Over the past several years, creative arts programmes have enjoyed strong visibility, both at home and abroad. This momentum has been celebrated for expanding Ghana’s cultural footprint, yet tourism players insist the shift has created an unintended imbalance. Hotels, tour operators, destination managers, academics, and trade associations report that tourism-related activities receive a fraction of the media coverage and institutional backing afforded to creative events.
Tourism’s Untapped Power Remains Underutilised
For decades, tourism has been recognised as one of Ghana’s most promising growth sectors. Its impact stretches across job creation, community development, foreign exchange earnings, and international exposure. From coastal destinations and wildlife parks to heritage trails, cultural experiences, and emerging food tourism, Ghana possesses assets that many African states envy.
But industry experts caution that potential alone is not enough. Without sustained marketing, improved visitor experiences, competitive domestic tourism initiatives, refined hospitality training, and stronger infrastructure, the sector risks stagnation. Several operators argue that the imbalance in national attention places tourism at a disadvantage during a period of intense global competition for visitors.
“Tourism needs deliberate investment,” one stakeholder emphasised. “Not occasional support—but consistent visibility, policy focus, and long-term planning, just like what we’re seeing with the creative industries.”
Creative Momentum Creates a Visibility Gap
The creative arts have been experiencing a renaissance, with festivals, concerts, film projects, and fashion events capturing public imagination and international headlines. This surge has elevated Ghana’s cultural identity and enriched national branding—but tourism leaders argue it has also created a perception gap.
Despite its contribution to GDP and employment, tourism rarely features prominently in national discourse. Some operators fear the sector is becoming the “silent partner” in a ministry expected to champion both creative arts and tourism equally. They stress that overlooking tourism’s needs now could limit Ghana’s ability to compete with other African destinations investing heavily in marketing and infrastructure.
Calls for a More Balanced Strategy
To address growing concerns, sector stakeholders are urging the Ministry and Ghana Tourism Authority (GTA) to recalibrate their approach. Their recommendations include:
- Developing a standalone national tourism marketing strategy that runs parallel to creative arts promotion.
- Increasing investment in tourism infrastructure and hospitality skills training, especially in regions with untapped tourism potential.
- Revitalising the Public–Private Partnership Forum (PPPF) to strengthen dialogue and collaboration across the sector.
- Boosting media visibility for tourism events, attractions, and domestic travel campaigns.
- Integrating tourism with creative arts events, using festivals, concerts, and cultural platforms to attract both local and international visitors.
According to tourism operators, a coordinated strategy would allow the two sectors to reinforce—rather than overshadow—each other.
A Critical Moment for Ghana’s Global Image
With worldwide interest in African destinations rising, and Ghana’s creative industries drawing unprecedented international attention, many believe the country stands at a strategic crossroads. Stakeholders argue that this is the ideal moment to position Ghana as both a cultural leader and a top-tier tourism destination.
The overarching message from industry players is clear: celebrating the success of the creative arts should not come at the cost of tourism’s growth. Ghana’s long-term economic and cultural aspirations, they say, depend on balanced promotion, thoughtful investment, and an integrated vision that elevates both sectors together.