Accra: As Europe faces growing discontent over overtourism, Ghana is being presented with a strategic opportunity to redefine its position on the global tourism map, not as a substitute, but as a sustainable, culturally rich destination rooted in long-term growth and inclusive development. From Venice to Barcelona, Amsterdam to Dubrovnik, iconic European destinations are grappling with what experts now call ‘tourism fatigue.’ What was once celebrated as economic recovery post-pandemic has rapidly evolved into social unrest, environmental degradation, and cultural dilution.
According to Ghana News Agency, Mr. Emmanuel Frimpong, Founding President of the Africa Tourism Research Network (ATRN) and Tourism Expert, believes that while Europe recalibrates, Ghana could rise. He said the phenomenon of tourism fatigue was driven by several interlinked factors, including overcrowding, rising living costs, cultural erosion, and ecological damage. ‘Residents in many European cities are increasingly pushing back. Some with protests, others through policy interventions like tourist taxes and cruise ship restrictions.’
He emphasized that unregulated tourism could damage the very assets it seeks to promote, so for Ghana, still in the early phases of developing a robust tourism industry, this offers a timely wake-up call. ‘With strategic planning and foresight, the country can learn from Europe’s missteps and craft a tourism sector that is not only competitive but resilient and inclusive.’
Mr. Frimpong highlighted Ghana’s rich cultural heritage, biodiversity, and historical landmarks, from the haunting slave forts of Cape Coast and Elmina to the savannahs of Mole National Park, the rainforests of Kakum, and the breathtaking landscapes of the Volta Region. ‘Initiatives like the ‘Year of Return’ and ‘Beyond the Return’ have generated significant global interest, especially among the African diaspora. These campaigns have laid the foundation for a new kind of cultural and heritage tourism, that connects people not just to places, but to identity and history.’
He observed that as travelers increasingly seek authentic, immersive, and less commercialized experiences, Ghana is well-placed to position itself as a premier destination for meaningful travel. He added that the proposed Black Star Experience, if thoughtfully executed, could further enrich this narrative. The ATRN Founding President said Ghana could also benefit from global shifts, like eco and community-based tourism, by leveraging natural landscapes and empowering local communities through sustainable models.
‘With remote work now mainstream, Ghana can attract long-stay travelers in search of affordable, culturally vibrant locations. Tourists are looking for hands-on, enriching experiences, from traditional crafts and cuisine to local festivals and homestays.’ He, however, noted that Ghana must proceed with caution, especially with some recent signs of emerging overtourism at sites like the Kwame Nkrumah Memorial Park and Shai Hills Reserve, underscoring the importance of proactive planning.
He mentioned other pressing challenges, including inadequate transport networks, accommodations, and sanitation, which could hamper visitor experiences, as well as competition on the global stage that demands stronger branding, digital presence, and strategic partnerships. ‘Without clear frameworks on sustainability, taxation, and benefit-sharing, the sector also risks exploitation and inefficiency,’ he added.
Mr. Frimpong noted that in order for the country to navigate this pivotal moment, Ghanaians must promote lesser-known regions and activities to distribute visitor numbers more evenly, improve roads, domestic airports, and internet connectivity to boost accessibility.
He urged the government and the private sector to invest in training local tour guides, hospitality professionals, and community leaders, enforce protections for heritage and ecological sites, and encourage responsible tourism behaviors. The sector should also foster lasting cultural and emotional connections with descendants of African heritage worldwide.
Tourism fatigue in Europe is more than a challenge for established destinations. It is a global signal for change. For Ghana, this is a defining moment to chart a new course, not to chase numbers, but to cultivate meaningful growth that uplifts communities, protects heritage, and delivers unforgettable experiences to visitors.
If approached with vision and care, Ghana’s tourism sector could become a beacon of sustainable development, not just for Africa, but for the world.