World heritage sites, beaches, a tropical climate and vibrant culture await visitors

Ghana has pretty much everything a tourist could want, with a tropical climate, natural beauty, golden beaches, history, a vibrant culture and some of the friendliest people on the planet. However, the country remains strangely off the radar screen for most ordinary British and European travellers.

Maybe the tour operators have yet to find a way to market it in the way that South Africa, Kenya, and Gambia have all been successfully promoted. Yet Ghana has everything and more to rival any of these great holiday destinations, and has the potential to become one of Africa’s premier tourist draws.

Former Tourism Minister Jakob Okanka Obetsebi-Lamptey draws comparisons with Malaysia, now a recognised long-haul destination for many Brits, but not always so. The aim of Ghana’s tourism chiefs is to follow Malaysia’s example. With the economy expanding steadily, there are moves to position the sunshine sector right at the heart of this growth.

“The tourism industry in Ghana certainly has the potential and the competitive advantage to become a very important sector of the economy,” the minister says. “We do like to compare ourselves to Malaysia – everything that Malaysia has, we also have here in Ghana. We are working towards that model.”

All the building blocks are there. As well as the stunning natural landscape, with beaches that are comparable with anything south-east Asia can offer, Ghanaians have their own unique culture and a warmth without peer even in West Africa. The country is home to more than 40 forts and castles, including Elmina and Cape Coast Castles, which are recognised by UNESCO as World Heritage Monuments,

Jake Obetsebi-Lamptey Former Minister of Tourism

In a continent often viewed with caution, Ghana is known as a beacon of peace. A relatively prosperous country for the region, its roads, airports and sea ports are among the best in Africa. But for tourism to thrive much more investment needs to be made. Mr Obetsebi-Lamptey believes that Ghana needs to develop more of its overall tourism product in order to attract larger numbers of wealthy Europeans and Americans.

“We need to build more hotels and facilities, not only in the capital and other major cities but also inland. There is a need to identify all the different possibilities and tourism offerings that Ghana has – for example great beaches, cultural holidays, ecotourism, and historical tourism, among others.”

Things are happening. According to the Ghana Tourism Board the tourism industry is growing at a rate of about 12 per cent a year. The country’s colourful 50th anniversary celebrations have been another marketing gift for tourism officials. And then there is the football. The performance of the national football team, the Black Stars, in the 2006 FIFA World Cup in Germany, certainly helped the cause, but the big event takes place next year when Ghana hosts the African version of the tournament, the African Cup of Nations.

Mr Obetsebi-Lamptey says high profile events like these are great opportunities to raise the international profile of the country and its people. “If we manage to treat our visitors in a fabulous manner and provide them with the best we have to offer during these events then that will create a powerful and positive effect for Ghana.”

Positive feedback could help stimulate new investment. “We currently have some extraordinary investment incentives in place as well as proposals for a tourism development fund that will hopefully provide assistance to the growth of the sector,” says the former minister.

Ancient forts, tree-top walkways and the biggest show in Africa, the Cup of Nations, are highlighting Ghana’s potential as a tourism destination, especially for the British market

The bottom line however is that Ghana, like anywhere else, is competing head on with the rest of the world, not just for tourism visitors and receipts but also in terms of foreign direct investment.

Some have called Ghana Africa’s best kept secret, a label that needs to be discarded if the country is to reach its potential. Slowly but surely, it is gaining greater exposure, not just through showcase sporting events but daily through the Discovery Channel and other global TV stations.

“I have yet to meet or hear of anybody that has visited Ghana and been disappointed by their stay,” says Mr Obetsebi-Lamptey. “We do not promise a huge amount to our visitors, but what we promise we deliver. The kindness and hospitality of the people are unique. The best thing is simply to come and see Ghana with your own eyes.”