Mr Dzidodo Ruben Adjahoe, a beach sports pioneer and Chief Executive Officer of Sunset Sports, has highlighted the potential of beach sports tourism to drive economic growth in Keta, a coastal town in the Volta Region.
Speaking to the Ghana News Agency, Mr Adjahoe described Keta, nestled between the Atlantic Ocean and Keta Lagoon, as “Keta’s untapped economic goldmine,” noting its scenic beachfront, rich cultural heritage, and strong sports tradition.
“Keta, popularly known as ‘The Sand City,’ has evolved over time while maintaining its cultural identity, traditional values, and distinct local cuisine.
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Today, the town is a recognised destination for beach soccer in Ghana and West Africa. But beyond cultural heritage and scenic coastline lies an even more promising opportunity: beach sports tourism, a sustainable pathway to economic growth,” he said.
Mr Adjahoe highlighted Keta’s long-standing sports culture, which has produced nationally recognised athletes and contributed nearly 75 percent of Ghana’s national beach soccer players.
Local clubs from Keta have dominated both national and international competitions, and the town is now expanding its focus to a multi-sport beach identity supported by community passion and natural advantages.
He identified emerging beach sports with strong potential for Keta, including beach volleyball, footvolley, traditional wrestling, water and regatta sports, and beach marathons.
Citing the youth demographic, lagoon and ocean access, and long stretches of coastline suitable for long-distance beach running, Mr Adjahoe said these conditions could attract both local and international participants and position Keta as a signature event destination.
“Developing beach sports tourism will have significant economic and social impacts, including job creation for coaches, event staff, vendors, tour guides, and media; youth engagement and empowerment; growth in hospitality; sports brand partnerships; and increased local and international visitor traffic,” he explained.
Mr Adjahoe also noted that Keta already boasts top-tier beach resorts such as Emancipation Beach, Eli Beach Resort, Aborigines Beach Resort, and Reddington Beach Resorts, providing immediate hosting capacity for tournaments, leagues, training camps, and recreational tourism.
Looking ahead, he called for a long-term vision including the establishment of a world-class beach sports arena along the shoreline, featuring multi-sport sand courts, spectator seating, athlete hostels, exhibition spaces, and tourism reception facilities.
“Keta has no major industrial base, but it has a coastline that the world would pay to experience. With intentional planning, structured programming, and investment, beach sports tourism can become Keta’s new economic engine, transforming the town into a thriving hub of sport, culture, recreation, and coastal tourism. Keta is not waiting for opportunity; Keta is building it on the sand,” he stated.
