GTDC digital tourism platforms harness strategic data to drive investment, sector growth

By Ernest Bako WUBONTO

The Ghana Tourism Development Company (GTDC) has released its first comprehensive data report following the launch of its dual digital platforms.

The initial findings from the Ghana Tourism Investment Platform (GTiP) and the Ghana Tourism Marketplace (GTM) demonstrate a shift toward a data-driven approach designed to de-risk investment and optimise visitor spending across the national tourism landscape.

The GTDC aims to provide the precise metrics necessary to drive long-term sector growth by transitioning from traditional promotion to digital intelligence gathering.

GTDC Chief Executive Officer Professor Kobby Mensah noted that while GTiP is not currently positioned as a revenue-generating subscription service, its value lies in providing high-fidelity data to government and private partners, ensuring that future infrastructure investments are targeted where they will have the greatest impact on tourism viability.

“With full deployment, expanded supplier onboarding and stronger marketing integration, both platforms have the potential to significantly enhance tourism investment flows, visitor spending and long-term sector development,” he said.

Data generated by the Ghana Tourism Investment Platform (GTiP) has provided an in-depth look into the composition of Ghana’s tourism portfolio, with the analytics revealing that eco-tourism currently represents the largest share of listed opportunities at 33 percent; leisure and heritage-cultural tourism follows, with each accounting for 13 percent.

Furthermore, the data highlights an emerging trend in hybrid tourism products that integrate adventure, sports and beach offerings.

This comminuted profiling allows GTDC to move beyond generalised marketing, instead offering potential investors a structured and transparent view of the specific niches that define Ghana’s evolving appeal.

Beyond market composition, GTiP serves as a critical diagnostic tool for national infrastructure development. Current platform data indicates a robust baseline for digital and physical access, with 100 percent of profiled sites currently possessing electricity, Internet connectivity and road access.

However, the data has also pinpointed a significant structural bottleneck, as the platform recorded zero availability of treated water across all listed sites.

The GTM database

The operational data from the Ghana Tourism Marketplace (GTM) provided further validation of digital demand during its inaugural live-usage phase in December 2025. Between December 1 and December 26, 2025, the platform processed 76 bookings, generating a total revenue of GH?25,662.24.

Analysis of these transactions reveals that the “AccraByNight” tour is the dominant revenue driver, accounting for 93 percent of total platform earnings, with a turnover of GH?23,940, with average booking values stabilising between GH?200 and GH?600.

The data provides clear evidence of the price points that resonate with the current market, providing local operators with the insights needed to calibrate their offerings for maximum return.

While categories such as accommodation and transport recorded no revenue during the initial pilot, GTDC’s data analysis attributes this to supplier onboarding timelines rather than a deficit in market interest.

This distinction is vital for growth strategies, as it confirms that the digital demand exists and merely requires expanded supplier integration.

Professor Kobby Mensah emphasised that by utilising these platforms as data engines, GTDC is effectively positioning Ghana as a sophisticated, evidence-based destination, ensuring that every cedi invested in the sector is guided by real-time market intelligence and verified consumer behaviour.

The Public Relations (PR) Unit of the Ministry of Tourism, Culture and Creative Arts (MoTCCA), which released the date, assured continuous periodic updates to inform the public and influence investment.

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