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Funeral-related travel has emerged as one of the biggest drivers of domestic tourism in Ghana, according to new figures released by the Ghana Tourism Authority (GTA).
Data released by the authority show that the majority of both same-day and overnight domestic trips were linked to visits to friends and relatives, with funerals accounting for the largest share of travel activity across the country.
Ghana Online reports that the figures reveal that in 2023, Ghana recorded 15.3 million domestic visitors, generating an estimated GH¢6.59 billion in expenditure.
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Of the total number, about 6.6 million travellers made same-day trips, while 8.8 million spent at least one night away from home, highlighting the significant role social and cultural obligations continue to play in shaping travel patterns in the country.
The statistics were unveiled during the launch of the “Experience Ghana” digital tourism campaign at the GTA headquarters on Monday.
Speaking during the launch, GTA Chief Executive Officer, Maame Efua Houadjeto, said the initiative seeks to reposition Ghana’s tourism sector through digital engagement and interactive storytelling aimed at attracting both local and international tourists.
Houadjeto said tourism promotion around the world was increasingly being influenced by online experiences and digital visibility, making it necessary for Ghana to adapt to evolving global trends.
She explained that the Experience Ghana campaign would depend heavily on user-generated content, encouraging citizens both at home and abroad to promote the country by sharing their experiences at tourist destinations online.
“No one tells Ghana’s story better than those who have lived it,” she said.
Meanwhile, the GTA noted that although domestic tourism continues to record steady growth, travel activity remains heavily concentrated in the southern parts of the country, limiting opportunities for other regions to benefit from tourism-related economic gains.
The authority also disclosed that interest in tourist attractions was increasing, with 1.76 million visits recorded across 55 tourist sites nationwide in 2025.
Residents accounted for over 1.47 million visits, while non-residents contributed 287,196 visits. Overall visitation rose by five percent compared to 2024.
GTA Deputy Chief Executive Officer for Operations, Ekow Sampson, said domestic tourism still held enormous untapped potential capable of transforming livelihoods and supporting community development across the country.
He added that tourism should not only be viewed as a leisure activity but also as a tool for economic empowerment and national growth.
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