Ghana stands at an important crossroads in its tourism development. Beyond our beaches, heritage sites, festivals and cultural attractions lies a major opportunity that can significantly expand tourism revenues: Meetings, Incentives, Conferences and Exhibitions (MICE) tourism.
MICE is no longer a niche segment of tourism. It is a major component of the global travel economy. The Global Business Travel Association (GBTA) estimates that global business travel spending reached about US$1.47 trillion in 2024, with spending projected to exceed US$2 trillion by 2028.
The growth trajectory is equally compelling. The 2024 WTM Global Travel Report, based on Tourism Economics research, found that international business visits grew by about 19% in 2024, compared with approximately 11% growth in leisure visits. Business visits are projected to grow by around 50% between 2024 and 2030, significantly faster than leisure travel.
This presents a major opportunity for Ghana.
The Ghana Tourism Authority’s (GTA) 2025 Tourism Report recorded 1,306,962 international arrivals, with business travel accounting for 31% of international arrivals. Even more significantly, the entertainment and conference segment recorded 14.3% growth.
These figures tell an important story: business travel is already a major driver of Ghana’s international tourism, while demand for conferences and related events is growing.
Recent events such as the Global Assemblies of God Conference and the 2026 Call to the Ghana Bar ceremony at the IGCC Auditorium further demonstrate Ghana’s capacity to host significant gatherings. However, these successes should not remain isolated events. Ghana must transform its experience in hosting conferences into a deliberate strategy for competing for international conferences, conventions and exhibitions.
Why MICE Matters
The economic value of MICE extends well beyond the conference venue. Business visitors spend on accommodation, air travel, ground transportation, restaurants, entertainment, shopping and tourism experiences.
GBTA estimates that a business traveller spends an average of about US$834 per trip, including approximately US$312 on accommodation, US$176 on air travel, US$153 on food and beverages and US$103 on ground transportation.
For Ghana, this means that attracting a major international conference can generate economic benefits across hotels, airlines, restaurants, transport operators, event companies, tour operators, retailers and local communities.
There is also an opportunity to develop “bleisure” tourism, where business travellers extend their trips for leisure. Global research shows that business travellers are staying longer and combining business with leisure experiences. Ghana can use conferences as a gateway to promote its heritage, culture, cuisine, festivals, nature and creative industries.
Ghana’s Competitive Advantage
Ghana possesses several advantages that can support its emergence as a leading African MICE destination: political stability, democratic credentials, international air connectivity, a rich cultural heritage, renowned hospitality, strong diaspora connections and the presence of the AfCFTA Secretariat in Accra.
The GTA has established a foundation for MICE development and is recognised professional member of the International Congress and Convention Association (ICCA). The challenge now is to move from participation to leadership.
Establish a Ghana Convention Bureau
One of the most important steps Ghana can take is to establish a fully operational Ghana Convention Bureau.
The Bureau should identify international conferences and exhibitions, prepare bids, coordinate hotels, airlines and venues, support event organisers, promote
Ghana internationally and measure the economic impact of events.
It should work closely with the GTA, relevant government institutions, local authorities and the private sector to create a coordinated national business-events strategy.
Invest in World-Class Infrastructure
Institutional capacity must be matched by infrastructure. Ghana should pursue the development of a world-class convention facility with a minimum capacity of 20,000 participants, while accelerating the redevelopment of the Accra International Trade Fair Centre into a modern hub for conventions, exhibitions and international trade events.
Such infrastructure would allow Ghana to compete for major international congresses, religious conventions, professional associations, exhibitions and corporate events that exceed the capacity of existing venues.
From Hosting to Competing
The global numbers demonstrate that MICE is a substantial and growing economic opportunity. Ghana’s own statistics show that the market is already significant domestically, with business travel representing 31% of international arrivals and the conference and entertainment segment growing by 14.3%.
The strategic response should therefore be clear.
Ghana must move from hosting conferences to competing for them; from waiting for events to bidding for them; and from possessing tourism potential to becoming one of Africa’s leading MICE destinations.
Ghana can no longer afford to treat MICE tourism as a peripheral activity. With business travel accounting for 31% of international arrivals and the entertainment and conference segment recording 14.3% growth 2025.
His Excellency President John Dramani Mahama’s vision to develop Accra Convention Centre deserves strong commendation. Government must now translate that vision into reality by establishing a national Convention Bureau, developing a world-class convention facility with a minimum capacity of 20,000 instead of 3,000 capacity, and accelerating the redevelopment of the Accra International Trade Fair Centre.
The time to act is now. Ghana must move from hosting conferences to competing for them—and from possessing tourism potential to commanding a leading position in Africa’s MICE industry.
With a dedicated Convention Bureau, modern convention infrastructure, aggressive international marketing and strong public-private partnerships, MICE tourism can become a powerful engine for tourism growth, employment, foreign exchange and national development.
Source: Arc. Ekow Sampson
