President Mahama launches Black Star Experience

President John Dramani Mahama has officially launched the Black Star Experience, a national initiative designed to rebrand Ghana as Africa’s premier hub for culture, creativity, and tourism.
The launch fulfills a key promise in the President’s 120-Day Social Contract with Ghanaians, and marks a new era of year-round celebration of Ghana’s rich heritage and artistic excellence.

At the launch event, President Mahama emphasized that the Black Star Experience was not merely the unveiling of a tourism brand, but the beginning of a cultural movement.
He described it as a bold step to reclaim the country’s narrative and present to the world a new vision of Ghana—confident, vibrant, and forward-looking.
He stated that Ghana must be known not only for its historic achievements, but also for its dynamic present and limitless potential.
From the ancient legacies of kingdoms such as Akwamu, Dagbon, and Ashanti to the visionary pan-Africanism of Dr. Kwame Nkrumah, Ghana’s past has always been a source of strength. Yet, the President noted that the nation has historically under-invested in its most distinctive assets: its culture, creativity, and warm way of life.
The Black Star Experience, he said, is Ghana’s pledge to change that.
It will showcase to the world the brilliance of Ghana’s festivals, the rhythm of its music, the elegance of its fashion, the power of its film industry, the richness of its cuisine, the depth of its storytelling, and the hospitality of its people.
It will also serve as a powerful economic engine, creating jobs and empowering millions of young Ghanaians, particularly women, through new opportunities in the creative and tourism sectors.

President Mahama stressed that the initiative would nurture entrepreneurship, spark innovation, and generate sustainable livelihoods.
It is also expected to attract global investment and open up new pathways for inclusive growth and international cultural collaboration, firmly positioning Ghana as the heart of Africa’s creative economy.
The Black Star Experience will span a full calendar year and feature signature events and observances across the country. Celebrations such as Pan African Month, Heritage and Diaspora Engagement, the Ghana Film Festival and Awards, Ghana Music World, Culinary Month, Fashion and Textiles Month, Literacy and Literary Month, and showcases of architecture, design, arts and crafts will bring the vision to life in all regions.
President Mahama described how this experience would connect communities and cultures, from the majestic Hogbetsotso Festival in Anlo and the vibrant Chale Wote Festival in Accra to the dazzling colours of the Fetu Afahye in Cape Coast and the timeless Odwira, Homowo, Aboakyer, and Bugum festivals celebrated across the nation.

He envisioned a future where Kente weavers in Bonwire are celebrated as national icons and where Kumawood and Gallywood filmmakers capture the world’s attention with Ghanaian stories on global screens.
Quoting Osagyefo Dr. Kwame Nkrumah—“We face neither East nor West. In Ghana, we face forward”—the President declared that the Black Star Experience represents that forward movement. “It is our pride. It is our legacy. It is our future. Let’s make it legendary,” he said.
Minister of Tourism, Culture and Creative Arts, Madam Dzifa Gomashie, noted that the Black Star Experience is a transformative programme meant to move the nation’s creative and cultural energy from the fringes to the centre of national development.

She said it will become the engine of a new era of pride, investment, and global engagement.
Presidential staffer and Coordinator of the initiative, Mr. Rex Omar, said the Black Star Experience signals Ghana’s intent to compete among the world’s top 20 tourism destinations.
He urged every Ghanaian to embrace the vision and take part in building a thriving, inclusive creative economy.
As the Black Star Experience begins its journey, the President called on Ghanaians at home and abroad to unite around this bold cultural vision.
“Through this experience,” he said, “the creative energy of the Ghanaian people will radiate daily—from every region, every community, every heart.”