May 10, 2025 (Business and Financial Times) –
The
The grand launch event brought together government officials, international dignitaries, cultural icons and creative industry stakeholders.
President
The Black Star Experience represents a bold reimagining of Ghana’s approach to cultural promotion and tourism development, following successful models implemented by nations such as
The comprehensive programme aims to showcase Ghana’s rich cultural heritage while creating sustainable economic opportunities across the creative sectors.
A comprehensive approach to cultural promotion
The initiative is structured around seven key pillars: Cinema, Audio, Cuisine, Aesthetics, Style, Literature and Culture. Through these interconnected elements, The Black Star Experience seeks to create a cohesive national narrative that appeals to both domestic and international audiences.
“Ghana is not just a country; we are a legacy,”
The initiative fulfils a campaign promise made by
Global ambitions with local roots
“For decades, our artists, musicians, filmmakers and cultural practitioners have created world-class work without adequate support or infrastructure,” Omar stated. “The Black Star Experience represents a historic shift in how we value and invest in our creative economy.
This is not just about attracting tourists—it’s about building sustainable creative industries that provide real economic opportunities for Ghanaians while sharing our cultural richness with the world.”
The initiative includes several ambitious components, including the
Learning from global success stories
The Black Star Experience draws inspiration from successful nation branding initiatives worldwide.
The implementation blueprint presented at the launch highlighted case studies from countries like South Korea’s ‘Hallyu Wave’, which generated
Other models referenced include Rwanda’s ‘Visit Rwanda’ campaign, which helped boost tourism revenue from
Economic impact and job creation
A central focus of The Black Star Experience is its economic potential. The initiative aims to create thousands of jobs, particularly for young Ghanaians and women in the creative and tourism sectors.
The programme will implement several strategic initiatives, including:
-- The Ghana Experience Guides Initiative, which will train 5,000-10,000 experience guides nationwide --
Unlike previous cultural initiatives, The Black Star Experience is designed as a continuous, year-round programme. “This initiative will not be a one-off event but a 365-day experience—a continuous explosion of creativity across every region,”
The programme will amplify existing cultural festivals and events across
International partnerships and collaborations
The Black Star Experience will actively seek international partnerships with global icons, investors and cultural institutions to elevate Ghana’s soft power.
The initiative envisions international artists recording albums in Ghanaian studios,
By aligning our efforts under this unified brand, we can achieve far more than any single entity could accomplish alone.”
Investment and infrastructure development
The Black Star Experience will focus on developing new tourism infrastructure, upgrading facilities at key tourist sites, investing in the creative economy and implementing comprehensive marketing strategies to promote Ghana’s culture globally.
The Black Star Experience Secretariat will coordinate these efforts across multiple ministries and agencies, ensuring a cohesive approach to implementation.
A call to action
To the world, come and experience the magic of
About The Black Star Experience
The Black Star Experience is a flagship initiative of the
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