Ghana has unveiled its latest flagship initiative aimed at transforming its tourism and creative arts landscape. The Black Star Experience, described by organisers as a cultural movement and national reawakening, was officially launched on Thursday, 1 May 2025 at a colourful ceremony in Accra.

The event, held in front of the Freedom and Justice Monument at Black Star Square, drew government officials, dignitaries from the creative sector, and key players in the tourism industry.

Speaking at the launch, Coordinator of the Black Star Experience Secretariat, veteran musician Rex Owusu Marfo — popularly known as Rex Omar — said the programme is designed to rebrand Ghana as a top cultural destination globally.

“This is more than a project; it’s a movement and an invitation for the world to experience the soul of Ghana,” he said.

The initiative will focus on seven key pillars: cinema, audio, cuisine, aesthetics, style, literature, and heritage. According to Mr Marfo, the goal is to significantly boost Ghana’s share of the global creative economy and position the country among the world’s top 20 tourism brands.

Plans under the Black Star Experience include the establishment of Ananse Studio — a state-of-the-art film production facility — and a host of events such as Ghana Music Week, Black Star Week, Creative Connect, and the popular Detty December festivities. International collaborations and exhibition football matches between legends of Ghana’s national team and renowned global clubs are also part of the calendar.

Tourism Minister Abla Dzifa Gomashie pledged her ministry’s full support for the programme, calling for a larger allocation of national resources to the creative sector.

“Usually, we are at the bottom of the pile when the money is being shared. Bring us to the middle and watch the magic we can perform,” she said.

President John Mahama, who led the launch, reaffirmed his government’s commitment to investing in the sector. He said Ghana would be aggressively promoted on both digital and traditional platforms, and pledged continued support for creative professionals and tourism stakeholders.

“We are ready to collaborate and provide the critical backing this sector needs to thrive,” the President stated.

The Black Star Experience is expected to be a central plank in Ghana’s cultural diplomacy and tourism development efforts over the coming years.

Source:TheDotNews