In a landmark ceremony held at the Freedom and Justice Monument in Accra’s iconic Black Star Square, President John Dramani Mahama on Thursday, May 1, officially launched the Black Star Experience, a flagship cultural tourism initiative aimed at repositioning Ghana as Africa’s creative and cultural powerhouse.

The launch, which drew a high-profile audience of government officials, creative industry stakeholders, and international dignitaries, marked the unveiling of a bold new vision under President Mahama’s 120-day social contract. The Black Star Experience seeks to showcase Ghana’s cultural brilliance, foster creative industry growth, and attract global attention to the country’s vibrant heritage.

In his keynote address, President Mahama reaffirmed his government’s unwavering commitment to revitalising Ghana’s tourism and creative arts sector. “Black Star Experience is our solemn pledge — one, to rebrand Ghana, and in that, we’ll showcase to the world the brilliance of our festivals, the rhythm of our music, the beauty of our fashion, the power of our films, the richness of our cuisine, the wisdom in our storytelling, and the unmatched warmth of our people,” he said.

The President painted a vivid picture of Ghana’s cultural diversity, referencing the Hogbetsotso Festival of Anlo, the Chale Wote Street Art Festival in Accra, the colourful Fetu Afahye in Cape Coast, the Odwira festivals of Akuapem and Ashanti, the Aboakyer of Effutu, Homowo of the Ga people, and the Bugum festival celebrated by the Dagbon.

“Imagine tourists not simply visiting Ghana, but immersing themselves in our heritage, experiencing our stories, and returning home as cultural ambassadors of Ghana,” President Mahama added, calling for a tourism model built on authentic Ghanaian experiences.

The Black Star Experience is spearheaded by veteran musician and creative industry stalwart Rex Owusu Marfo, popularly known as Rex Omar. As the Coordinator of the initiative, he described the programme not as a mere project but a movement — a national cultural reawakening and an open invitation to the world to “experience the soul of Ghana.”

“The Black Star Experience will thrive on seven pillars: cinema, audio, cuisine, aesthetics, style, literature, and heritage,” Rex Omar announced. “Our aim is to grow Ghana’s share in the global creative culture economy and align our brand with the world’s top 20 country brands when it comes to tourism and culture.”

He also revealed plans to embed the Black Star Experience framework across multiple sectors, creating synergy with existing initiatives while launching new ones to elevate Ghana’s creative output.

Key Events and Projects

As part of the Black Star Experience calendar, the following events and projects have been outlined:

• Black Star Week, a global celebration of Ghanaian creativity and cultural pride in collaboration with international partners.
• Ananse Studio, a state-of-the-art, multimillion-dollar film production facility to boost Ghana’s film industry.
• Ghana Music Week, a celebration of local musical talent.
• Creative Connect, an annual stakeholder conference for industry professionals.
• Exhibition football matches between legends of Ghana’s national team and international clubs.
• Detty December, an enhanced holiday season of music, fashion, and cultural showcases.

Government Support and Industry Growth

Minister for Tourism, Culture and Creative Arts, Hon. Abla Dzifa Gomashie, expressed full backing for the initiative and made a passionate call for greater budgetary allocations to the creative economy.

“Usually, we are at the bottom of the pile when the money is being shared. Bring us in the middle and see the magic we will bring to you,” she declared.

President Mahama echoed this sentiment, promising “critical support to practitioners in the creative arts” and pledging to promote Ghana’s image through both digital and physical platforms. He underscored the government’s readiness to collaborate with stakeholders to drive growth across the tourism and creative sectors.

With promises of street carnivals, film screenings, fashion showcases, culinary fairs, theatre productions, and music contests, the Black Star Experience is poised to offer immersive, unforgettable moments for both Ghanaians and international visitors.

This ambitious cultural tourism drive not only seeks to reposition Ghana on the global stage but also to inspire a renewed sense of national pride.