Big Spenders: International Tourists Splash Over $3,700 on Average During Ghana Trips in 2024
GTA Report Shows Visitors Stayed Longer and Spent More—Boosting Ghana’s Status as a High-Value Destination
Edem Latsu Nukafu 
International tourists visiting Ghana in 2024 spent an average of $3,742.98 per trip, staying for approximately 13 nights, according to a new report released by the Ghana Tourism Authority (GTA). The data marks a continued surge in per-visitor earnings and positions Ghana as an increasingly attractive destination for extended, high-value travel.
Although the figure represents a marginal dip from the $3,746.65 average recorded in 2023, it significantly outpaces pre-pandemic levels. In 2019, the average visitor spent $2,931 over a 10-night stay—underscoring Ghana’s rising competitiveness in the global tourism market.
■ Festivals Fueling the Boom
The report credits much of this spending to major events like “December in GH”, which draw throngs of diaspora visitors and international tourists annually. During the 2023–2024 festive period, a special Kotoka International Airport survey revealed daily average expenditures of:
● $720 on accommodation
● $520 on entertainment
● $446 on food and beverages
● $308 on shopping
These numbers reflect not only vibrant spending habits but also Ghana’s growing reputation as a safe, culturally rich, and welcoming destination.
■ Repeat Visits and Rising Expectations
Notably, 30% of respondents said they had visited Ghana three or more times, suggesting strong visitor loyalty and repeat travel potential. However, affordability remains a concern for some.
● 37% of tourists found visa and accommodation costs to be high
● Food and local transport, in contrast, were generally viewed as more budget-friendly
■ A Call for Smart Investment
The GTA says these figures point to untapped opportunities for tourism operators, investors, and policymakers. The authority is urging industry stakeholders to prioritize product quality, pricing competitiveness, and enhanced customer service to fully harness Ghana’s potential as a high-spending travel destination.
■ Tourism as a Growth Engine
As global travel rebounds and Ghana solidifies its identity in heritage, cultural, and diaspora tourism, experts believe sustained growth in tourist expenditure could play a crucial role in diversifying the economy and boosting non-traditional export earnings.
“The numbers show we’re on the right path,” a GTA official remarked, “but to truly lead in Africa’s tourism landscape, we need strategic investment in visitor experience and value creation.”
