Accra: President John Dramani Mahama on Thursday night launched the Blackstar Experience as part of efforts to position Ghana as Africa's premier destination for tourism. The Blackstar Experience is the government's flagship culture, arts, and tourism brand aimed at making Ghana a preferred tourism destination. It fulfills President Mahama's campaign promise to launch the initiative as part of the 120-Day Social Contract with Ghanaians. This initiative is a year-round celebration encompassing major entertainment, artistic, and educational disciplines.
According to Ghana News Agency, activities lined up for the Blackstar Experience include The Pan African Month, Celebrating Heritage, History and Diaspora Engagement, The Ghana Film Festival and Awards Month, Ghana Music World, Culinary Month, Architecture, Design, Arts and Crafts, Fashion and Textiles Month, and Literacy/Literary Month. President Mahama, in his remarks at the launch, emphasized that the Blackstar Experience was about restoring national pride, celebrating national heritage, and unlocking the potential within Ghana's cultural, creative, and tourism sectors.
He stated that it was not merely the launch of a brand but reclaiming the narrative and projecting to the world a bold new vision of Ghana. He declared that Ghana is the cultural and creative heartbeat of Africa, determined to redefine its global image and self-perception. The President noted that Ghana must be recognized not only for its historic achievements but also for its dynamic present and limitless future. He highlighted the legacy shaped by the enduring kingdoms of Akwamun, Dagbon, and Ashanti, and the pan-Africanist leadership of Osagyefo Dr. Kwame Nkrumah.
President Mahama expressed that for too long, there had been under-investment in what makes Ghana exceptional, such as its culture, creativity, and way of life. The Blackstar Experience is a pledge to rebrand Ghana by showcasing the brilliance of its festivals, music, fashion, films, cuisine, storytelling, and the warmth of its people. Additionally, the initiative aims to create jobs and empower young Ghanaians, particularly women, by unlocking opportunities in the creative and tourism industries, nurturing entrepreneurship and innovation, and creating sustainable livelihoods.
Furthermore, the Blackstar Experience aims to attract global investment and create pathways for inclusive growth and prosperity, positioning Ghana as Africa's premier destination for cultural tourism and creative collaboration. "Let it be known that the Black Star Experience is not a one-off event. It is a 365-day celebration of Ghanaian ingenuity and excellence," President Mahama affirmed, envisioning the creative energy of Ghanaians radiating from every region and community.
The President highlighted the potential of globally broadcasting festivals such as the Hogbetsotso Festival, Chale Wote Festival, Fetu Afahye, Odwira Festivals, Aboakyer Festival, Homowo, and Bugum Festivals. He emphasized the cultural significance of Kente Weavers in Bonwire and the global reach of Kumawood and Gallywood filmmakers. President Mahama concluded by invoking the words of Dr. Kwame Nkrumah, emphasizing Ghana's forward-facing vision and the legendary future promised by the Blackstar Experience.
Madam Ablah Dzifa Gomashie, Minister of Tourism, Culture and Creative Arts, stated that the Blackstar Experience was designed to integrate the nation's creative impulses and culture into national development. Mr. Rex Omar, Presidential Staffer and Co-ordinator of the Blackstar Experience, remarked that the initiative would rebrand Ghana to align with the world's most successful tourism countries, urging Ghanaians to embrace the vision.