A recent survey conducted by the Ghana Tourism Authority sheds light on the various factors influencing tourists’ decision to visit the country during December. The study reveals that Family Visiting Friends and Relatives (VFR) is the primary motivation, accounting for an impressive 42.28% of all trips.
VFR, a term commonly used in the tourism industry, refers to individuals who travel to a particular destination to visit family members or friends residing there. The importance of VFR tourism cannot be understated, as it not only strengthens family ties but also promotes cultural exchange and economic growth. Ghana has long been recognized for its warm hospitality, and the opportunity to reconnect with loved ones in a vibrant and culturally rich environment makes it an attractive destination for many.
Coming in at a significant 17.45% are vacationers, who choose Ghana as their preferred holiday spot especially during the December period. December in Ghana,” curated by the Ghana Tourism Authority (GTA), is a captivating tourism offering that attracts numerous individuals from the Diaspora during this festive period. Exciting events such as AFROCHELLA and AFRO NATIONS contribute to the immense popularity of Ghana as a prime December destination, drawing a multitude of visitors to the country.
After the Successful year of Return YOR project in 2019 Ghana launched the DiGH programme which has been highly impactful
With its pristine beaches, lush national parks, and historical landmarks, the country offers a perfect blend of relaxation and exploration. From the bustling markets of Accra to the serene coastal towns of Cape Coast and the breathtaking waterfalls of Wli, Ghana has much to offer in terms of natural beauty and tourism experiences.
Furthermore, the survey highlights the growing popularity of tour and experience-oriented travel, accounting for 16.78% of the visitors. This category includes travelers who are eager to immerse themselves in Ghana’s vibrant cultural heritage, historical sites, and traditional festivals. From the grandeur of the Ashanti Kingdom to the solemn remembrance of the slave trade at the Cape Coast Castle, tourists are drawn to Ghana’s rich historical legacy and the opportunity to participate in cultural events.
The survey also indicates that 12.08% of travelers visit Ghana for business purposes. With a thriving economy and a favorable business environment, the country has become a regional hub for trade and investment. Business travelers take advantage of the bustling metropolitan areas, networking opportunities, and the chance to explore potential partnerships with Ghanaian enterprises.
Finally, a smaller proportion of tourists, 5.70%, visit Ghana for entertainment purposes. This includes individuals seeking vibrant nightlife, music festivals, and other entertainment events. Ghana’s music industry has gained international recognition, and artists like Sarkodie and Shatta Wale have helped put the country on the global music map.
In conclusion, the survey’s findings emphasize the significance of Family Visiting Friends and Relatives (VFR) in attracting visitors to Ghana during the month of December. The opportunity to reunite with loved ones, experience the country’s rich cultural heritage, and engage in business activities make Ghana a compelling destination. The government and tourism stakeholders can capitalize on these insights to further develop and promote the country’s unique offerings, ultimately driving tourism growth and economic prosperity.
By Patrick Wisdom
