commemorating the year and celebrating African resilience was in having events that would not only encourage people to visit, but to also provide spaces where the local community could connect with the African diaspora who came into the country.
At the conclusion of the Year of Return, there were over 150 endorsed events, press conferences, airport welcomes, and Master classes. Some activities were on a smaller scale, while others were grand with thousands of attendees. The objectives of the Year of Return were to:
1) Increase the number of international arrivals to 1 million visitors;
2) Cement Ghana's Pan African legacy by building on the previous success of PANAFEST and efforts like the Joseph Project instituted by the late Hon Jake Okanta Obetsebi Lamptey; and
3) Brand Ghana as the gateway to Africa.
Mr Speaker, by the end of the year, international arrivals reached 1.13million, from 956,372 in 2018, a 27 per cent growth which was above
the global average of five per cent. The average expenditure per tourist increased from US$2,708 in 2018 to US$2,931 in 2019. The receipts attributed to tourism is therefore US$3,312 billion. The increased number of travellers to Ghana positively impacted private sector industries such as airlines, hotels, tour operators, restaurants, and art and crafts dealers -- to name a few.
For example, several hotels announced 100 per cent capacity for the month of December. The Art Centre merchants also reported doubling their sales in 2019 as compared to 2018. In terms of expenditure areas, accommodation was at 41 per cent which was the highest area of expenditure, followed by food and beverages (21 per cent), shopping (14 per cent), local transport (eight per cent), entertainment (five per cent) and other spendings (11 per cent).
Ghana became the beacon of the “New African Narrative” and was hailed by many as showing leadership. The President, H.E Nana Akufo- Addo was honoured by African Union (AU) for this initiative. One hundred and twenty-six (126) African diasporans were granted citizenship at a ceremony at the Jubilee House, the seat of Government. This was the highest ever group of African diasporans to receive citizenship in one instance.
In addition to the economic impact, social projects such as schools in Akosombo, Chorkor, Botianor, boreholes in Akropong, and an ICT centre in Nyamebekyere have become legacies of the Year of Return.
Mr Speaker, the media mileage is estimated into millions of dollars with all leading local and international media houses such as the Cable News Network (CNN), British Broadcasting Corporation (BBC), Aljazeera, South African Broadcasting Corporation (SABC), Ghana Broadcasting Corporation (GBC) et cetera dedicating editorial spaces to the Year of Return.
The Advertising Value Equivalency (AVE) which measures the cost of equivalent amount of advertising space, if paid for, is estimated at US$3.5 million. Social Media Reach increased substantial global media attention on Ghana and is valued at US $1.9 million. The coverage on the Year of Return has changed the narrative about Africa and branded Ghana as the gateway to Africa and one of the top tourism, investment, and repatriation destinations in the world.
Mr Speaker, the Year of Return also benefited from a lot of celebrity endorsements with leading
personalities like the Speaker of the House of Representatives, Nancy Pelosi and the congressional black caucus, Steve Harvey, Samuel L. Jackson, Derrick Johnson of the National Association for the Advancement of Coloured People (NAACP), Prime Minister of Barbados, Mia Mottley, Bozoma St. John, Kofi Kingston, Boris Kudjoe, A. J. Johnson amongst other leading figures visiting the country.
After visiting Ghana, major celebrities, influencers, and visitors have posted on Facebook, Instagram, and Twitter over 100,000 times about Year of Return.
Social media posts about the Year of Return from top celebrities such as Steve Harvey, Boris Kudjoe, Sarkodie, Deborah Cox, Bozoma, and media companies and many more have reached more than 20 million people. Steve Harvey, as a follow- up to the Year of Return, has started recording his world renowned programme “Family Feud” in Ghana.
Mr Speaker, in conclusion, the Year of Return impacted the economy of Ghana through increasing international arrivals, branding Ghana as the gateway to Africa and a top diasporan repatriation destination, and increasing the amount of tourism dollars spent. To build further on the success of the Year of Return, a ten-
year project dubbed “BEYOND THE RETURN” a “Decade of African Renaissance 2020 -- 2030” has been initiated to grow Ghana's Tourism Industry, showcase its investment potential and consolidate its Diasporan engagement.