Ghana is rapidly positioning itself as a leading hub for sports tourism, capitalising on the global popularity of football and other athletic events to drive visitor interest and bolster its travel industry.
The Ghana Tourism Authority (GTA), under the leadership of CEO Maame Efua Houadjeto, announced on July 20 a bold initiative to forge strategic partnerships with sports clubs, particularly football teams, aimed at enhancing Ghana’s visibility on the international stage. This forward-thinking strategy draws inspiration from successful models such as Rwanda’s partnerships with PSG and Arsenal, which have significantly boosted those countries’ tourism profiles and global recognition.
A prime example of this strategy in action was a lively watch party in Accra for the FIFA Club World Cup 2025 final. Co-hosted by the GTA, Tribe Culture Fest, and the U.S. Embassy in Ghana, the event united football fans, creatives, and cultural enthusiasts in a vibrant celebration of sports and community.
Attendees enjoyed a live stream of the match, alongside captivating performances by groups such as the Ghana Dance Ensemble, which showcased Ghana’s rich artistic heritage through traditional music and dance. Local food and drink vendors further enhanced the festive atmosphere, creating a holistic experience that highlighted Ghana’s diverse offerings.
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Deputy CEO of the GTA, Gilbert Abeiku Aggrey, emphasised the importance of these initiatives “Sports bring people together, and tourism promotes cohesion and unity,” he stated, highlighting the GTA’s commitment to using sports as a tool for national unity and international partnership. He emphasised the importance of supporting the entire ecosystem surrounding sports, from event setup and entertainment to hospitality, acknowledging the substantial contribution these elements make to the local economy.
The partnership with the U.S. Embassy signals a growing collaboration between Ghana and the United States in sports and cultural exchange. Matthew Asada, Press Attaché at the U.S. Embassy in Accra, expressed enthusiasm for the joint effort, saying, “Football, or soccer as we call it, brings us together.” He highlighted the expanding opportunities for collaboration between the two nations, particularly in the lead-up to the 2026 FIFA World Cup, emphasising that the current partnership is “just the beginning.”
The GTA’s strategy extends beyond football, encompassing a broader vision for sports tourism. The Authority is actively exploring partnerships with other sporting bodies and promoting events like marathons, youth football tournaments, and beach sports festivals. These initiatives aim to diversify Ghana’s sports tourism portfolio and attract a broader range of international visitors. The GTA is also keen to integrate sports tourism with heritage and ancestral tours, offering diaspora travellers a unique opportunity to connect with their roots while enjoying exciting sporting events.
Ghana’s focus on diaspora engagement is a key component of its sports tourism strategy. Building on the success of the “Year of Return” initiative, the GTA is developing programs tailored explicitly for diaspora travellers, including streamlined visa services, curated sports tourism packages, and exclusive travel benefits. These efforts aim to strengthen ties with the global Ghanaian community and leverage the diaspora’s passion for sports to drive tourism growth and economic development.
For African travel agents, Ghana’s burgeoning sports tourism sector presents exciting new opportunities. The GTA’s commitment to international partnerships, innovative programming, and diaspora engagement creates a dynamic landscape for travel professionals to craft unique and appealing itineraries. By incorporating sports tourism into their offerings, agents can tap into a growing market segment and provide clients with unforgettable experiences that combine the thrill of live sports with the richness of Ghanaian culture and heritage.
Ghana’s strategic approach to sports tourism, coupled with its focus on international collaboration and diaspora engagement, positions the country as a rising star in the African travel market. As the GTA continues to develop innovative programs and partnerships, travel professionals should closely monitor Ghana’s evolving sports tourism landscape, as it promises to offer a wealth of opportunities for growth and collaboration in the years to come.
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Frequently Asked Questions (FAQ) and Answers
What is Ghana’s primary strategy for boosting sports tourism?
Ghana’s primary strategy involves forming strategic partnerships with sporting clubs, particularly football teams, to enhance its global visibility. This approach mirrors successful models seen in countries like Rwanda. Additionally, Ghana focuses on diversifying events beyond football and integrating sports with heritage tourism.
How is the Ghana Tourism Authority (GTA) promoting sports tourism?
The GTA, led by CEO Maame Efua Houadjeto, is actively promoting sports tourism through several initiatives. These include co-hosting major watch parties for international events (like the FIFA Club World Cup 2025 final), forming alliances with sporting bodies, and exploring diverse sports events such as marathons and youth tournaments. They also prioritise diaspora engagement with tailored programs.
What was the significance of the FIFA Club World Cup 2025 final watch party in Accra?
The watch party was a key highlight of Ghana’s sports tourism strategy, co-hosted by the GTA, Tribe Culture Fest, and the U.S. Embassy. It brought together diverse groups to celebrate sports and community, serving as a platform to showcase Ghana’s rich cultural heritage through performances, local food, and drinks, thereby creating a holistic visitor experience.
How is Ghana collaborating with the U.S. Embassy on sports initiatives?
The partnership with the U.S. Embassy signifies a growing collaboration in sports and cultural exchange. Events like the watch party demonstrate this joint effort, with both nations looking to expand opportunities, especially in the lead-up to the 2026 FIFA World Cup.
How does Ghana’s sports tourism strategy involve the diaspora?
Ghana’s strategy places a strong emphasis on diaspora engagement. Building on the “Year of Return” success, the GTA is developing programs specifically for diaspora travellers. These include streamlined visa services, curated sports tourism packages, and exclusive travel benefits, all designed to strengthen ties and drive tourism growth.
