Accra: Ghana is making a bold statement on the global tourism map through a new unifying initiative dubbed 'The Black Star Experience', aimed at positioning the country as the preferred destination for authentic African culture and creativity. Launched on Thursday, May 1, by President John Dramani Mahama, the initiative forms the centrepiece of the government's flagship culture, arts, and tourism agenda. It is designed to rebrand Ghana's diverse cultural heritage and creative economy into a year-round attraction for both domestic and international visitors.
According to Ghana News Agency, the 'Black Star Experience', a fulfillment of President Mahama's campaign pledge, seeks to establish Ghana as Africa's cultural and creative epicentre by showcasing a continuous calendar of festivals, art exhibitions, music concerts, fashion events, culinary fairs, film screenings, and heritage tourism activities. Speaking at the launch, President Mahama said the initiative was unlike traditional tourism campaigns, describing it as a 365-day celebration of Ghanaian creativity. 'Events will span the entire year and extend across all regions, from the Chale Wote Festival in Accra's Jamestown to the Hogbetsotso Festival in the Volta Region and Fetu Afahye in Cape Coast,' he stated.
He noted that the government would partner with global cultural icons, investors, and institutions to elevate Ghana's soft power and visibility. As part of the rollout, efforts would be made to improve infrastructure at key tourism and cultural sites, increase investments in the creative arts, and implement international marketing strategies to promote Ghana on digital and physical platforms. A little over a month after the official launch, industry players have begun reacting to the initiative, largely welcoming it while calling for strategic focus on implementation.
Dr. Kwesi Eyison, the Chief Executive Officer of Pacic Tours, described the initiative as timely and well-conceived. 'I think it is a good initiative which will provide visitors with a packaged yet diversified Ghanaian experience,' he said. He emphasized that the initiative does not represent a departure from previous efforts but rather a repackaging of Ghana's tourism assets with a fresh and emotionally resonant appeal. Dr. Eyison called for stronger public-private partnerships, adding that the private sector was ready to collaborate with the government to drive growth in tourism.
'Tourism is one of the few low-hanging fruits that could drive youth employment, entrepreneurship, and sustainable development. The 'Black Star Experience' should be our rallying point,' he said. However, he noted that the initiative appears heavily skewed towards the creative arts and called for a more balanced representation across the broader tourism spectrum. 'Tourism is an integrative and expansive concept. We must ensure fair attention to nature and heritage tourism, as well as business and medical tourism,' he said.
Dr. Eyison also highlighted gaps in customer service delivery within the tourism industry, stressing the need for training in emotional intelligence, ethics, and professionalism to ensure visitor experiences meet international standards. 'We can showcase all the glamour and attractions, but without quality service delivery, we risk undermining the entire experience,' he stated. On infrastructure, he stressed the importance of both physical and digital infrastructure, including roads, internet access, and policies such as relaxed visa regimes.
'If tourists cannot share their experiences in real time due to poor internet, we are missing a vital part of the modern travel experience,' he noted. Mr. Emmanuel Frimpong, a tourism consultant and analyst, underscored the critical role of infrastructure development. He said the success of the initiative would depend on investments in transportation, energy, utilities, and digital systems. 'We need to lay the groundwork for this experience to thrive, including digital infrastructure to support global promotion and seamless visitor engagement,' he stated.
He described the 'Black Star Experience' as a transformative project that could position Ghana as a global travel destination, generate employment for creatives, and preserve cultural heritage. Mr. Frimpong also stressed the role of tourism policy, public-private collaboration, and international partnerships in ensuring long-term success. He called for the use of global influencers and celebrities with African roots to promote the initiative and recommended that President Mahama personally lead international marketing efforts. 'We must also design travel packages that appeal specifically to the African diaspora, and create clear pathways for their involvement in community development and economic participation,' he added.
Meanwhile, the Ghana Tourism Authority (GTA) says the country will be buzzing with curated experiences from now through December. Mrs. Maame Afua Houadjeto, the Chief Executive Officer of the GTA, said PANAFEST would return in August, preceded by the international leg of the initiative - the Black Star Festival - in July. 'We are crafting a series of unforgettable events. Imagine a night under the stars where a jazz band and symphony orchestra perform together, or a Gospel Fest uniting voices across the nation,' she said.
Mrs. Houadjeto announced a Highlife Festival to honour Ghana's historic music genre, while regular concerts and cultural festivals would continue to take place throughout the year. She noted that April 2025 recorded more visitors than the previous December, saying Ghana was stepping into the global tourism spotlight. 'From food fairs that showcase our rich cuisine to fashion shows that highlight our vibrant creativity, the 'Black Star Experience' is a movement, not just a campaign,' she said.
She disclosed that the 2025 edition of FEASTAC Africa would be held in Accra in September as part of Tourism Month celebrations. 'All of these events are woven into a single tapestry called The Black Star Experience. From now until December, we are inviting the world to watch Ghana. Come and experience our culture, our flavours, our fashion, and our stories. Ghana is the place to be!
