Ghana’s Year of Return in 2019 proved that well thought out cultural initiatives can reap far reaching benefits both locally and abroad.
When the COVID 19 pandemic began, African tourism was one of the most affected sectors. In Kenya, where tourism accounts for 4.4 per cent of the GDP, numbers dropped drastically and forcing many establishments to close or downsize. More recently, the discovery of the Omicron variant by South African scientists saw travel advisories and bans quickly put in place. Not surprisingly, black African countries were top on the advisory list despite the fact that the variant was also present in Europe way before it was discovered in South Africa.
As we move forward, African countries might need to rethink their tourism marketing strategies and perhaps, bring to focus to niche visitors who are looking for more than a safari and pictures at an orphanage. Fellow Africans and those in the diaspora, are an often overlooked segment when it comes to tourism despite a significant number now having the means and renewed interest to travel within Africa.
Ghana’s Year of Return as a programme, not only strengthened cultural ties but also boosted the tourism economy of the country. Year long activities commemorated the resilience of African people 400 years since slavery took root. Here are just a few things other African countries can take note of:
Ease of travel
While COVID restrictions have changed the way people travel you now have to be fully vaccinated and have a negative PCR test to enter the country. Still, Ghana has always been at the forefront of welcoming African visitors. According to the Africa Visa Openness Report 2017 by the African Development Bank (AfDB): “Ghana now offers visa-free access to a third of AU member states and visas on arrival to the other two-thirds. In so doing, the country has made the most progress of all African states toward a visa-free Africa for Africans,”.
Rekindling a lost heritage
Ghana has been able to strike a chord with African American citizens by connecting them to an African heritage that they have long been denied. The government even offered citizenship following the George Floyd protests. “We have emphasised that for people who can trace their ancestry to Ghana, the country is their home and home is where you go,” said Ghana’s Ambassador to the United States H.E Dr. Barfuor Adjei-Barwuah. This has not only attracted those wanting to move or visit but it also signals that the country is ready and willing to offer refuge from the struggles of being a black minority.
Focus on strengths
Africa is a vast continent with each country offering unique and unforgettable experiences. From sand dunes in Namibia, rapids in Jinja, Uganda, whale spotting in Mombasa, Kenya, the amazing live music night life of Kinshasa, Congo to the historic church in Lalibela, Ethiopia…the list goes on and on. Ghana changed its painful history as a slave port into a story of restoration. By historical amends and welcoming the descendants of slavery back, visitors flocked to enjoy the warm climate, the beaches, markets and nightlife. The Year of Return not only attracted 1.13 visitors in 2019 compared to 95,6372 the year before, it also injected about $1.9 billion into the economy. The experience further influenced many African Americans to settle there or invest.
Research and Organisation
To pull off the Year of Return was no mean feat, the country promoted and organised the event both at home and abroad. Events such as PANAFEST, Afrochella as well as tours to historical sites were well planned and executed. Notable international black celebrities such as Idris Elba, Cardi B, Micheal Jai White, Boris Kdjoe were also tapped to bring the glitz and glamour and further rise the profile of the event. Black tourists, already primed by the movie Black Panther (another missed moment for many tourist boards), were more than happy to visit and enjoy the rich ancestral cultural heritage.