Ghana has launched a major new cultural initiative, the Black Star Experience, which aims to reshape the country’s global image and boost tourism.
The event took place at the Black Star Square in Accra, with the Freedom and Justice Monument as a striking backdrop. Government officials, creative leaders, and tourism stakeholders turned out for the launch.
Rex Owusu Marfo, the programme’s coordinator, described the Black Star Experience as more than an event. “This is a movement. A call to the world to feel the soul of Ghana,” he said.
Marfo spoke of Ghana’s strengths—its music, stories, markets, and landscapes—and said the experience would shine a light on everything that makes the country unique.
The programme is built around seven themes: film, music, food, design, fashion, books, and heritage. These pillars, he said, will guide new projects and support existing ones.
A key goal is to position Ghana alongside the world’s top 20 country brands. “We want to rebrand Ghana. Not just for tourism, but to show we belong among the best,” Marfo said.
He also hinted at international collaborations, including with a group in Atlanta that hosts an annual Black Star Week. “This is a chance to promote our talent, our products, and to join in global conversations and opportunities,” he added.
Planned activities include:
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A new film studio, Ananse Studio
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Exhibition football matches featuring Ghanaian legends and international stars
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Ghana Music Week
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A new annual event for creatives, called Creative Connect
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And a stronger presence during Detty December
Tourism Minister Dzifa Gomashie pledged her full support but called for more investment in the creative economy. “We’re usually last in line when it comes to funding,” she said. “Move us to the middle and watch what happens.”
Former President John Mahama, who was also at the launch, backed the initiative. He praised the sector’s potential and promised to give it more attention.
The Black Star Experience is now Ghana’s flagship cultural brand. It’s a year-round celebration of everything Ghanaian—music, art, heritage, and identity. The aim: more tourists, more jobs, and a stronger voice on the world stage.
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