As the world celebrates World Tourism Day, Ghana is poised to explore a new frontier in its tourism industry - domestic tourism. The "Go Outside. Do Ghana. Find Your Centre" campaign, launched by Do Ghana and Joy FM, invites Ghanaians to discover the beauty of their own country. This movement aims to tap into the growing appetite for outdoor experiences, particularly among younger urban audiences. With a population of over 30 million, Ghana's domestic market presents a substantial potential for travel, accommodation, and experiences.
In the past, Ghanaians have always had a relationship with the outdoors, spending weekends at the beach, parks, or other outdoor recreational areas. However, with the rise of urbanization and digitalization, leisure activities have become increasingly indoor and commercialized. The modern urban weekend is now characterized by shopping malls, restaurants, and organized entertainment. Nevertheless, outdoor recreation is experiencing a resurgence, with activities like hiking, cycling, and camping gaining popularity.
The concept of domestic tourism is not new, but it has often been treated as the smaller cousin of international tourism. However, this perspective overlooks the significant potential of the domestic market. With over 30 million Ghanaians, the domestic market represents a substantial audience for tourism promotion, travel, and experiences. Moreover, domestic travel can be repeated frequently, generating income for various sectors, including fuel stations, transport operators, and local traders.
PaJohn Dadson, Head Honcho of BENTSIFI, has been advocating for domestic tourism for over two decades. Through his weekly columns in the Weekend Chronicle and Mirror, he has been sharing stories about Ghana's hidden gems, encouraging Ghanaians to explore their own country. His efforts aim to persuade Ghanaians to look at their country with fresh eyes, discovering new places, and experiencing the local culture.
The domestic market matters for several reasons. Ghanaians can become customers for places and experiences that international tourism may never reach. They can discover local farms, try traditional dishes, and meet local guides before they become popular tourist attractions. By tapping into the domestic market, Ghana can demonstrate that there is an economic market for its natural and cultural resources.
The value of domestic tourism extends beyond the visitor's immediate expenditure. It generates income for various sectors, creating a ripple effect that benefits the economy. A family traveling from Accra to the Eastern Region, for example, spends money on fuel, food, and accommodation, which in turn supports local businesses and creates jobs.
As Ghana's tourism industry looks to the future, it is clear that domestic tourism will play a significant role. With the "Go Outside. Do Ghana. Find Your Centre" campaign, the industry is taking a step towards promoting domestic tourism and encouraging Ghanaians to explore their own country. By tapping into this market, Ghana can unlock new economic opportunities, promote cultural exchange, and showcase its natural beauty.
Key points
- Domestic tourism has the potential to generate significant economic benefits for Ghana, creating jobs and income for local businesses.
- The domestic market represents a substantial audience for tourism promotion, travel, and experiences, with over 30 million Ghanaians to tap into.
- Encouraging domestic tourism can help promote cultural exchange and showcase Ghana's natural beauty, demonstrating the country's economic potential.
