Ghana has officially launched the Blackstar Experience, the government’s new flagship programme aimed at transforming the tourism, culture, and creative arts industries into engines of national development.
The launch ceremony was held on May 1, 2025, at the iconic Black Star Square in Accra, drawing dignitaries, industry players, and international stakeholders.
In his keynote speech, Rex Owusu Marfo—also known as Rex Omar and the programme’s coordinator—emphasised that the Blackstar Experience is not just a project, but a cultural movement. “It is a re-awakening of national pride and an invitation to the world to experience the soul of Ghana,” he said.
The initiative will be built on seven key pillars: cinema, audio, cuisines, aesthetics, style, literature, and heritage. These areas aim to project the essence of Ghana’s identity while generating economic and social value for citizens. According to Rex, the ultimate goal is to rebrand Ghana to match the top 20 most respected country brands globally.
President John Dramani Mahama, who launched the initiative, expressed his continued passion for the tourism, arts, and culture sectors. He pledged full government support to elevate the industry, recognising its untapped potential to attract investment, create jobs, and redefine Ghana’s image internationally.
The Blackstar Experience Secretariat will be responsible for integrating the brand into national programmes and coordinating collaborations with global partners. These include a partnership with a group in Atlanta that celebrates Blackstar Week, as well as international football exhibitions and the launch of Ananse Studio, a multi-million-dollar film production facility.
Annual events under the brand will include Ghana Music Week, Creative Connect, and the popular Detty December. These initiatives will highlight local talent, expand market access for creative professionals, and enhance cultural exchange.
Tourism Minister Abla Dzifa Gomashie also committed to ensuring the creative economy receives more government attention. “Usually, we are at the bottom of the pile when the money is being shared. Bring us into the middle and see the magic we’ll bring to you,” she declared.
The Blackstar Experience is expected to drive a year-round calendar of cultural celebrations, strengthen Ghana’s global cultural brand, and position the country as Africa’s creative capital. The initiative aims to fuse tradition with modern expression, celebrating Ghanaian excellence while opening doors to global opportunities.
As Ghana sets out to affirm its identity and boost cultural diplomacy, the Blackstar Experience promises to reshape the narrative of tourism and arts in West Africa.
