President Mahama and Rex Omar, presidential staffer for the Black Star Experience
Ghana has launched a bold cultural and economic renaissance under the banner of the Black Star Experience (BSE), a multifaceted national brand initiative projected to generate $5 billion for the economy by the end of 2027.
The Black Star Experience, officially unveiled Thursday evening at the Freedom & Justice Monument in Accra, is being championed by President John Dramani Mahama as part of a comprehensive national repositioning to elevate Ghana as the continent’s foremost destination for cultural heritage, creative arts, culinary tourism, and diasporan engagement.
Originally announced in President Mahama’s State of the Nation Address in February, 2025, the Black Star Experience is envisioned as a year-round showcase of Ghana’s creative vitality. The program will deliver a calendar packed with dynamic cultural activations, from street carnivals and theatre shows to culinary expos, concert party competitions, and internationally recognized film and fashion festivals.
Speaking at the launch, President Mahama emphasized that the initiative transcends tourism. “The Black Star Experience is not just a tourism programme—it is an opportunity to tell our story, empower our youth, and invite the world to experience Ghana in all its richness,” he said.
A pivotal component of the plan includes the transformation of the historic Osu Castle and its surrounding area into a modern cultural district. This space is envisioned to host artisan markets, gold and jewellery hubs, interactive museums, and public art installations, creating a pedestrian-friendly, creative zone in the heart of Accra.
In addition to leisure and culture, the BSE targets the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. Ghana will leverage its geographic location at the centre of the world and its democratic stability to become a prime venue for international conferences and global business forums.
Structured around key thematic pillars: Cinema, Audio, Cuisine, Aesthetics, Style, Literature, and Culture, the initiative blends local heritage with global creative expression. These pillars will guide content creation, merchandise development, and branding, creating a cohesive cultural identity for international audiences.
The BSE includes major programmes such as the Creative Connect Conference, a global thought-leadership event for creatives; the Talent Optimisation Project (TIP), which supports Ghanaian artists touring globally; and the Ghana Experience Guides Initiative, aimed at training thousands of tourism professionals. It also features immersive digital tourism via virtual reality installations at airports and heritage sites, enhancing accessibility for global audiences.
Global outreach will be powered by 360-degree advertising campaigns, strategic partnerships with global media, influencer collaborations, and international activations at events such as AfroNation, Coachella, Paris Fashion Week, and the Cannes Film Festival. Premium retail experiences through BSE-branded shops at international airports will further strengthen Ghana’s cultural exports.
The initiative is also geared toward fostering economic inclusion. By empowering artists, designers, filmmakers, and entrepreneurs, BSE is expected to create thousands of jobs and position Ghana as Africa’s Culture Capital.
The launch event brought together high-level government officials, diplomats, artists, industry stakeholders, and media professionals.