Ghana’s tourism industry, once hailed as a key pillar of economic growth and cultural diplomacy, is facing a worrying decline due to a lack of commitment, clear direction, and consistent domestic marketing by authorities, the Africa Tourism Research Network (ATRN) has claimed.

A press release copied to the Ghana News Agency and signed by Emmanuel Frimpong, President of the ATRN, said recent engagements with stakeholders across six regions of the country revealed a downward trend in the operations of hotels, restaurants, and attraction sites, which were struggling to attract visitors.

“Tourism thrives on vision, promotion, and leadership. Unfortunately, Ghana’s sector is lagging because authorities have not provided the sustained direction or marketing drive required to keep Ghana competitive,” Mr. Frimpong stated.

He noted that while other African countries were moving ahead with aggressive campaigns to boost their tourism sectors, Ghana’s slow response had left its potential underutilised.

The ATRN observed that international arrivals and domestic tourism activities had declined, with hotels, tour operators, and related businesses recording significant revenue losses, and iconic sites registering reduced visitor numbers.

According to the release, key concerns raised by industry players included a lack of consistent policy implementation, limited long-term vision, the absence of nationwide domestic tourism campaigns, and inadequate promotion of Ghana’s cultural heritage, natural assets, and creative industries.

“The consequences of this downward trend are

significant. Tourism contributes to Ghana’s GDP, supports thousands of jobs, and creates opportunities for youth and local communities. Without urgent corrective action, the sector risks further decline, threatening livelihoods and the nation’s reputation as a preferred West African destination,” it warned.

The ATRN called on the Ministry of Tourism, Arts, and Culture and the Ghana Tourism Authority to take urgent steps to revitalise the sector.

Proposed interventions include launching a robust domestic tourism campaign, setting clear strategic targets and roadmaps for growth, prioritising funding for destination marketing and infrastructure upgrades, engaging private sector and community partners, and investing in training and capacity building with a strong emphasis on customer service.

Despite the decline, industry experts remain optimistic that with renewed leadership, strong commitment, and effective promotion both locally and internationally, Ghana can reclaim its position as a leading tourism hub in Africa.