By 
The Ghanaian government has launched The Black Star Experience, a transformative national initiative designed to reposition Ghana as Africa’s cultural and creative epicentre.
Unveiled on May 1, 2025, by President John Dramani Mahama, this flagship program seeks to leverage Ghana’s rich heritage, arts, and tourism to drive economic growth, foster national pride, and attract global investment.
A MOVEMENT, NOT JUST A PROJECT
President Mahama describes The Black Star Experience as “more than a project; it is a movement” one that reclaims Ghana’s identity, celebrates its heritage, and unlocks the untapped potential of its creative economy. The initiative is structured around seven key pillars: Cinema, Audio, Cuisine, Aesthetics, Style, Literature, and Culture, ensuring a holistic approach to cultural promotion.
Unlike past cultural campaigns, The Black Star Experience is a year-round, 365-day celebration of Ghanaian creativity, amplifying existing festivals like Chale Wote, Hogbetsotso, and Fetu Afahye, while introducing new events to showcase lesser-known cultural gems such as Kente weaving in Bonwire and storytelling traditions in the Northern regions.
ECONOMIC AND GLOBAL AMBITIONS
The initiative aims to generate $5 billion into Ghana’s economy by 2027 creating thousands of jobs, particularly for youth and women in the creative and tourism sectors. Key components include:
- Ghana Experience Guides Initiative: Training 5,000–10,000 cultural ambassadors nationwide.
- Destination Optimization: Upgrading tourism sites in every region to international standards.
- Global Activations: Showcasing Ghana in 25 strategic international locations.
- BSE Experience Shops: Establishing cultural hubs in major airports worldwide.
Drawing inspiration from global success stories like South Korea’s Hallyu Wave and Rwanda’s Visit Rwanda campaign, The Black Star Experience seeks to elevate Ghana’s soft power through partnerships with Hollywood filmmakers, international musicians, and global investors .
A CALL TO ACTION
President Mahama has issued a rallying cry: “To our musicians, filmmakers, fashion designers, chefs, and storytellers—this is your time. To investors, Ghana is open for business. To the world, come and experience the magic of The Black Star”.
By bridging Ghana’s historical legacy with modern innovation, The Black Star Experience is not just rebranding the nation—it is redefining its future as Africa’s cultural heartbeat.
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