Promoting tourism in Ghana through movies can be a creative and effective strategy. Ghanaians can promote tourism with domestic tourists within Ghana, international travelers, or specific niche markets like adventure seekers, wildlife enthusiasts, and cultural explorers, among others.
Veteran Ghanaian actress Akofa Edjeani urged stakeholders in the movie industry, particularly filmmakers, to shine a spotlight on the country’s tourism potential through their productions.
Ms. Edjeani emphasized that the country had breathtaking scenery, rich history, and vibrant traditions that were ideal subjects for cinematic storytelling and believes incorporating them into movies would not only entertain audiences but also inspire them to explore the beauty of the country.
“I think the best and fastest way to promote our tourist destinations or sites is by featuring them in our films. Using film as a weapon will be the easiest way for them to reach the world. So there should be a collaboration between the Ghana Tourism Authority (GTA) and filmmakers. It has to be deliberate.
“If we show the country’s cultural richness on screen, we can equally inspire a new generation of Ghanaians to explore their roots and contribute to preserving and celebrating their cultural identity.”
Akofa Edjeani
Collaborating with tourism authorities ensures accuracy and authenticity in portraying Ghana’s tourism destinations.
Also, partnering with Ghanaian filmmakers creates captivating movies that showcase the beauty and diversity of tourist destinations in Ghana.
Film producer and CEO of OldFilm Productions Peter Sedufia is also confident the tourism potentials of Ghana will be hugely boosted when the government partners with filmmakers to come out with movies that shine the spotlight on the country.
To him, even though subsequent governments, including the ruling New Patriotic Party (NPP), continuously showed huge interest in the growth of Ghana’s tourism industry with various projects such as Year of Return, he believes movies could be a major driving force for the country’s tourism
Showcasing Ghana’s rich cultural heritage, vibrant cities, pristine beaches, exotic wildlife, lush rainforests, and enchanting waterfalls can be a great way to attract tourists. Featuring popular destinations like Accra, Kumasi, Cape Coast, Kakum National Park, Mole National Park, Lake Volta, and the coastal forts and castles can also attract tourists.
However, the movies should evoke emotions, educate, and inspire viewers to want to visit these places.
Leveraging social media platforms, travel websites, film festivals, tourism expos, and traditional media outlets helps to reach the target audience globally. The movies should be available for purchase or streaming on platforms accessible to international viewers.
Involving local communities in the movie-making process encourages participation, and creates a sense of ownership and pride among the locals, making them excellent ambassadors for promoting tourism in Ghana.
Promoting tourism through movies is a long-term endeavor that requires effort and doing so encourages tourists to choose Ghana as their next destination.
Supporting The Movie Industry For Economic Growth
Supporting the movie industry can indeed have a positive impact on the economic landscape of the country.
Akofa Edjeani appealed to relevant institutions in the country to prioritize support for the movie industry, emphasizing that investing in its growth would positively impact the economic landscape of the country.
“The movie industry should be prioritized and given support for good productions that project the country. We spent about $500,000 on one CNN advert, which ran for about six months, but I am telling you that money could have been given to about three filmmakers who would do wonderful things.
“With something like this, the filmmakers will be commissioned to incorporate tourism, it should not be left to independent filmmakers alone because their minds may not be looking that way. Everybody is looking for money so they will make the kinds of film they think will bring them fast money. Then we will diligently monitor if the money is being used for the intended purpose and that will go a long way to promote our tourism.”
Akofa Edjeani
Governments can offer tax breaks and incentives to attract movie productions to the country. This can encourage filmmakers to invest in local resources, talent, and infrastructure, leading to job creation and increased economic activity.
Establishing funds and grants specifically dedicated to supporting the film industry can provide financial assistance for film production, distribution, and marketing, which would help local filmmakers showcase their work and reach wider audiences.
Investing in the necessary infrastructure such as studios, production facilities, soundstages, and post-production facilities makes a country more attractive for filmmakers. This infrastructure not only supports the local industry but also encourages international productions to choose the country as a filming location.
Developing programs and courses in film studies and production can help nurture local talent and create a skilled workforce. Supporting film schools and providing training opportunities can lead to the growth of a vibrant local film industry with talented professionals.
Supporting the movie industry sustains economic growth in a country when the supports from investors are used for their purposes.
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