UCC Professor Issahaku Adam Advocates for National Tourism Master Plan and Strategic Investment

Professor Issahaku Adam of the University of Cape Coast (UCC) has called on the Ghanaian government to move beyond uncoordinated, short-term strategies and adopt a comprehensive, long-term master plan for tourism development. Speaking at his inaugural lecture, the academic emphasized that while Ghana possesses vast natural and cultural tourism resources, the nation has failed to fully realize its potential due to a lack of deliberate state investment and a fragmented approach to the sector's growth. He stressed that a more coordinated strategy is essential to transform these resources into sustainable, world-class destinations.

During his address, Prof. Adam criticized the current "piecemeal" approach to tourism, noting that many potential attractions remain underdeveloped because national resources are not properly aligned with development ambitions. He advocated for a structured transition toward a destination-led development model, which requires significant improvements in infrastructure and local governance. Central to his proposal is the decentralization of tourism management, which would empower local authorities to take ownership of attractions within their jurisdictions, thereby fostering a more sustainable and community-centered tourism ecosystem.

Beyond infrastructure, the UCC don highlighted the economic necessity of strengthening local tourism value chains. He pointed out a significant "leakage" of tourism revenue, where a substantial portion of expenditure from the sector leaves the country and the continent rather than benefiting the local economy. To combat this, Prof. Adam urged for stronger private-sector involvement to create a viable market for services and products. By integrating local suppliers into the tourism industry and improving local value chains, Ghana can ensure that more revenue is retained domestically to support broader economic development goals.

The call for a national tourism master plan arrives at a time when Ghana is seeking to solidify its position as a major travel hub in West Africa. Prof. Adam’s recommendations suggest that without a coordinated policy framework and sustained leadership, the sector will remain a collection of untapped opportunities. He concluded that only through a marriage of strategic state investment, decentralized management, and robust private-sector partnership can Ghana transform its rich heritage into a cornerstone of national prosperity.