Ghana: The Peaceful Destination in Africa

Tourists perceive Ghana as one of the most peaceful destinations in Africa. Studies also confirmed that Ghana is a safe, secure, and tranquil destination. Therefore, in the memory of many visitors, Ghana is a serene place with a rich cultural heritage and friendly people. 

Ghana has earned its brand image as a peaceful destination. Since independence in 1957, the West African country has prioritized democracy,  respect for the rule of law, tolerance, inclusivity and political and economic stability¹. Also, Ghanaians are receptive and treat visitors with love and care. Therefore, Ghana takes pride in being a destination where visitors can have the best experiences of their lives without any worries.

What is Tourism  Destination Image? 

In tourism, an image of a destination is the ideas, beliefs, feelings, expectations, and impressions individuals or groups have about the destination. Therefore, people can perceive a place based on their experience of the place, media, and location. Also, its historical, political, and economic development are considered². 

Ghana, home of Kwame Nkrumah in West Africa, has a unique cultural heritage, natural resources, diverse ethnic groups,  nutritious and healthy local foods, and interesting social beliefs that highlight its identity in Africa. However, its brand is forever linked to Africa, our home and identity as blacks. For clarity and emphasis, Africa is one of the world’s seven continents and is made up of 54 countries, each blessed with a unique and rich cultural heritage and resources. Therefore, though Africans have striking similarities, the beauty of the continent’s diversity must be acknowledged and respected. Every African country, including Ghana, has a destination or brand image for which it is known.

Tourist Attractions in Ghana

Ghana offers a variety of experiences to its visitors. It has beautiful natural landscapes and attractions, including beaches, mountains, lakes, and caves. Also unique to Ghana are its heritage attractions, from the slave trade castles and museums in Cape Coasts to the traditional Ashanti buildings in Kumasi. Also, its wildlife, including Mole parks, cultural festivals, the legacy of Kwame Nkrumah and Christmas and Easter events, makes Ghana an exciting and safe destination worth exploring. 

 The Brand Image of Ghana as a Tourist Destination

As a tourist destination, Ghana has projected and promoted itself to attract global tourists over the years using different terms for different reasons³. For instance, the brands “Year of Return and Beyond the Return” have been employed to attract African American tourists to reconnect with their past. It spotlights Ghana as a home for African Americans, thus welcoming them back to learn about their roots through Ghana’s dark past. 

Other destination images used by Ghana include “hospitable destination, “Ghana, a golden experience,” and “gateway to Africa,” among others.  Europeans and other international tourists are targeted to see a piece of history their ancestors contributed to creating in Africa and experience the sun, wildlife and beaches. Also, Ghana is highly perceived by tourists as a secure and safe destination⁴, birthing the image of a “Peaceful Destination.”  Ghanaians and Africans who form a faithful and appreciable percentage of tourists in Ghana are welcome with “experience and share Ghana” and “one nation, one people, one destiny” slogans.  Though these slogans serve diverse purposes over time, a uniform brand image is essential to position Ghana well in the global tourism market.  

Despite the many images Ghana has been associated with as a destination, only three things stand out: peace, home, and heritage.

“Halcyon Home and Heritage” as the Proposed Tourism Image of Ghana

Therefore, to present Ghana to the international market, the perception of the image of Ghana, which is a peaceful place, is essential. In addition, the unique attractions that distinguish Ghana from the rest, which are the Trans-Atlatic Slave Trade (TAST) castles and museums or cultural heritage attractions, and exciting, educative and colourful festivals and events, must be highlighted and projected in Ghana’s image. 

Therefore, I have coined “Halcyon Home and Heritage” as Ghana’s brand image to welcome local and international tourists. Halcyon depicts Ghana’s peaceful, safe, and secure environment, adding tranquillity and prosperity to the image. Home signifies a place where you feel a sense of belonging, portraying a welcoming atmosphere, and heritage represents the cultural heritage attractions, highlighting the cultural richness of Ghana. 

Therefore, African Americans can find a home in Ghana anytime by visiting and learning about their roots. Other international tourists can explore Ghana’s diverse destinations with a sense of safety and security akin to the comfort of home. Ghanaians can take pride in experiencing the peace, heritage and home they have actively built with a sense of joy and excitement. Therefore,  “Halcyon Home and Heritage” welcomes and appreciates local and foreign tourists to Ghana’s unique and beautiful destinations with a sense of belonging, love and peace. 

Visit Ghana, the “Halcyon Home and Heritage” 

Therefore, visit Ghana if you are ever looking for a safe place and a home away from home to have an exciting experience. The “Halcyon Home and Heritage” is waiting to welcome and honour every tourist. 

By: Huzeima Mahamadu (Tourism Researcher and Storyteller)

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