International tourists visiting Ghana in 2024 spent an average of $3,742.98 during their trip, with most staying for 13 nights, according to the latest Tourism Report by the Ghana Tourism Authority (GTA).
The figures reflect strong per-visitor earnings and highlight Ghana’s growing appeal as a destination for extended, high-value stays.
The average spend remained virtually unchanged from 2023, which recorded a slightly higher figure of $3,746.65. However, compared to pre-pandemic levels in 2019 — when average tourist expenditure stood at $2,931 for a 10-night stay — the current data shows a significant improvement in both spending and duration, suggesting Ghana is becoming more competitive in attracting and retaining international travellers.
Much of this spending is driven by events such as December in GH, which draws large numbers of diaspora and global tourists each year. During the 2023–2024 festive period alone, daily spending by international visitors averaged over $720 on accommodation, $520 on entertainment, $446 on food and beverages, and $308 on shopping, according to a special survey conducted at Kotoka International Airport.
The extended stays and high expenditure patterns were influenced by several factors, including a packed social and cultural events calendar, diverse accommodation offerings, and Ghana’s reputation as a safe and welcoming destination. Notably, 30% of respondents said they had visited Ghana more than three times.
Despite positive perceptions, affordability remains a concern for some segments of visitors. The report notes that 37% of respondents found visa acquisition and accommodation costs expensive, while food and local transport were generally seen as more affordable.
The Ghana Tourism Authority believes the spending figures are a signal of untapped potential and is urging industry players to invest more in product quality, pricing competitiveness, and customer experience to fully capitalize on the high-value travel market.
With global tourism rebounding and Ghana positioned as a key destination in Africa’s heritage and cultural tourism space, experts say sustained growth in tourist expenditure could play a vital role in strengthening the country’s non-traditional export earnings.
