Ghana has officially launched the Black Star Experience, a transformative cultural tourism initiative aimed at positioning the country as the leading creative and heritage destination in Africa. The grand launch took place on Thursday, May 1, at the Freedom and Justice Monument in Accra, with President John Dramani Mahama outlining an ambitious vision to rebrand Ghana as a global cultural powerhouse.

The initiative forms a central pillar of President Mahama’s 120-day social contract, reflecting his administration’s commitment to revitalising the tourism, arts, and culture sectors through significant investments and strategic programming.

“A Solemn Pledge to the World”

In a powerful address, President Mahama described the Black Star Experience as a national pledge to showcase Ghana’s unique cultural identity and creative brilliance to the world.

“This initiative is our solemn pledge — to rebrand Ghana and share with 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 declared.

He painted a compelling picture of Ghana’s cultural wealth, citing iconic festivals such as Hogbetsotso, Chale Wote, Fetu Afahye, Odwira, Aboakyer, Homowo, and the Bugum festival as examples of the vibrant traditions that will be amplified through this initiative.

“Imagine tourists not simply visiting Ghana, but immersing themselves in our heritage, experiencing our stories, and returning home as cultural ambassadors,” he added.

A National Cultural Reawakening

Leading the charge is veteran musician and industry icon Rex Owusu Marfo, known widely as Rex Omar, who serves as Coordinator of the Black Star Experience. He emphasised that the programme is more than just an initiative — it is a cultural movement.

“It is a re-awakening of national pride and an invitation to the world to experience the soul of Ghana,” he said.

Rex Omar unveiled seven thematic pillars that will drive the Black Star Experience: cinema, audio, cuisine, aesthetics, style, literature, and heritage. These elements, he said, will guide programming, content creation, and policy direction as Ghana aims to carve out a stronger presence in the global creative economy.

He revealed that the overarching goal is to align Ghana’s national brand with the world’s top 20 tourism and culture destinations, while integrating the Black Star Experience into government policies and partnerships across sectors.

Flagship Projects and Signature Events

Several high-impact projects and events have been lined up as part of the Black Star Experience, including:

  • Black Star Week: An annual international celebration of Ghanaian culture and creativity.
  • Ananse Studio: A state-of-the-art, multimillion-dollar film studio to elevate Ghana’s cinematic presence.
  • Ghana Music Week: A national celebration of the country’s diverse musical heritage.
  • Creative Connect: An annual industry conference for stakeholders in the creative economy.
  • Exhibition Football Matches: Featuring legends from international football clubs and Ghana’s national team.
  • Detty December: A festive season programme with music, fashion, theatre, and food experiences.

These events, along with street carnivals, fashion shows, cuisine fairs, and theatre productions, are expected to offer immersive cultural experiences for both local and international audiences.

Government Support and Creative Economy Growth

Minister of Tourism, Culture and Creative Arts, Hon. Abla Dzifa Gomashie, pledged her ministry’s full support and made a case for greater financial investment in the sector.

“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 said.

A New Era for Ghana’s Identity

The launch of the Black Star Experience signals a bold step toward redefining Ghana’s identity on the world stage — not merely as a travel destination, but as a living, breathing cultural powerhouse.

Through storytelling, celebration, and investment, the initiative aims to turn every visitor into a cultural ambassador, and every Ghanaian into a proud champion of their heritage.