The Powerful Link Between Tourism and Sports: Why Ghana Tourism Authority Promoted the Black Stars vs. Chad Match

Recently, I came across a comment questioning why the Ghana Tourism Authority (GTA) was actively promoting the Black Stars vs. Chad World Cup qualifier. The question was: What does tourism have to do with sports?

Well, let’s take this opportunity to enlighten the public.

How Tourism and Sports Work Together

Tourism and sports are closely linked. Sporting events draw large crowds, create opportunities for cultural exchange, and significantly boost the local economy. That’s why the Ghana Tourism Authority strategically aligned itself with the Black Stars match—to position Ghana as a top-tier tourist destination.

The Tourism Experience at the Stadium

At the match, we intentionally infused elements of Ghanaian culture to enhance the experience for both local and international visitors:

Cultural Performances: The Ghana Dance Ensemble showcased traditional dances, celebrating our rich heritage.

Local Hospitality: A dedicated VIP bar served authentic Ghanaian drinks and delicacies, offering dignitaries a taste of our culinary excellence.

Promoting Ghana’s Attractions: Key tourist sites, including Cape Coast Castle, Wli Waterfalls, the Independence Arch, the Larabanga Mosque, and Shai Hills, were prominently displayed at the stadium to highlight Ghana’s travel destinations.

Learning from Global Success Stories

Other nations have successfully merged tourism with sports. A great example is Rwanda’s partnership with Arsenal Football Club. The Visit Rwanda campaign, featured on players’ sleeves, significantly increased the country’s visibility, leading to a rise in tourism arrivals. In 2018, Rwanda welcomed 1.71 million visitors—an 8% increase from the previous year.

Our Leadership and Gratitude

This initiative was spearheaded by our dynamic and internationally recognized Events, PR & Marketing Expert, Mrs. Maame Efua Houadjeto, CEO of the Ghana Tourism Authority.

We also extend our heartfelt appreciation to:

Dr. Randy Abbey

Mr. Julius Neequaye Kotey, CEO of the Driver and Vehicle Licensing Authority

Hon. Abla Dzifa Gomashie, Minister of Tourism, Arts, and Culture

Their support made this collaboration a success.

The Bigger Picture: Sports Tourism

Sports tourism is a growing niche in the travel industry. Major sporting events attract visitors, boost tourism revenue, and showcase a country’s cultural heritage to the world.

At the Ghana Tourism Authority, we are committed to innovative strategies that position Ghana as a must-visit destination. Sports is just one of the many exciting ways we’re making that happen.

By:

Gilbert Abeiku Aggrey

CMP / MPM / ACIMG

Deputy CEO, Ghana Tourism Authority

#ResettingGhana #FeelGhana #VisitGhana #GhanaTourism #AbeikuSantana #MrTourism #SportsTourism