Ghana’s golden opportunity: Engaging the diaspora to elevate tourism

In recent years, Ghana has emerged as a beacon of culture, history, and natural beauty in Africa, drawing the attention of travelers worldwide.

However, the potential to become Africa’s premier tourism destination is yet untapped. A new government in 2025 possesses a unique opportunity to leverage the deep-rooted interest and connections of the Ghanaian diaspora to significantly boost tourism and, by extension, the national economy.

Through strategic initiatives and innovative policies, Ghana can harness this momentum to secure its position as the number one destination to visit in Africa.

(1). Reconnecting with Roots: The Diaspora as a Catalyst for Tourism: The Ghanaian diaspora, spread across the globe, represents a powerful network of ambassadors ready to contribute to Ghana’s tourism narrative. Their engagement can stimulate interest and attract visitors from around the world, driven by a desire to explore their heritage, experience Ghana’s vibrant culture, and contribute to its development. The government’s role in activating this potential involves creating platforms for dialogue, partnership, and investment that connect the diaspora directly with the nation’s tourism agenda.

(2) Strategic Initiatives for Diaspora-Led Tourism Growth

(3) Diaspora Tourism Advisory Council: Establishing a council comprising members of the Ghanaian diaspora to offer insights, strategies, and recommendations on making Ghana a more attractive destination for international tourists, particularly those of African descent seeking cultural and historical connections.

(4) Heritage and Cultural Tourism Packages: Developing tailored tourism packages that cater to the interests of the diaspora, focusing on heritage sites, historical tours, and cultural experiences that offer a deep dive into Ghana’s rich history and vibrant contemporary scene.

(5) Investment Platforms for Tourism Infrastructure: Introducing incentives for diaspora members to invest in Ghana’s tourism infrastructure, including hotels, resorts, entertainment venues, and eco-tourism projects. Simplified investment procedures, tax breaks, and support in navigating regulatory requirements could significantly enhance the quality and capacity of tourism services.

(6) Marketing and Promotion Campaigns: Launching global marketing campaigns that highlight Ghana’s unique selling points, from the tranquillity of its beaches to the allure of its historical forts and the vibrancy of its cultural festivals. These campaigns could leverage the networks and social media influence of the diaspora to reach a broader audience.

(7) Enhancing Diaspora Tourism Experience: Improving the overall experience for diaspora tourists through streamlined visa processes, diaspora welcome centers, and events designed to foster connections between visitors and local communities.

(8) Skill Development and Knowledge Exchange: Facilitating skill development programs in the tourism and hospitality sectors that leverage the expertise within the diaspora. This could include mentorship programs, workshops, and partnerships with educational institutions to elevate service standards and create employment opportunities for locals.

(9) Policy Reforms to Enable Sustainable Tourism Growth

For these initiatives to thrive, they must be underpinned by a supportive policy environment that prioritizes sustainable tourism development. This includes:

• Sustainable Development Policies: Implementing guidelines that ensure tourism growth does not come at the expense of Ghana’s natural or cultural heritage.
• Safety and Security Measures: Enhancing the safety and security infrastructure to ensure Ghana remains a safe destination for all tourists.
• Facilitating Diaspora Engagement: Creating policies that make it easier for the diaspora to engage with and contribute to Ghana, such as dual citizenship opportunities and voting rights.

Conclusion

By embracing the Ghanaian diaspora as a key partner in the nation’s tourism development, the new government can unlock a wealth of opportunities. The diaspora’s unique perspective, resources, and networks are invaluable assets in Ghana’s quest to become Africa’s top tourism destination.

With thoughtful engagement, strategic investment, and supportive policies, Ghana can celebrate and share its heritage, culture, and natural beauty with the world, fostering economic growth and national pride in the process.