South Africa's tourism sector employed nearly 1 million people in 2024. This represents 5.7% of the nation's total employment, according to recent data. Tourism now employs more people than both the mining and agriculture sectors.
This significant employment figure reflects tourism's broad reach across various industries. It includes accommodation, transport, attractions, events, and small businesses. The sector's expansion signals its growing importance as a major driver of economic activity and job creation.
Ghana’s tourism sector faces similar opportunities for growth and job creation. Like South Africa, Ghana has rich cultural heritage and natural attractions that can attract international visitors. Data from the Ghana Tourism Authority indicates a steady increase in tourist arrivals over the past decade. This trend suggests that strategic investment could yield comparable employment benefits for Ghana. Policymakers can learn from South Africa's experience in strengthening the sector's contribution to the national economy.
Professor Elmarie Slabbert, research director at Tourism Research in Economics, Environs and Society (TREES) at North-West University, stated that tourism is a major source of jobs and economic output. She emphasized the need for policymakers to support the sector. Professor Slabbert noted its ability to create opportunities across different skill levels and regions, making it central to economic inclusion.
The expansion of tourism's contribution to Gross Domestic Product (GDP) is also notable. In 2019, tourism accounted for 3.7% of South Africa’s GDP. By 2024, this figure rose to 4.9%. This means that for every GHS 100 generated in the economy, GHS 4.90 is linked to tourism activities. This growth shows the sector's potential to contribute even more if properly managed.
Future engagement will focus on converting tourism demand into trade agreements. Events like Africa’s Travel Indaba 2026 aim to connect buyers, exhibitors, and destination marketers. Such platforms help position countries in the global market and attract more international visitors. These efforts could significantly boost economic activity across the African continent.
Collaboration across African countries is also crucial for increasing visitor numbers. Professor Slabbert suggests aligning visa systems, marketing efforts, and travel routes. This would present Africa as a unified destination. Tourists often do not see national borders in the same way governments do, making regional collaboration beneficial.
Addressing skills gaps, particularly in management, is another key area. A TREES study identified a lack of strategic leadership within the sector. While entry-level training is common, there is a need for middle and senior management skills. These skills are vital for making decisions that influence growth and investment in tourism.
Investment in infrastructure remains central to tourism performance. Roads, signage, digital systems, and transport networks need upgrades to support visitor movement. Safety and security are equally important factors influencing travel decisions. Visitors will choose other destinations if they do not feel secure. Targeted investment in infrastructure and security, combined with skills development, can strengthen tourism’s role in economic growth and job creation.