Ejiro Efenudu
Ghana is taking bold steps to position itself as a premier destination for sports tourism and a hub for global diaspora engagement, according to the Deputy Chief Executive Officer of the Ghana Tourism Authority (GTA), Mr. Gilbert Abeiku Aggrey, popularly known as Abeiku Santana.
Speaking during an engagement with sports stakeholders and members of the press, Mr. Aggrey highlighted the strategic role that sports, particularly football, play in Ghana’s growing tourism ecosystem. He emphasized that the Ghana Tourism Authority is actively leveraging sports to promote peace, national unity, cultural exchange, and global cooperation.
“The vision of our CEO, Maame Efua Houadjeto, is to deepen our relationship with sporting clubs, especially football teams, and support them in promoting Ghana as a tourist destination,” Mr. Aggrey stated.
He pointed out that sporting events—both local and international—are powerful tools not only for entertainment but for driving economic development, increasing international visibility, and fostering a renewed connection between Ghana and the global African diaspora.
Football as a Catalyst
According to Mr. Aggrey, football remains the most popular and influential sport in Ghana, with a loyal following that cuts across age, region, and socioeconomic background. This provides a unique opportunity to fuse the passion of sports with the objectives of tourism development.
“From the Ghana Premier League to the Black Stars and community-based tournaments, football continues to unite us and spark national pride. We’re now capitalizing on this to attract fans, scouts, and tourists from across the continent and the world,” he explained.
He added that partnerships are underway with top-tier football clubs, event organizers, and influencers to promote Ghana’s rich tourism assets—including heritage sites, vibrant cities, beaches, culinary scenes, and music festivals—alongside major sporting events.
Diaspora Engagement Through Sports
Ghana’s Year of Return in 2019 and its follow-up campaign, Beyond the Return, set a strong precedent for international diaspora engagement. Now, the GTA is introducing sports tourism as a new pillar in its diaspora strategy.
“Sports offer a universal language,” said Mr. Aggrey. “Through friendly matches, tournaments, and collaborative training camps, we can engage with our brothers and sisters abroad while creating memories that showcase the spirit and hospitality of Ghana.”
Plans are in motion to host regional and international sports tourism expos, with invitations extended to diaspora athletes, coaches, and fans. These activities are expected to boost inbound travel, create jobs, and enrich cultural ties.
Infrastructure and Innovation
The Ghana Tourism Authority is working with key agencies to ensure that Ghana’s sports infrastructure meets international standards. Mr. Aggrey confirmed that efforts are underway to upgrade stadiums, improve visitor experiences, and develop integrated tourism packages around sports events.
He cited the recent hosting of the 13th African Games as a major win for Ghana’s reputation as a sports-friendly nation. “The successful organization of the Games is proof that Ghana can handle large-scale events while promoting tourism and cultural values,” he noted.
In addition, digital campaigns are being deployed across social media platforms to market Ghana’s sports tourism potential. Virtual tours, influencer endorsements, and online ticketing innovations are part of the GTA’s evolving toolkit to attract the tech-savvy global youth audience.
Public-Private Partnerships
The GTA is also inviting private investors and corporate sponsors to support the expansion of sports tourism. By aligning business goals with national tourism objectives, the Authority aims to create a sustainable ecosystem that benefits local communities and enhances the visitor experience.
“We encourage hotels, airlines, transport companies, and media houses to partner with us in building Ghana’s sports tourism identity,” said Mr. Aggrey. “There is a vast opportunity here to transform how people experience sports and travel.”
