Domestic tourism refers to the movement of people within a country for leisure, recreation, or relaxation over 24 hours to less than a year.

On the other hand, domestic marketing involves promoting, distributing, and selling goods and services within a specific country—in this case, Ghana. Ideally, domestic marketing should cater to the unique needs of the local population while considering the legal, economic, and cultural environment. But does it truly achieve this?

In Ghana, successful domestic marketing must be tailored to local consumer preferences, language, and behavior while striving to meet international standards. This interplay between local customization and global alignment sets the foundation for enhancing domestic tourism.

Marketing Domestic Tourism

Identifying the Target Market

Effective promotion of domestic tourism begins with understanding the audience. Who are the people engaging in domestic travel? What are their preferences, travel interests, and behavioral traits? It’s not common for the average Ghanaian to travel solely for relaxation. When they do, their choice of accommodation—whether it’s an Airbnb, hotel, motel, or staying with friends—plays a crucial role in their experience. Meeting their expectations for both travel and accommodation is vital to encouraging repeat visits and increasing overall participation in domestic tourism.

Developing Marketing Strategies

In the age of social media platforms like TikTok, Snapchat, and Instagram, Ghana has an unprecedented opportunity to showcase its hidden tourist attractions. For instance 2023, domestic tourism rebounded by 110%, with residents accounting for 83% of visits. This growth illustrates the potential of exposing lesser-known destinations through digital channels. An example is Emancipation Beach in Keta—once underappreciated until TikTok brought it to public attention. Leveraging these platforms can significantly enhance visibility and engagement with local attractions.

Creating Events and Festivals

Ghana is renowned for its vibrant events, especially in December. While traditional attractions like Kakum National Park and the Kwame Nkrumah Memorial Park remain popular, contemporary events such as Tidal Rave, Chale Wote Festival, and Hogbetsotso Carnival are gaining traction. In 2023, the Kwame Nkrumah Memorial Park welcomed 208,577 visitors, yet only 15% were residents. To increase resident participation, more emphasis should be placed on fostering, investing in, and promoting diverse events and festivals nationwide.

Offering Special Packages and Discounts

Many hotels, apartments, and tour operators offer discounts and loyalty rewards during peak seasons like Christmas. This approach boosts patronage and profitability. For instance, in 2023, accommodation revenue increased by 34.61%. Offering regular discounts could sustain this growth while attracting more domestic travelers outside traditional peak periods.

Tailoring Strategies to Local Preferences

To ensure success, domestic marketing strategies in Ghana must adapt to the cultural and economic realities of its people:

• Language Consideration: While English and Twi are widely spoken, marketing in local languages like Hausa, Ewe, or Ga can enhance regional engagement.
• Cultural Sensitivity: Understanding and respecting local customs and traditions is critical. For instance, when witnessing the ceremonial practices of the Anlo people, such as walking backward in white garments, respectful curiosity is more appropriate than judgment or mockery.
• Economic Realities: Pricing strategies must reflect the purchasing power of Ghanaians. For example, in 2023, only 44% of patrons were satisfied with meals from average-priced eateries, compared to 83% satisfaction at higher-end establishments. Addressing such disparities can improve travel experiences for the majority.

Benefits of Domestic Tourism

Promoting domestic tourism in Ghana has numerous advantages, including:

• Economic Growth: Generates revenue, creates jobs, and supports local businesses.
• Cultural Exchange: Encourages appreciation of local traditions and heritage.
• National Pride: Fosters unity and patriotism.
• Infrastructure Development: Drives investment in transportation, accommodation, and amenities.
• Community Engagement: Supports small businesses and local artisans, such as purchasing crafts or local dishes like check during visits to places like Nzulezu.

The Role of Tourism in Domestic Marketing

Tourism is a significant contributor to Ghana’s economy and offers unique opportunities for domestic marketing:

• Highlighting Lesser-Known Attractions: Promote off-the-beaten-path destinations to attract adventurous travelers.
• Cultural Pride Campaigns: Emphasize Ghana’s rich heritage and encourage preservation.
• Affordability Initiatives: Develop packages that cater to diverse income groups, making domestic travel accessible to all.

Challenges in Meeting International Standards

Despite progress, Ghana faces obstacles in aligning with global standards:

• Infrastructure Limitations: Poor transportation and communication networks hinder marketing efforts.
• Digital Divide: Rural areas lack reliable internet access, limiting the reach of digital campaigns.
• Regulatory Hurdles: Navigating evolving business regulations complicates the implementation of best practices.

The Way Forward: Merging Global Standards with Local Realities

To enhance domestic tourism and marketing in Ghana, stakeholders must:

1. Invest in Capacity Building: Train local marketers to bridge the gap between international standards and local needs.
2. Adopt Technology: Leverage digital tools to reach wider audiences.
3. Foster Collaboration: Partner with government agencies, private businesses, and communities for inclusive strategies.
4. Make Data-Driven Decisions: Use market research to better understand and serve domestic consumers.

By addressing these challenges and capitalizing on its cultural and natural assets, Ghana can create a thriving domestic tourism sector that meets global standards while celebrating local uniqueness.

About Author

Juliet E. Dagadu is an intern at the Ghana Tourism Authority (Marketing Department).