The Deputy CEO of the Ghana Tourism Authority (GTA), Abeiku Santana, has praised the previous government for its role in launching the Year of Return and Beyond the Return initiatives, describing them as “fantastic” projects that positioned Ghana as a leading tourist destination.

In an interview with YFM, Abeiku Santana noted that the initiatives helped attract several international events, including Afro Nation, and significantly raised global awareness of Ghana as a tourist hotspot.

“The previous government did a great job, a fantastic job with the launch of the Year of Return and Beyond the Return, which became a major international marketing promotion for Ghana as a destination. It was launched in America and that brought in a lot of event organisers, including Afro Nation, to host their events here. That launch significantly amplified global awareness about Ghana as a destination,” he said.

He emphasized that the current administration has not altered the initiative but is building on the foundation laid by the previous government, extending its reach to cities and destinations that were previously not included.

“What are we doing after the previous government? We are amplifying it because you don’t change a winning formula. The approach hasn’t changed. We are simply building on it by activating cities and destinations that were not previously touched,” Abeiku Santana explained.

Launched in 2019, the Year of Return marked a historic milestone in Ghana’s cultural and historical journey, inviting people of African descent, particularly African Americans, to reconnect with their roots and explore ancestral heritage.

The initiative evolved into the Beyond the Return programme in 2020, designed to sustain the momentum and encourage long-term engagement with the African diaspora.

Abeiku Santana stressed that Ghana is now a competitive tourism destination, with the Year of Return and Beyond the Return initiatives serving as a springboard for ongoing tourism growth.

The Year of Return initiative was officially launched by President Nana Akufo‑Addo in September 2018 in Washington, D.C. as part of plans to mark the 400th anniversary of the first enslaved Africans arriving in what is now the United States.

Ghana generated US$3.3 billion from the Year of Return initiative, Tourism, Arts and Culture Minister Barbara Oteng-Gyasi has revealed.

The minister said the revenue came from accommodation, food, shopping, local transport, and entertainment during the campaign. She noted that GHS6 million was spent promoting the initiative both locally and internationally.

“The average expenditure per tourist was $2,391. By the end of 2019, international arrivals reached 1.13 million from 956,372 in 2018, representing 27% growth, which was above the global average of 5%. The average expenditure per tourist increased from $2,708 in 2018 to $2,931 in 2019. The receipts attributed to tourism, therefore, amounted to $3.312 billion,” she said while responding to questions in Parliament on 28 May 2020.

Minister Oteng-Gyasi highlighted that the increased number of visitors positively impacted key sectors including airlines, hotels, tour operators, restaurants, and arts and craft dealers.

The Year of Return, launched in September 2018, was designed to encourage African diasporans to visit Ghana, reconnect with their roots, and invest in the country.

Several high-profile African Americans, including celebrities Ludacris, Cardi B, and Steve Harvey, visited Ghana during the campaign period, exploring their ancestral heritage.