Ghana yesterday launched its ambitious and transformative flagship programme, the ‘Black Star Experience.’ Under the watchful gaze of the iconic Freedom and Justice Monument at the Black Star Square, the colourful ceremony was held, signalling a bold new era for the nation’s tourism, culture and creative arts industries.
The launch saw government officials, esteemed figures from the burgeoning orange economy, and key stakeholders from across the tourism, arts and culture landscape gathered to witness the unveiling of this groundbreaking initiative.
In his address, the Coordinator of the Black Star Experience, Rex Owusu Marfo, declared that this programme is far more than just a project. “The Black Star Experience is a movement, a re-awakening of our national pride, and a vibrant invitation to the world to truly experience the soul of Ghana,” he asserted.
Marfo outlined the seven dynamic pillars that will serve as the bedrock of the Black Star Experience: cinema, audio, cuisines, aesthetics, style, literature and heritage. He emphasized that by strategically nurturing these vital sectors, the program aims to significantly amplify Ghana’s presence and market share within the global creative culture economy.
The overarching vision, he revealed, is nothing short of aligning Ghana’s brand reputation with the top 20 most esteemed countries worldwide in terms of tourism. “It means we are going to rebrand Ghana to stand shoulder-to-shoulder with the world’s most successful tourism destinations,” the veteran musician explained.
The Secretariat will weave the Black Star Experience framework into the fabric of national initiatives across diverse sectors. This strategic integration aims to elevate Ghana’s image as a preeminent and preferred destination for global travellers and ultimately realize the aspiration of transforming Ghana into Africa’s cultural capital.
Marfo further elaborated on the programme’s commitment to amplifying existing cultural gems and fostering new initiatives that align with its core objectives.
Exciting collaborations with international organizations are already in the pipeline, with plans to host an annual Black Star Week, a vibrant showcase of Ghanaian talent, creative products, and a platform for valuable investments, expos, and networking opportunities.
The launch also unveiled a tantalizing glimpse of the vibrant calendar of events that the Black Star Experience will bring to life. These include electrifying exhibition football matches featuring legends of international clubs alongside Ghanaian national heroes, the establishment of a state-of-the-art, multi-million dollar Ananse Studio to propel Ghana’s film industry, the annual Ghana Music Week celebration, a crucial industry gathering dubbed Creative Connect, and the already highly anticipated Detty December festivities, promising an even more immersive and culturally rich experience.
Reaffirming the government’s unwavering support, the Minister of Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, advocated for greater investment in the creative economy. “Usually, we are at the bottom of the pile when the money is being shared,” she stated, urging for a more central role for the creative sector. “Bring us in the middle and see the magic we will bring to you.”
Echoing this sentiment, President John Mahama underscored his government’s profound commitment to significant investment in both the tourism sector and the creative economy. He assured creative industry practitioners of critical government support and pledged to actively promote Ghana’s vibrant offerings on both digital and physical platforms. The President reiterated his administration’s dedication to fostering collaboration within the tourism sector to ensure the resounding success of this transformative initiative.
The Black Star Experience promises a dynamic future brimming with street carnivals, captivating movie weeks, stylish fashion shows, tantalizing cuisine fairs, compelling theatre productions, and exhilarating music party contests. These immersive experiences are expected to captivate both residents and international visitors, solidifying Ghana’s position as the leading destination for heritage, arts and a meaningful engagement with the African diaspora.
