Each year, World Tourism Day offers a unique opportunity for the global tourism community to reflect on its progress and recalibrate its direction. This year, the theme “Tourism and Sustainable Transformation” resonates deeply with Ghana and the wider African continent. It is not just a thematic celebration, but a call to action—an invitation to rethink, redesign and rebuild a tourism industry that is environmentally responsible, economically inclusive and socially empowering.
In Ghana, the COVID-19 pandemic served as a stark reminder of how vulnerable our tourism sector can be to global disruptions. With international arrivals sharply declining and many tour operators, hotels and small businesses struggling to stay afloat, the need for resilience became painfully clear. But recovery must go beyond bouncing back—it must be transformative. This means prioritising tourism models that emphasise value over volume. Our natural assets such as the Wli Waterfalls, Kakum National Park, Lake Bosomtwe and the Nzulezu stilt village hold immense potential for eco-tourism. However, this potential can only be fully realised if we invest in conservation, enforce sustainable practices, and empower local communities to take active roles in the stewardship of these attractions.
Other African countries offer important lessons. Rwanda, for example, has successfully implemented a high-value, low-impact tourism strategy centred around gorilla conservation, which not only protects endangered species but channels significant economic benefits back to local communities. Ghana, with its wealth of heritage sites, vibrant festivals and diverse ecosystems, can adopt a similar model—one that elevates environmental sustainability while ensuring tourism becomes a tool for equitable development.
Central to this transformation is the empowerment of communities. Tourism must serve the people whose lives, cultures, and environments are at the heart of what we market to the world. In Ghana, cultural festivals like Fetu, Homowo, Hogbetsotso, PANAFEST and the Chale Wote Street Art Festival draw thousands of visitors each year and offer an authentic window into our heritage. These events are not only cultural milestones but economic lifelines for artisans, caterers and young entrepreneurs. However, we need to deepen this impact. It is time to invest in district-level tourism planning and support local authorities to develop sustainable tourism strategies tailored to their unique resources. At the same time, training programmes in hospitality, digital marketing and tourism entrepreneurship must be expanded, especially in rural areas where the sector can offer viable alternatives to traditional employment.
Tourism should not only connect visitors to destinations but must also connect economic opportunities to the people who need them most. One of the persistent challenges across Africa is the dominance of foreign-owned companies in our tourism value chains. Flights, accommodation and even tour packages are often booked and managed externally, limiting the financial benefits that stay within our economies. To transform this, we must deliberately strengthen local participation. In Ghana, encouraging hotels and restaurants to source food, textiles and decor locally is a critical step. Promoting “Made-in-Ghana” products through digital platforms and airport retail spaces can also give our local artisans access to broader markets. Moreover, developing well-connected regional tourism circuits—linking coastal areas, savannah landscapes, and historical landmarks—will help distribute tourism’s benefits beyond major cities like Accra and Kumasi.
At the continental level, the African Continental Free Trade Area (AfCFTA) presents a timely and powerful mechanism to drive intra-African tourism. Simplifying visa regimes, harmonising tourism standards, and investing in cross-border infrastructure can significantly increase travel within Africa by Africans. When African tourists travel Africa, we do not only circulate wealth within our borders but also foster the kind of pan-African unity and pride that strengthens our shared identity.
Sustainable transformation also demands a deliberate focus on innovation and skills development. As the world embraces digital technology, green infrastructure and climate-smart practices, the African tourism workforce must be equipped to compete and thrive. This includes investing in eco-certification programmes, launching tourism innovation hubs at our universities and promoting mentorship schemes that bring together experienced professionals and young talent. The integration of technology in tourism—such as virtual reality heritage tours, online booking systems and smart destination management tools—offers immense potential to improve both visitor experience and operational efficiency. Platforms like the newly launched Ghana Tourism Marketplace and initiatives such as Google’s Heritage on the Edge show how technology can play a pivotal role in preserving culture and promoting accessibility.
Yet, sustainable tourism transformation is not solely the responsibility of governments or industry stakeholders. Every Ghanaian and African has a part to play. As travellers, we must make choices that reflect our commitment to sustainability—whether by reducing waste, respecting local customs, or choosing businesses that give back to the community. As consumers, we must support local businesses, buy authentic products, and share our positive experiences to inspire others. And as citizens, we must hold our leaders accountable for tourism policies that prioritise people, planet, and progress.
World Tourism Day 2025 is a reminder that the future of global tourism will not be written in Europe, Asia or the Americas alone—it will be shaped here in Africa. Our continent is home to the stories, cultures and landscapes that the world now seeks. It is time to move beyond being destinations to becoming drivers of a new kind of tourism—one that is regenerative, inclusive and proudly African.
Ghana is ready. Africa is ready. Let us rise to the moment—not only to transform tourism but to let tourism transform us, our communities and our collective future.
The writer, Mrs. Alisa Osei-Asamoah is the CEO of Riali Consult and the immediate past president of the Tour Operators Union of Ghana (TOUGHA).