Ghana has entered a new phase in its tourism development strategy following the signing of a Memorandum of Understanding with the Africa Tourism Research Network (ATRN). The agreement, finalized on 14 November 2025 during the Philoxenia Tourism Fair in Accra, is designed to support joint research initiatives, enhance digital promotion, and improve capacity-building efforts across the tourism sector.

As part of this collaboration, Ghana Travels will work closely with ATRN to adopt a data-focused approach using tourism analytics to guide product innovation, investment decisions, and market positioning. This data-first direction aims to help Ghana compete more effectively on the African continent while strengthening its appeal to both leisure travelers and business investors.

A major component of the MoU is the push to elevate Ghana’s digital footprint. With global travelers increasingly relying on online platforms for trip planning, the partnership seeks to amplify Ghana’s presence through targeted digital campaigns. The initiative will spotlight the country’s cultural heritage, natural sites, and diverse tourism regions. In addition to promoting well-known hotspots like Accra and Kumasi, the campaigns will also highlight lesser-known destinations to diversify visitor interest and broaden tourism benefits.

Capacity-building remains another important priority. The agreement outlines training programs for local operators, hospitality staff, and tourism providers to equip them with the skills needed to meet international standards. These sessions will cover business management, sustainable tourism practices, and customer service excellence. The partnership will also encourage youth participation through internships, apprenticeships, and education-driven opportunities that nurture the next generation of tourism professionals.

Another key focus of the collaboration is policy advocacy. Ghana Travels and ATRN will cooperate with government agencies to promote tourism-friendly policies, including improved visa procedures and support for infrastructure development. This policy work is expected to create a more conducive environment for investment and sustainable tourism growth, aligning national tourism ambitions with broader development goals.

The MoU also opens the door to emerging tourism niches such as medical and wellness tourism, agritourism, and eco-based travel, which continue to trend globally. Ghana’s natural wellness retreats, cultural heritage sites, and eco-friendly accommodations position it well to expand into these sectors. Cultural tourism will remain at the core of Ghana’s offerings, with iconic landmarks such as the Cape Coast Castle, Wli Waterfalls, and traditional Ashanti sites continuing to draw visitors.

Regionally, the agreement supports Ghana’s goal of improving West African tourism integration. Enhanced cooperation, stronger cross-border travel policies, and improved connectivity are expected to support the flow of regional tourists and strengthen Ghana’s standing within African tourism circuits.

Central to the partnership is the emphasis on tourism research. By collecting and analyzing data on visitor behavior, spending patterns, and market trends, Ghana will be better equipped to develop products and services that reflect shifting global travel preferences. These insights will guide infrastructure investments and digital transformation initiatives that keep Ghana competitive in a rapidly evolving tourism landscape.

The MoU marks an important milestone for Ghana’s tourism industry as the country positions itself for sustained growth. With collaborative research, innovative marketing, capacity enhancement, and policy support, Ghana is poised to strengthen its reputation as one of Africa’s most compelling destinations—offering cultural richness, natural beauty, and economic opportunity for communities across the country.

Africa News

Ghana signs MoU to drive research‑led tourism growth