Ghana has officially launched its flagship tourism and creative arts programme, the Blackstar Experience, a bold initiative aimed at rebranding the country as Africa’s cultural capital and a top global destination for tourism and investment.
Held at the iconic Freedom and Justice Monument in Black Star Square, the launch brought together high-profile dignitaries, government officials, and key players from Ghana’s tourism, arts, and culture sectors.
The brainchild of veteran musician and industry advocate Rex Owusu Marfo, who serves as the Coordinator, the Blackstar Experience is envisioned as more than a project — it is a movement. “This is a re-awakening of national pride and an invitation to the world to experience the soul of Ghana,” he declared in his keynote address.
Rex Owusu Marfo popularly known as Rex Omar elaborated that Ghana’s rich culture, from its vibrant music and oral traditions to its bustling markets and tranquil landscapes, forms the backbone of the initiative. The programme will operate around seven key pillars: cinema, audio, cuisine, aesthetics, style, literature, and heritage — all selected to reflect the nation’s diverse creative identity.
He emphasized that one of the Secretariat’s main goals is to position Ghana among the world’s top 20 country brands by integrating the Blackstar Experience framework across various national sectors. “It means rebranding Ghana to compete with the most successful nations in global tourism,” he explained.
In addition to elevating existing cultural events, the programme will introduce fresh and dynamic experiences, such as Ghana Music Week, Creative Connect (an annual stakeholder convention), and Detty December festivities. Plans are also underway for the construction of a world-class Ananse Studio, a multi-million dollar film complex, and football exhibition matches featuring legends of Ghana’s national team and international clubs.
International collaborations will also play a major role. Rex Owusu Marfo revealed that discussions are ongoing with groups in Atlanta that host Blackstar Week, providing a platform for Ghanaian creatives to showcase their talents on the global stage.
Tourism Minister Abla Dzifa Gomashie, in her remarks, voiced strong support for the initiative but called for greater investment in the creative economy. “We are often placed at the bottom when funds are allocated. Move us to the middle and watch the magic we will deliver,” she stated.
President John Dramani Mahama, who graced the event, reiterated his enduring passion for Ghana’s arts, culture, and tourism industries. He pledged to champion efforts to elevate the sector and ensure it receives the recognition and support it deserves.
The Blackstar Experience will run year-round, spanning major festivals, educational programmes, and exhibitions — all designed to affirm Ghana’s identity, attract foreign investment, and generate new employment opportunities.
With a blend of cultural heritage and modern creative innovation, the Blackstar Experience is poised to transform Ghana’s image on the global stage and reaffirm its place as a beacon of African pride.
