At a symbolic and visually captivating event at the Black Star Square in Accra, President John Dramani Mahama officially launched the Black Star Experience, a bold, transformative initiative aimed at rebranding Ghana as the cultural and creative heartbeat of Africa.
The event, which drew several spectators and featured dazzling performances in music, dance, fashion, and digital storytelling, marked the beginning of what President Mahama described as “a 365-day celebration of Ghanaian ingenuity and excellence.”
In his rousing address, President Mahama held aloft the flag of the Black Star Experience as a symbol of national renewal, cultural pride, and hope.
“Today, we’re not merely launching a brand. We’re reclaiming our narrative and projecting to the world a bold new vision of Ghana. A Ghana that stands tall, vibrant, proud, and unstoppable”.
HE President John Dramani Mahama
The President’s speech underscored the significance of the initiative not merely as a tourism campaign but as a movement—one rooted in the history, creativity, and heritage of the Ghanaian people.
The Black Star Experience, he noted, will serve as a platform to reintroduce Ghana to the world not only through its past achievements but also its present dynamism and future potential.
Drawing inspiration from the great pre-colonial empires and pan-African legacy of Ghana’s first President, Dr. Kwame Nkrumah, President Mahama emphasised that the time had come for Ghana to invest significantly in its most underutilised but powerful asset: its culture.
“For too long, we have underinvested in what makes Ghana truly exceptional. That is our culture, our creativity, our warmth, and our way of life. And that must change. From today, that will change”.
HE President John Dramani Mahama
The Three-Pronged Agenda
President Mahama outlined a comprehensive three-pronged agenda that forms the core of the Black Star Experience.
First, the initiative seeks to rebrand Ghana by showcasing the vibrancy of Ghanaian festivals, the rhythm and global appeal of its music, the beauty of its fashion, the strength of its film industry, the richness of local cuisine, the wisdom of storytelling traditions, and the unique warmth of the Ghanaian people.
Second, it aims to create sustainable jobs and empower young Ghanaians, especially women, by unlocking the economic potential of the creative and tourism sectors. Through partnerships, innovation, and entrepreneurship, the initiative will open doors for young talents to flourish both locally and internationally.
Third, the initiative is designed to attract investment by positioning Ghana as Africa’s premier destination for cultural tourism and creative collaboration.
President Mahama emphasised that the initiative will leverage public-private partnerships to establish amusement parks, water parks, cableways, and upgraded tourist attractions while also providing critical support to creative industry professionals.
“This is not a one-off event. The Black Star Experience is a 365-day journey, where the creative energy of our people will radiate daily from every region and community.”
HE President John Dramani Mahama
He described a future in which major festivals such as Hogbetsotso in Anlo, Odwira in Akuapem and Ashanti, Aboakyir in Efutu, Homowo in Ga, Bugum in Dagbon, and the Chale Wote Art Festival in Accra are broadcast live to global audiences.
Kente weavers in Bonwire, filmmakers from Kumawood and Ghallywood, and Ghanaian fashion designers will become international icons under this initiative, President Mahama said.
He painted a vivid picture of Hollywood studios filming on Ghana’s iconic landscapes and castles, and tourists immersing themselves in the everyday culture and traditions of local communities, returning home as cultural ambassadors for Ghana.
The President reminded the audience that this ambitious initiative was part of his 2024 campaign promise under the “120-day contract” with the people of Ghana.
“Today, I stand here to deliver on that promise. But ladies and gentlemen, we are just getting started”.
HE President John Dramani Mahama
To further boost the initiative, President Mahama announced plans under the “Big Push” policy to inject significant investments into Ghana’s tourism infrastructure and the creative economy.
This includes upgrading key tourist sites to world-class standards, establishing digital platforms for promotion, and providing targeted support to musicians, designers, chefs, writers, filmmakers, and other creative professionals.
“Ghana believes in you, and the world is waiting for you,” he said in a direct appeal to creatives. He also extended an invitation to global investors to partner with Ghana in shaping a robust cultural economy that benefits all stakeholders.
Ghana Fashion Week
In a lighter moment that captivated the crowd, President Mahama announced that he would personally participate in the upcoming Ghana Fashion Week in July, not just as a spectator, but as a model on the catwalk.
“This experience is real and it belongs to all of us,” he said. Dressed in locally made attire, President Mahama proudly showcased his commitment to Ghanaian fashion and urged others to embrace locally made garments. “Even if you see me wear a suit, it is made in Ghana,” he noted with a smile.
He concluded his speech with an enthusiastic celebration of Ghanaian cuisine, announcing nationwide food fairs to promote local dishes such as waakye, red red, banku and tilapia, fufu and light soup, tuo zaafi, jollof rice, and more.
These events, he said, will offer both Ghanaians and international visitors the opportunity to savor the full diversity and richness of Ghana’s culinary traditions.
In closing, President Mahama issued a clarion call to all Ghanaians to rally behind the Black Star Experience and make it a national success.
“Together, let us make Ghana a true cultural and economic powerhouse, shining brightly like the black star. It is our pride. It is our legacy. It is our future. And let’s make it legendary.”
HE President John Dramani Mahama
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