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Published on : Wednesday, April 12, 2017
Over the last six decades, tourism has experienced nonstop expansion and diversification, becoming one of the largest and fastest-growing economic sectors in the world. Tourism today is a principal driver of socio-economic growth and progress via export revenues, creation of jobs and enterprises and infrastructure development.
The increasing importance of this sector cannot be overlooked. According to the UNWTO, by 2020, international tourist arrivals worldwide will reach 1.8 billion. Between 2010 and 2030 arrivals in emerging destinations such as Ghana are expected to increase at double the pace of that in advanced economies by 4.4 percent a year.
However, it doesn’t mean that Ghana will easily get tourists in huge numbers. The competition to attract tourist traffic is severe. Countries like South Africa, Kenya, Zimbabwe, Zambia and Tanzania, already popular holiday destinations, have, over the years, embarked on relentless marketing strategies to woo even more tourists. However, Ghana has rich cultural heritage. Ghana is a country whose immense cultural diversity is thrilling and fascinating, particularly the central role played by festivals.
Ghana’s authorities are well aware of their country’s enormous cultural wealth. That is why they must effectively market it for the benefit of the nation.