Anticipates 2 million tourists by 2024: Analysis

Informally Speaking:

The President, Nana Addo Dankwa Akufo-Addo, has formally rejuvenated the National Museum, which had been under renovation since 2015 due to its declining state and limited attractions. Previously, both domestic and foreign tourists had avoided museums in the country, with one disgruntled Ghanaian visitor describing the National Museum as a "national embarrassment."

Luckily, the government decided to restore this landmark, and it looks better than ever. Situated on the grounds of the Ghana Museums and Monuments Board in Adabraka, Accra, the museum hadn't experienced a significant facelift since it opened in 1957 to commemorate Ghana's Independence Day. Some new exhibits have been added to the existing ones to appeal to visitors. So let's all take a break and check out the National Museum – supporting domestic tourism along the way!

During the grand opening, the President put forth a challenge to the Ministry of Tourism and Creative Arts and its related agencies to strive for 2 million international visitors by 2024, aiming for US$4 billion in revenue. This is quite an ambitious goal, considering we've only seen about 700,000 tourists pre-pandemic. Despite the tight deadline, I'm not entirely convinced we'll manage to double those numbers.

Here are a few reasons why:

The COVID-19 pandemic still lingers, and a real recovery may not take place until mid-2023. Tourism experts predict that international travel hasn't fully recovered yet, and many nations are still wary of visiting Africa. Although a vaccine is now available, many people might be hesitant to visit Africa, opting for destinations closer to home instead. A reasonable alternative is increasing intracontinental travel, but that's still not very successful on the African continent. One major obstacle is the fact that a large portion of the population struggles to make ends meet, view tourism as an expensive activity, and do not had enjoy paid time off work.
With the global economy struggling, I don't expect a sharp increase in the number of arrivals in Ghana. According to UNWTO statistics, Africa only accounted for 5% of all international arrivals. Top receiving countries on the continent include South Africa, Kenya, Morocco, and Egypt. To attract more visitors, Ghana needs to compete with these popular destinations, which will be challenging.
The World Travel & Tourism Council's latest annual research shows that the Travel & Tourism sector contributed only 3% to global GDP in 2019. That share decreased to 5.3% in 2020 due to mobility restrictions. While the sector's contribution rose to 6.1% in 2021, these numbers remain relatively low. Domestic visitor spending also increased by 31.4% in 2021, but that still represents only a fraction of the global tourism market.
Culture and heritage is Ghana's primary selling point, but our numbers have yet to reach the levels of other countries known for their rich history and cultural offerings. To achieve our target of 2 million visitors, we'll need to significantly improve our tourism products and services and ensure that they are competitive on a global scale.
To achieve our goal, the government must invest in infrastructure development. This includes fixing roads, airports, and hotels to make tourist destinations more accessible and attractive.
The top tourism-generating countries to Ghana are primarily from West Africa and Europe, with the United States representing a significant portion of the market. To grow our numbers, we must focus on attracting more visitors from Nigeria, Cote d'Ivoire, and other underrepresented African markets.
Ghana's tourism sector faces many structural and environmental challenges, such as climate change, illegal activities, and governance issues. Addressing these problems will be crucial for boosting tourism and creating sustainable growth.

In conclusion, while Ghana has made positive policy strides in recent years, a multitude of challenges stands in the way of achieving our ambitious tourism targets. Addressing these issues will require concerted efforts, including investing in infrastructure, improving services, and attracting more visitors from diverse markets.

Note: The information provided is based on the article provided and additional data gathered, such as statistics and background information, to offer more context and comprehensive insights into the topic.

Enhancing the nation's education about the importance of tourism growth might help in meeting the President's ambitious goal, as a better understanding of its benefits could encourage more domestic support and policies that foster its development.
To effectively compete in the broader global market, it would be beneficial for policy-and-legislation to align with general-news trends and address key transportation challenges, such as improving infrastructure for smoother travel within the country and region.
Advocating for supportive business policies that address the affordability of tourism activities could lead to increased interest in domestic tourism, as more people would be able to participate without financial constraints.
In addition to focusing on traditional tourist destinations, recent reports suggest that untapped markets from Asia, South America, and other parts of Africa could provide significant opportunities for the National Museum and other touristic attractions to attract a diverse range of visitors.
Collaboration between the Ministry of Tourism and Creative Arts, other related agencies, and educational institutions on marketing strategies could help in reaching a wider variety of international markets to boost tourism and drive needed growth.