Tourism has long been one of the major revenue-generating sources in Ghana. But what exactly is tourism? Tourism is the movement of people from one location to another, whether for cultural, social, business, or economic reasons, outside of their usual environment, for at least 24 hours but not more than one consecutive year at a particular destination.
There are two types of tourism: international tourism and domestic tourism. Domestic tourism encompasses all activities related to tourism but is carried out within one’s own country, outside of one’s usual geographical location. For example, traveling from Accra to Winneba to witness the Aboakyer festival.
In 2020, when COVID-19 hit, domestic tourism became the preferred choice globally due to travel restrictions and lockdowns. By 2022, despite the easing of restrictions, domestic tourism flourished, doubling travel and increasing exposure to lesser-known domestic tourist sites. This rise in domestic tourism led to increased revenue, economic activities, and foreign exchange.
Economic Impact of Domestic Tourism
Tourism, in general, has both positive and negative impacts, but here are some of the positive ones:
One of the key benefits of domestic tourism is its ability to stimulate local economies. When residents travel within their own country, they support local businesses such as hotels, restaurants, transportation services, and retail outlets, and gain a deeper appreciation of different cultures. This influx of spending helps sustain jobs, particularly in rural or less-developed regions that may not typically attract international visitors.
Another benefit of domestic tourism is job creation. As domestic tourism expands, more workers will be needed to support the industry. For example, more hotels will need to be built, which will require people for construction, furnishing, and staffing, including cooks, cleaners, receptionists, and managers.
Tax revenue also increases as infrastructure is developed and jobs are created. More businesses and individuals contribute taxes, helping to further the country’s development.
Challenges of Domestic Tourism
Despite its many advantages, domestic tourism faces challenges. One of the primary issues is seasonality, as some destinations experience a surge in visitors only during peak times, leading to overcrowding and a strain on local resources. In contrast, off-peak seasons can result in low demand, making it difficult for businesses to sustain operations year-round.
Additionally, infrastructure in some domestic destinations may not be as developed as in popular international tourist hotspots, which can affect the overall experience for travelers who may be accustomed to international standards, thus limiting the potential growth of domestic tourism in certain areas.
Marketing and awareness are also significant challenges. In many countries, domestic tourism does not receive as much promotion as international travel, leading residents to overlook the rich experiences available within their own borders. Governments and tourism boards need to invest in targeted campaigns to highlight the diversity and appeal of domestic destinations.
The Future of Domestic Tourism
As more people recognize and appreciate the value of exploring their own countries, domestic tourism is expected to continue growing. Governments and tourism operators are increasingly prioritizing the development of domestic tourism infrastructure, such as improved transportation links, affordable accommodation options, and enhanced visitor services.
Technology also plays a key role in promoting domestic tourism. Travel apps and websites now provide residents with easy access to information about local destinations, activities, and deals, making it more convenient than ever to plan a domestic trip. Social media has become a powerful tool for showcasing hidden gems, with travelers sharing their experiences and inspiring others to explore their home country.
Conclusion
Domestic tourism offers immense benefits to local economies, cultural preservation, and environmental sustainability. It allows residents to rediscover their own country while contributing to regional development and fostering national unity. As the world continues to adapt to evolving travel patterns, domestic tourism will remain an essential driver of growth and resilience in the global tourism industry.
Juliet E. Dagadu
Intern, Ghana Tourism Authority (Marketing Dept.)
KNUST
