Star Experience on Thursday, May 1, he emphasised the transformative power of retaining tourism revenue within local communities.
Wode Maya stressed that by prioritising local tourism, communities can retain economic benefits, generate employment, and promote sustainable development.
“I think it’s about time we promote local tourism because it’s good for the local economy. The money is what you can do for the local economy. If you’re a tour guide, organise local tours. Keep on planning and promoting local tourism, it’s about time.”
Wode Maya
Local tourism has the potential to significantly boost Ghana’s economy. According to the World Travel and Tourism Council, tourism contributed approximately $3.5 billion to Ghana’s GDP in 2019, a figure that could be significantly enhanced by promoting domestic travel.
By encouraging Ghanaians to explore their own country, local tourism stimulates spending in various sectors, including hospitality, transportation, and local crafts.
This increase in economic activity leads to a ripple effect, creating new jobs and supporting small businesses that are vital to the economy.
Moreover, it helps diversify the economy, reducing reliance on traditional sectors such as agriculture and mining.
By investing in local attractions, tour operators, and cultural experiences, Ghanaians create a sustainable tourism model that not only attracts domestic travelers but also appeals to international visitors seeking authentic experiences.
Job Creation, Community Development from Local Tourism
Promoting local tourism is also a powerful tool for job creation. As more Ghanaians engage with their local tourism industry, the demand for services such as guided tours, accommodation, and transportation will increase.
This demand leads to the creation of new jobs, particularly in rural areas where employment opportunities are limited.
For instance, local artisans benefit from increased patronage as tourists seek authentic Ghanaian crafts and souvenirs, thereby preserving traditional skills and contributing to cultural heritage.
Furthermore, local tourism fosters community development. When locals are encouraged to share their culture, history, and natural resources, it builds a sense of pride and ownership in their communities.
This engagement led to improved infrastructure, such as roads and facilities, benefiting both tourists and residents alike.
Additionally, community-led tourism initiatives empower marginalized groups, including women and youth, by providing them with opportunities to participate in and benefit from the tourism economy.
Challenges, Opportunities from Local Tourism
Despite its potential, promoting local tourism in Ghana is not without challenges. Issues such as inadequate infrastructure, limited marketing, and a lack of awareness about local attractions hinder the growth of the industry. However, these challenges also present opportunities for innovation and collaboration.
The government, private sector, and local communities must work together to improve infrastructure, develop marketing strategies, and create appealing tourism packages that highlight the unique offerings of each region.
Furthermore, leveraging technology plays a crucial role in promoting local tourism. Social media platforms and travel apps are utilized to showcase local attractions, share experiences, and connect travelers with local guides and businesses.
By harnessing the power of digital marketing, Ghanaians reach a wider audience and inspire a new generation of travelers to explore their own country.
Promoting local tourism is essential for Ghana’s economic growth and community development. By embracing the rich cultural heritage and natural beauty of the nation, Ghanaians create a sustainable tourism model that benefits all.
The time has come for Ghanaians to recognize the value of their backyard and invest in the local tourism industry. Through collective efforts, the potential for economic growth, job creation, and community empowerment is realized, paving the way for a prosperous future for all Ghanaians.
It is not just about traveling; it is about building a nation that thrives on its strengths and resources.
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