Blackstar Experience: Gov’t Launches Flagship Tourism, Culture, and Arts Programme

The Blackstar Experience, Ghana’s premier tourism, culture, and creative arts initiative, was officially launched on Thursday, May 1, 2025, at the historic Blackstar Square in Accra.

The event, held in front of the Freedom and Justice Monument, brought together government officials, industry leaders, and key stakeholders from the tourism and creative sectors.

Rex Owusu Marfo, coordinator of the Blackstar Experience, emphasized that the programme is more than a project—it is a movement aimed at reigniting national pride and showcasing Ghana’s rich heritage to the world. He highlighted Ghana’s unique offerings, from its vibrant music and storytelling traditions to its bustling markets and serene landscapes, as key attractions for global audiences.

The initiative will be structured around seven core pillars: cinema, audio, cuisines, aesthetics, style, literature, and heritage. According to Owusu Marfo, the Blackstar Experience Secretariat’s overarching goal is to elevate Ghana’s global standing by aligning its brand reputation with the world’s top 20 most esteemed countries in tourism and culture. “We are rebranding Ghana to compete with the best,” he stated.

The programme will integrate the Blackstar Experience framework into various national initiatives, positioning Ghana as Africa’s cultural capital and a top destination for travelers. Existing cultural events will be enhanced, while new programmes will be introduced to amplify the country’s creative economy.

Key activities under the Blackstar Experience include international collaborations, such as partnerships with organizations like Atlanta’s Blackstar Week, which celebrates African heritage annually. Additionally, plans are underway for exhibition football matches featuring international and local legends, the establishment of Ananse Studio—a multi-million-dollar film production hub—and major events like Ghana Music Week, Creative Connect, and Detty December.

Abla Dzifa Gomashie, Minister of Tourism, Culture, and Creative Arts, underscored the potential of the creative economy, urging greater investment in the sector. “We have always been sidelined in resource allocation. Give us a fair share, and you will witness the magic we can create,” she asserted.

President John Dramani Mahama reaffirmed his commitment to elevating Ghana’s tourism, arts, and culture sectors, pledging to prioritize their growth. The Blackstar Experience is set to redefine Ghana’s identity, attract investments, generate employment, and boost tourism through year-round celebrations across entertainment, arts, and education.

By leveraging Ghana’s cultural wealth, the Blackstar Experience aims to position the nation as a global leader in tourism and creative arts while fostering economic growth and national pride. The programme marks a bold step toward showcasing Ghana’s unique heritage on the world stage.