Accra Polo Club’s Independence Cup: What Ghana can learn from South Africa’s Tourism Playbook

South Africa continues to make significant strides in positioning itself as a top travel destination for Ghanaians. 

The country’s ability to consistently attract Ghanaian tourists – over 36,600 visitors between January and December 2024, according to South Africa’s Acting High Commissioner to Ghana, Thando Dalamba – is no coincidence.

It is the result of a deliberate and strategic approach to tourism promotion, blending sports, cultural exchanges, and high-level diplomatic engagement.

The recently held Independence Cup Polo Tournament at the Accra Polo Club once again highlighted South Africa’s presence in Ghana’s social and tourism landscape.

The event, which saw Ghana’s Accra Polo Club secure a resounding 9-1 victory over South Africa’s Sparta Polo Club, was not just about the sport – it was a powerful demonstration of how South Africa seamlessly integrates sports diplomacy into its tourism marketing efforts.

With the South African High Commission and the West Africa office of South African Tourism backing the event, and the upcoming visit of South Africa’s Minister of Tourism, Patricia De Lille, at the end of March, it is evident that South Africa is taking a hands-on approach to deepening its tourism ties with Ghana.

The question then arises: What can Ghana learn from this?

Government, private sector collaboration

One of the standout features of South Africa’s tourism drive is the direct involvement of its government in promotional efforts. At the Independence Cup, Acting High Commissioner Thando Dalamba emphasised the strong affinity Ghanaians have for South Africa, reinforcing why they continued to visit in large numbers.

Beyond diplomatic engagements, South African Tourism actively partners with businesses, luxury lifestyle events, and even sports tournaments to keep South Africa top of mind for Ghanaian travellers.

This collaborative approach ensures a sustained tourism drive beyond traditional marketing campaigns.

Lesson for Ghana:

Ghana’s tourism authorities must go beyond occasional promotional campaigns and work hand-in-hand with the private sector — hoteliers, airlines, and event organisers  to create sustained interest in Ghana as a destination.

More importantly, the government needs to be present and be proactive at key events that attract high-net-worth individuals, business leaders and potential travellers.

Sports has always been a powerful tourism driver, and South Africa has mastered the art of using it as a tool to attract visitors.

The Accra Polo Independence Cup is not an isolated effort. 

South African Tourism has also supported events such as the Achimota Golf Club’s Play with Stephen and other high-profile social gatherings that appeal to Ghana’s elite and middle-class travellers.

The South African team’s participation in the polo tournament was a strategic move to deepen the sporting and cultural ties between the two nations while subtly promoting travel to South Africa.

The post-match celebration, infused with South African entertainment, lifestyle, and networking opportunities, further reinforced the country’s brand among Ghanaians.

Lesson for Ghana:

Ghana must capitalise on its rich sporting and cultural heritage to promote inbound tourism.

Whether it’s football, boxing, or even elite sports such as polo and golf, Ghana has the potential to host more international sporting exchanges that attract foreign visitors. 

Events such as the Homowo Festival, Chale Wote Street Art Festival, and AfroFuture (formerly Afrochella) are already cultural tourism magnets – these should be expanded with structured partnerships that drive more travel and spending within the country.

Data-driven, targeted marketing

A key differentiator in South Africa’s tourism strategy is its use of data-driven marketing.

The Acting High Commissioner’s ability to cite exact figures – 36,600 Ghanaian visitors in 2024 – demonstrates a clear understanding of travel trends and audience segmentation.

This allows South African Tourism to tailor campaigns effectively, ensuring they continuously engage the right market.

South Africa has also made travel easier and more accessible for Ghanaians through visa waivers and improved flight connectivity between Accra and Johannesburg.

By eliminating barriers to entry, South Africa has ensured that travel remains seamless and attractive.

Lesson for Ghana:

For Ghana to become a more competitive travel destination, it must embrace a data-driven tourism strategy.

The Ghana Tourism Authority and relevant stakeholders need to track and analyse visitor trends, spending patterns, and travel motivations to craft effective marketing campaigns. 

Additionally, Ghana must work on simplifying visa processes and improving flight accessibility to make the country more appealing to travellers, particularly within Africa.

Road ahead for tourism strategy

As Minister Patricia De Lille prepares to visit Ghana, there is a unique opportunity for both nations to deepen tourism collaborations and explore innovative ways to boost travel between Ghana and South Africa.

Events such as the Independence Cup Polo Tournament remind us that tourism is not just about destinations—it’s about experiences, relationships, and strategic positioning.

For Ghana to strengthen its position as a premier African travel destination, it must be deliberate in its approach – aligning government support, leveraging sports and cultural diplomacy, and embracing data-driven tourism promotion.

South Africa has provided the playbook; now, it’s time for Ghana to take notes and execute.