In a landmark event at Black Star Square, President John Dramani Mahama officially launched the Black Star Experience, a bold new initiative aimed at repositioning Ghana as Africa’s leading cultural, creative, and tourism destination.

Describing the launch as more than a branding campaign, President Mahama called it a "movement" to reclaim Ghana’s narrative and unlock the economic potential embedded in the country’s rich cultural heritage.

“This evening, as I hold the flag of the Black Star Experience, I am filled with pride and hope,” President Mahama declared. “We are launching a movement—a declaration that Ghana is the cultural and creative heartbeat of Africa.”

The event featured an immersive display of music, dance, fashion, and digital storytelling, underscoring the government’s vision to transform Ghana’s creative sector into a global force. The Black Star Experience, the President explained, is about restoring national pride, creating jobs, attracting investment, and projecting a modern Ghana to the world.

Drawing on Ghana’s historical legacies—from the ancient kingdoms of Ashanti, Dagbon, and Akwamu to the Pan-Africanist ideals of Osagyefo Dr. Kwame Nkrumah—President Mahama emphasized the need to invest in what makes Ghana exceptional: its culture, creativity, and people.

“The Black Star Experience is our solemn pledge to rebrand Ghana, empower young creatives—especially women—and attract global investment into our tourism and creative industries,” he said.

Key components of the initiative include:

Year-round promotion of Ghana’s festivals, arts, and heritage;

Creation of sustainable jobs in the creative and tourism sectors;

Strategic international partnerships to boost cultural exports and tourism;

Upgrades to tourist infrastructure under the government’s BIG PUSH policy.

The President announced several flagship events under the Black Star Experience banner. These include:

Ghana Fashion Week in July, where he pledged to walk the runway;

Taste of Ghana Food Fairs in major cities;

Regional cultural showcases such as the Hogbetsotso Festival in Anlo, Chale Wote Festival in Accra, and Fetu Afahye in Cape Coast;

Support for Kumawood and Ghallywood film industries and promotion of local fashion, music, and storytelling on international platforms.

President Mahama encouraged Ghanaian creatives—musicians, designers, chefs, filmmakers, and writers—to take full advantage of the opportunity.

“This is your time. Let your talents flourish and your creativity soar. Ghana believes in you, and the world is watching.”

Addressing potential investors and international audiences, President Mahama extended an open invitation to explore Ghana’s unique cultural economy.

“To the world—we invite you to experience Ghana like never before.

Come and feel the heartbeat of Africa. Come and witness the power of the Black Star,” he said.

President Mahama ended his address with a nod to Ghana’s first President, quoting Nkrumah: “We face neither East nor West; we face forward.”

He noted that the Black Star Experience represents that forward-facing vision—one rooted in legacy, pride, and the promise of a brighter future.

“This Experience is real. And it belongs to all of us,” he said.

The Black Star Experience is expected to roll out throughout the year, making every region of Ghana a stage for showcasing national identity, artistic talent, and economic opportunity