International tourism in Ghana: A survey analysis of traveller motivations and perceptions

Abstract

Abstract International tourism plays an increasing role as an engine for economic growth in Ghana, and has enormous potential to enhance the country's balance of payments. The National Tourism Development Plan for 2013–2027 is testament to government recognition of the industry's importance. This paper examines motivations for and obstacles to international tourism in Ghana, based upon the analysis of field data from mixed-format survey questionnaires collected during 2014 in Accra, Kumasi, and Cape Coast, three of Ghana's major tourist destination cities. Tourists are attracted to Ghana's rich offerings in culture and natural environment, including the UNESCO listed Cape Coast Castle, Elmina Castle, Kwame Nkrumah Mausoleum, and Kakum and Mole National Parks. Challenges faced by tourists include the visa acquisition process and mobility within the country, especially with regard to limited public transportation options and deficient highway infrastructure. Based upon these findings, government planners should place a higher emphasis on the quality of the tourist product as articulated by the Ministry of Tourism (2012). Moreover, the national and local tourism authorities, as well as tourism service providers should make a concerted effort to help guide tourist expectations and make them more realistic, especially when it comes to tourists from wealthier countries.