Ghana Urged to Establish Convention Bureau, Build 20,000-Capacity Facility to Boost MICE Tourism

Ghana has been urged to establish a fully operational national Convention Bureau and invest in a world-class convention facility with a minimum capacity of 20,000 participants as part of efforts to position the country as one of Africa’s leading destinations for business events.

The call was made by Architect Ekow Sampson in an article titled A Case for MICE Tourism in Ghana: From Hosting Conferences to Becoming Africa’s Leading Business Events Destination, in which he argued that Ghana must move beyond relying on its traditional tourism attractions and take advantage of the growing global Meetings, Incentives, Conferences and Exhibitions (MICE) tourism market.

According to him, MICE tourism presents a major opportunity to increase tourism revenue, create employment, attract foreign exchange and stimulate economic activities across several sectors.

He noted that MICE tourism is no longer a niche segment but has become a significant component of the global travel economy.

Citing estimates from the Global Business Travel Association (GBTA), Sampson said global business travel spending reached approximately US$1.47 trillion in 2024 and is projected to exceed US$2 trillion by 2028.

He also referenced the 2024 WTM Global Travel Report, which found that international business visits increased by approximately 19 per cent in 2024, compared with about 11 per cent growth in leisure visits.

The report further projects that international business visits could grow by around 50 per cent between 2024 and 2030, significantly outpacing leisure travel.

Sampson believes these developments present an opportunity for Ghana to strengthen its position in the international tourism market.

He pointed to figures from the Ghana Tourism Authority’s (GTA) 2025 Tourism Report, which recorded 1,306,962 international arrivals, with business travel accounting for 31 per cent of the total arrivals.

He further noted that the entertainment and conference segment recorded 14.3 per cent growth, indicating increasing demand for conferences and related events in the country.

According to him, these figures demonstrate that business travel is already a major contributor to Ghana’s international tourism and should be treated as a strategic area for further investment.

He cited events such as the Global Assemblies of God Conference and the 2026 Call to the Ghana Bar ceremony at the IGCC Auditorium as examples of Ghana’s ability to host significant gatherings.

However, he stressed that such achievements should not remain isolated events, arguing that the country must develop a deliberate strategy to attract and compete for major international conferences, conventions and exhibitions.

Explaining the economic importance of the sector, Sampson said the benefits of MICE tourism extend beyond the venues where conferences and exhibitions are organised.

He explained that business visitors spend money on accommodation, international air travel, ground transportation, restaurants, entertainment, shopping and other tourism experiences.

Citing GBTA estimates, he said a business traveller spends an average of approximately US$834 per trip.

This includes about US$312 on accommodation, US$176 on air travel, US$153 on food and beverages, and US$103 on ground transportation.

He said attracting major international conferences could therefore generate economic opportunities for hotels, airlines, restaurants, transport operators, event management companies, tour operators, retailers and local communities.

Sampson also highlighted the potential of what is known as bleisure tourism, a concept in which business travellers extend their trips to enjoy leisure activities.

He observed that Ghana could use international conferences and business events to encourage visitors to explore the country’s cultural heritage, cuisine, festivals, natural attractions and creative industries.

Sampson identified political stability, democratic credentials, international air connectivity, rich cultural heritage, hospitality, strong diaspora connections and the presence of the African Continental Free Trade Area (AfCFTA) Secretariat in Accra as some of Ghana’s major advantages in developing its MICE tourism industry.

He also acknowledged the foundation established by the Ghana Tourism Authority, which is a professional member of the International Congress and Convention Association (ICCA).

However, he argued that Ghana must move beyond participating in international industry platforms and position itself as a leader in attracting major business events to the continent.

One of his major recommendations is the establishment of a fully operational Ghana Convention Bureau to coordinate the country’s efforts to attract international conferences, conventions and exhibitions.

He explained that the proposed institution should be responsible for identifying international events, preparing competitive bids, coordinating hotels, airlines and conference venues, supporting event organisers and promoting Ghana as a business-events destination.

The Bureau would also be expected to measure the economic impact of events hosted in the country.

Sampson said it should work closely with the Ghana Tourism Authority, relevant government institutions, local authorities and private-sector stakeholders to develop a coordinated national business-events strategy.

Beyond institutional arrangements, Sampson called for significant investment in modern infrastructure to enable Ghana to compete for large international gatherings.

He proposed the development of a world-class convention facility with a minimum seating capacity of 20,000 participants.

He also called for the accelerated redevelopment of the Accra International Trade Fair Centre into a modern hub for conventions, exhibitions and international trade events.

According to him, such facilities would enable Ghana to compete for major international congresses, religious conventions, professional association meetings, exhibitions and corporate events that may exceed the capacity of existing venues.

He stressed that institutional capacity must be supported by the necessary infrastructure if Ghana intends to attract larger and more prestigious international events.

Sampson also commended President John Dramani Mahama’s vision to develop an Accra Convention Centre, describing it as a step in the right direction towards strengthening Ghana’s position in the international business-events industry.

He, however, urged the government to translate the vision into concrete action by establishing the proposed national Convention Bureau, developing a world-class convention facility with a minimum capacity of 20,000 participants rather than the proposed 3,000-capacity facility, and accelerating the redevelopment of the Accra International Trade Fair Centre.

He maintained that Ghana could no longer afford to treat MICE tourism as a peripheral activity, particularly when business travel already accounts for 31 per cent of international arrivals.

Sampson argued that the 14.3 per cent growth recorded in the entertainment and conference segment in 2025 further reinforces the need for a more deliberate national approach.

He called for aggressive international marketing, modern convention infrastructure and strong public-private partnerships to help Ghana attract a greater share of the growing global business-events market.

He concluded that Ghana must shift its focus from simply hosting conferences to actively competing for them, insisting that MICE tourism could become a powerful engine for tourism growth, employment generation, foreign exchange earnings and national development.