The Year of Return (2019), a landmark initiative launched by the Ghanaian government, marked a pivotal chapter in the nation’s historical and cultural journey.
This initiative served as a powerful invitation for members of the African diaspora, particularly African Americans, to rediscover their roots by visiting Ghana and exploring their ancestral heritage.
Building upon the success of this event, the initiative expanded into the Beyond the Return program in 2020, designed to sustain the momentum and foster long-term engagement.
These initiatives have been instrumental in reshaping Ghana’s tourism framework while catalyzing transformative changes in domestic marketing and local tourism patterns.
The Year of Return was conceived to commemorate the 400th anniversary of the arrival of the first enslaved Africans in Jamestown, Virginia, in 1619. While the campaign had far-reaching global resonance, its local ramifications were profound. It illuminated Ghana’s rich cultural heritage and provided new avenues for promoting a collective sense of national pride and identity. The initiative attracted considerable attention both domestically and internationally, spurring a tourism renaissance that rippled through various sectors of Ghana’s economy.
According to the Ghana Tourism Authority (GTA), over 1 million visitors arrived in Ghana in 2019, marking an impressive 20% increase compared to previous years. Many of these visitors were part of the African diaspora, with a significant number traveling to Ghana specifically for the Year of Return events and commemorations. This surge in international tourists directly contributed to economic growth, especially in the hospitality, transport, and retail sectors (GTA, 2020).
For domestic tourism, the Year of Return acted as a catalyst, rekindling national appreciation for the country’s historical sites, cultural landmarks, and natural wonders. As diaspora communities visited iconic locations such as Cape Coast Castle, Elmina Castle, and the W.E.B. Du Bois Center, local populations were afforded a rare opportunity to engage with international visitors and exhibit their heritage. Simultaneously, Ghanaians began to rediscover the importance of their history, which deepened the collective pride in the nation’s role in the transatlantic slave trade and its broader African legacy.
Within domestic marketing, the focus shifted toward amplifying these historical and cultural narratives, using the Year of Return as a vehicle to highlight Ghana’s pivotal role in the African diaspora’s story. This strategic shift led to the rise of cultural tourism as a central theme in national marketing, encouraging locals to engage with their heritage. What began as an initiative directed at the global African diaspora gradually evolved to appeal to the local population, stimulating a new era of domestic tourism grounded in national pride.
In the wake of the success of the Year of Return, the Beyond the Return initiative was launched in 2020 to extend the impact of the original program. Its primary aim was to develop sustainable tourism models and cultural exchange initiatives while encouraging both the African diaspora and Ghanaians to engage more deeply with the country’s rich history, diverse cultures, and traditions. This initiative encouraged both the diasporas and the local communities to eat Ghana, wear Ghana, share Ghana, and to invest in Ghana.
Domestic tourism became a foundational element of the Beyond the Return strategy. By promoting novel tourism products and experiences, the program sought to reduce Ghana’s dependency on international visitors and stimulate local engagement. Marketing efforts shifted toward encouraging Ghanaians to explore their own country and support local enterprises in sectors like hospitality, transport, and the arts. One notable development was the promotion of community-driven tourism, which emphasizes the involvement of local populations in managing and benefiting from the tourism sector. Ghanaians were urged to discover off-the-beaten-path destinations, immerse themselves in the country’s cultural diversity, and engage with indigenous communities. This not only boosted local economies but also facilitated a deeper understanding of the regional contrasts across the country, from the bustling urban hubs of Accra and Kumasi to the tranquil beauty of regions like Volta and the Western areas.
Additionally, the Beyond the Return initiative sought to foster year-round tourism, countering the typical reliance on seasonal international visitors. By leveraging a sense of national pride, the campaign encouraged Ghanaians to actively participate in an array of cultural events, festivals, and local customs, ensuring a continuous flow of domestic travelers throughout the year. The government played an active role by improving infrastructure—upgrading transport systems, roads, and accommodation options—thus making domestic travel more accessible to a wider range of Ghanaians.
One of the most notable outcomes of the Year of Return and Beyond the Return has been the transformation of December into a central tourism period for Ghana. December has long been a time for Ghanaians living abroad to return home, reconnect with family and friends, and celebrate the festive season. In 2019, during the Year of Return, the Ghana Tourism Authority, under the Ministry of Tourism, Arts, and Culture, officially launched the #DecemberInGH campaign to position Ghana as the premier destination for the December holiday season, not only for the global African family but for people from all walks of life.
Since its inception, the campaign has far exceeded expectations, placing Ghana on the international stage and highlighting the country as a prime holiday destination, drawing visitors from various backgrounds, including several Hollywood celebrities. However, December in GH is more than just about boosting tourism numbers; it has become a rallying point for the global African family to come together and celebrate African arts and culture.
The campaign features a curated calendar of events, officially supported by the Ghana Tourism Authority through the Beyond the Return Secretariat, making it one of the most anticipated schedules for travelers. Many people now plan their trips to Ghana specifically to attend these events. The December in GH movement is helping to promote African music, fashion, cuisine, and other cultural practices, which align with the three key pillars of the Ministry of Tourism: tourism, arts, and culture.
Moreover, several of these events are deeply connected to the goals of the Beyond the Return initiative, continuing to engage the African diaspora by celebrating their shared history and culture. Historically, this month has been a time for Ghanaians to reunite with family, travel, and celebrate the holiday season. However, with the global attention garnered by the Year of Return, December has transformed into a major tourism season, drawing both domestic and international visitors.
The December in Ghana phenomenon has evolved into a distinct brand, attracting people from around the world, particularly members of the African diaspora. Major cultural events such as Chale Wote, Afrochella, and the Ghana Music Awards now draw large crowds, while local businesses experienced a significant surge in demand during this period. December has become a celebration of Ghana’s arts, culture, and heritage, solidifying the country’s position as a leading holiday destination.
According to the Ghana Tourism Authority, the months of December, especially during the Year of Return (2019), saw a dramatic increase in tourist numbers, with over 400,000 visitors arriving in the country during the holiday season alone (GTA, 2020). This has made December a prime period for both domestic and international tourism, as the country’s cultural events attract visitors from across the globe.
For domestic tourism, December presents a unique opportunity for Ghanaians to engage with their cultural offerings. Many locals, who may not have traveled within the country during other months, are drawn to the variety of events, concerts, and festivals that are hosted nationwide. The holiday season also stimulates local entrepreneurship, with the influx of both local and international visitors providing economic opportunities in hospitality, retail, and entertainment
The Year of Return and Beyond the Return campaigns have had a profound and lasting impact on domestic tourism and marketing in Ghana. These initiatives have brought global attention to the country and inspired Ghanaians to reconnect with their history and culture.
Through strategic marketing, cultural advocacy, and community-based tourism efforts, domestic tourism has flourished, contributing significantly to Ghana’s economic development. Furthermore, the transformation of December into a peak tourism season has cemented Ghana’s reputation as a year-round destination for locals and global travelers.
In the long run, the Year of Return and Beyond the Return has empowered Ghanaians to embrace their heritage while creating sustainable growth opportunities within the domestic tourism sector. By deepening the connection between Ghanaians and their national identity, these initiatives have laid the foundation for a more dynamic, inclusive, and resilient tourism industry in Ghana.
By: Grace Kaa Quaye | Marketing Department, Ghana Tourism Authority.
References:
1 . Ghana Tourism Authority (GTA). (2020). Tourism Statistics Report 2020. Accra: Ghana Tourism Authority.
2. Ghana Tourism Authority (GTA). (2020). Beyond the Return: A Strategy for Sustainable Tourism and Cultural Exchange.
3 .Ghana Tourism Authority (GTA). (2020). The Impact of the Year of Return on Ghana’s Tourism. [online] Available at: www.ghana.travel
4. Ghana News Agency (GNA). (2020). Year of Return Boosts Domestic Tourism. [online] Available at: www.gna.org.gh
5.Ghana Broadcasting Corporation (GBC). (2019). Promoting Domestic Tourism Through Heritage Sites. [online] Available at: www.gbcghanaonline.com
6.Afrochella. (2021). Celebrating African Culture in December: The Rise of Afrochella in Ghana. [online] Available at: www.afrochella.com
7. Ghana Tourism Authority (GTA). (2021). Beyond the Return: New Opportunities for Domestic Tourism. [online] Available at: www.ghana.travel
