Abla Dzifa Gomashie seeks to diversify tourism through local culture

Tourism Minister Abla Dzifa Gomashie has announced a strategic shift in Ghana's tourism sector, moving beyond historical monuments like forts and castles to prioritize intangible cultural heritage. This new approach focuses on promoting Ghanaian food, fashion, and music as primary attractions for both international and domestic visitors. The Minister emphasized that these cultural elements represent a significant untapped market that can redefine the country’s global appeal and provide a more immersive experience for tourists.

Speaking on the expansion strategy, the Minister highlighted the potential of the northern regions, which she noted have been traditionally overlooked in national tourism marketing. She urged regional leaders and local authorities to proactively identify lesser-known sites within their jurisdictions and work with tourism experts to package them professionally. Specific emphasis was placed on traditional Ghanaian cuisine, with the Minister citing the international popularity of dishes like jollof rice as a major draw for gastro-tourism that should be leveraged more effectively.

To support this diversification, Gomashie called for significant improvements in infrastructure and marketing across all 16 regions. She revealed that a list of critical roads has been submitted for enhancement to ensure easier access to remote tourist sites. The Minister pointed to the success of the revamped Kwame Nkrumah Memorial Park as evidence of how targeted investment and improved promotion can dramatically increase visitor numbers. She stressed that better collaboration between the ministry and regional stakeholders is essential to uncovering and developing these hidden gems.

The push for diversification is expected to create more economic opportunities by shifting the focus toward experiential tourism, where visitors engage directly with local artisans and musicians. By broadening the scope of what Ghana offers, the government aims to create a more resilient and inclusive tourism economy. The Minister concluded by urging Ghanaians to take pride in their local heritage, framing it not just as a cultural asset but as a vital economic engine for the nation's future development.