The government of Ghana, on May 1, 2025, unveiled “The Black Star Experience,” a transformative national initiative aimed at positioning Ghana as the cultural and creative heartbeat of Africa.
The grand launch event brought together government officials, international dignitaries, cultural icons, and creative industry stakeholders.
President John Dramani Mahama, delivering the keynote address, described the initiative as “more than a project; it is a movement.
A movement to reclaim the country’s identity, celebrate our heritage, and unlock the boundless potential of our Tourism, Culture and the Creative economy.”
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 Rwanda, Morocco, and South Korea.
The comprehensive program 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,” President Mahama emphasised during his address. “From the ancient empires of Ashanti, Dagbon, and Akwamu, to the Pan-Africanist leadership of Osagyefo Dr. Kwame Nkrumah, our history is a tapestry of resilience, innovation, and global influence. Yet, for too long, we have underinvested in the very sectors that define us, culture, arts, and tourism. The Black Star Experience changes that!”
The initiative fulfils a campaign promise made by President Mahama to launch the program within his first 120 days in office. According to the implementation blueprint revealed at the event, The Black Star Experience aims to inject $5 billion into the Ghanaian economy by 2027.
Global Ambitions With Local Roots
Rex Omar, renowned Ghanaian highlife musician and Coordinator of the newly established Black Star Experience Secretariat, highlighted the initiative’s potential to transform Ghana’s creative industries.
“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 Creative Connect Conference, a Cultural Heritage Support Program, Talent Optimisation Project, Global Advertising campaigns, Digital Immersive Tourism experiences, and international BSE Experience Shops at major global airports.
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 $13 billion in K-Beauty sales alone and positioned the country as a global entertainment powerhouse.
Other models referenced include Rwanda’s “Visit Rwanda” campaign, which helped boost tourism revenue from $200 million in 2010 to $620 million in 2023, and Morocco’s “Kingdom of Light” initiative, which attracted 17.4 million international visitors in 2024.
Economc 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 program will implement several strategic initiatives including:
The Ghana Experience Guides Initiative, which will train 5,000-10,000 experience guides nationwide.
Destination Optimization Project to upgrade one tourism site in each region to international standards.
Global activations across 25 strategic international locations and events.
BSE Experience Shops in key international airports including Ghana, South Africa, USA, Dubai, and Netherlands.
Year-round Celebration of Ghanaian Excellence
Unlike previous cultural initiatives, The Black Star Experience is designed as a continuous, year-round program.
“This initiative will not be a one-off event but a 365-day experience — a continuous explosion of creativity across every region,” President Mahama explained.
The program will amplify existing cultural festivals and events across Ghana, from Hogbɛtsotso in Anlo to Chale Wote festival in Jamestown and Fetu Afahye in Cape Coast, while also developing new flagship events and experiences.
International Parternerships 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, Hollywood producing films in Ghanaian locations, and tourists immersing themselves in Ghanaian culture year-round.
Rex Omar emphasized the collaborative nature of the initiative: “We’re not building this in isolation. The Black Star Experience is designed as a framework that brings together government agencies, private sector partners, creative professionals, and communities. 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
President Mahama concluded his address with a powerful call to action: “To our musicians, filmmakers, fashion designers, chefs, and storytellers, this is your time. To investors, Ghana is open for business. To the world, come and experience the magic of The Black Star.”
The launch event featured cultural performances, exhibitions, and interactive experiences that showcased the diversity and richness of Ghanaian culture, providing attendees with a preview of The Black Star Experience vision.
About The Black Star Experience
The Black Star Experience is a flagship initiative of the Government of Ghana, designed to drive cultural rebranding, economic transformation, and creative empowerment through a nationwide calendar of festivals, exhibitions, performances, training, and infrastructure development. It aims to reposition Ghana as the creative and cultural heartbeat of Africa.
