Arts and GH Heritage
Ghana Intensifes Tourism Rebranding: ‘Our Culture, Our Jollof, Our Lifestyle—These Are Magnets’
Ghana is renewing its push to position itself as a cultural powerhouse on the global tourism map, with Tourism, Culture and Creative Arts Minister Abla Dzifa Gomashie calling for a more intentional branding strategy that reflects the country’s “soul and identity.”
Speaking during a meeting with the Tour Operators Union of Ghana (TOUGHA), the Minister said Ghana’s cultural richness—from food and festivals to music, folklore and daily living—remains one of the country’s strongest assets in attracting international travelers.
“Our culture, our jollof, our lifestyle—these are magnets,” she said. “The Black Star Experience should be immersive. It should invite visitors into how we live, how we celebrate, how we tell our stories. But to achieve that, we must brand Ghana deliberately and consistently.”
Gomashie warned that fragmented efforts across the tourism space could leave room for unregulated operators to shape visitor experiences in ways that undermine industry standards. Without coordination, she noted, “young people will fill the gap, often outside formal structures.”
TOUGHA’s leadership echoed the Minister’s concerns, raising the issue of unlicensed tour operators—many advertising on social media without training or accreditation. The union’s president, Yvonne Donkor, said the situation risks damaging Ghana’s reputation at a time when global interest in African destinations is growing.
Donkor outlined TOUGHA’s plans to unify operators nationwide, spotlight lesser-known regional destinations and grow domestic tourism beyond Accra, Kumasi and Cape Coast.
“Every region has a story. Our aim is to build an authentic, inclusive tourism culture that celebrates all of Ghana,” she said.

She also highlighted the imbalance in Ghana’s outbound and inbound tourism promotion. Over 36,000 Ghanaians visited South Africa in 2024, yet Ghana’s presence in foreign tourism markets remains limited. “We must market Ghana with the same intensity abroad,” she stressed.
TOUGHA will launch a nationwide training program next month to strengthen tour packaging, pricing and service delivery—an initiative aimed at boosting professional standards across the industry.
Both the Minister and TOUGHA officials agreed that stronger regulation, targeted marketing and strategic storytelling are essential if Ghana is to compete with Africa’s top leisure destinations. They also emphasized the growing global appetite for cultural tourism—a trend Ghana is well positioned to lead with its music, cuisine, history and creative arts.
Also present at the meeting were Dr. Geoffrey Tamakloe, Director of Tourism, and Divine Kwame Owusu Ansah, Director of Culture and Creative Arts.
For a world increasingly seeking meaningful and culturally rooted travel experiences, Ghana is making its message clear: the doors are open, the culture is vibrant, and the Black Star is ready to shine even brighter.
Arts and GH Heritage
The Ghana Experience That Lets You Create Culture
There’s a moment, somewhere between shaping wet clay with your hands and watching it harden under the sun, when Ghana stops being a destination and starts becoming a conversation.
It’s in that quiet exchange — between visitor and craft, between curiosity and tradition — that the country reveals itself most honestly.
A growing wave of immersive travel experiences is inviting visitors to step beyond sightseeing and into making.
Across a curated seven-day journey, participants move through artisanal spaces where heritage is not displayed behind glass but practiced daily.
In pottery workshops, the rhythm of the wheel echoes techniques preserved over generations. In batik studios, fabric becomes storytelling — each motif layered with symbolism, memory, and identity.
And in black soap making, there’s a return to the basics: ash, oils, patience, and knowledge passed hand to hand.

These experiences unfold alongside excursions that ground the journey in Ghana’s ecological and urban contrasts — from the suspended canopy walkways of Kakum National Park to the kinetic energy of Accra. But it is the time spent with artisans that lingers longest.
In many ways, this is a quiet resistance to the fast pace of modern tourism. It asks visitors to slow down, to listen, and to participate. For Ghanaians, it’s a renewed appreciation of crafts often overlooked in everyday life.
For international travellers, it’s an invitation to understand culture not as performance, but as practice.
By the end of the week, what visitors carry home is more than souvenirs. It’s a tactile memory — shaped, dyed, and stirred by hand — of a place where tradition is still alive, and still evolving.
Arts and GH Heritage
Poetra Asantewa and the Beautiful Contradictions of Accra
By the time a trotro rattles from a quiet Accra suburb into the dense energy of Jamestown, an entire theatre of human experience has already unfolded.
Hawkers negotiate through traffic with impossible grace, passengers exchange sharp political commentary between stops, and handwritten slogans on taxis preach survival, faith, and hustle.
For spoken word artist Ama Asantewa Diaka, these fleeting encounters are not background noise; they are raw creative material.
The poet, widely known as Poetra Asantewa, describes Accra as “trying to kill me and save me at the same time” — a line that captures the uneasy rhythm of Ghana’s capital more accurately than any tourism brochure could.
It is a city where frustration and invention exist side by side. The same traffic congestion, unstable electricity, and overcrowded transport systems that exhaust residents also shape one of West Africa’s most vibrant contemporary art scenes.
That contradiction has become central to a generation of Accra’s artists, many of whom transform social pressure into performance, fashion, film, and music.
In neighbourhoods like Jamestown, murals climb colonial-era walls while poets perform beside fishermen’s canoes and experimental musicians rehearse through power cuts. Creativity here is rarely detached from daily struggle.
Poetra’s reflections, shared during conversations around the documentary Accra Power, reveal a city constantly remixing itself. Her inspiration does not emerge from isolation or silence, but from movement — from overheard conversations, crowded buses, and the emotional tension of urban life.
In Accra, art is not merely produced. It is survived, negotiated, and carried home through traffic at dusk.
Arts and GH Heritage
How Johana Malédon Turned Movement Into Resistance
The words arrived before the movement did—cold, clinical, almost accusatory—flashing across an LED screen as if attempting to pin a living body into fixed meaning.
Then Johana Malédon stepped into the light and quietly dismantled every label in sight.
At the 2026 Market for African Performing Arts, Malédon’s conceptual solo became one of the festival’s most unsettling and memorable interventions, not because it shouted, but because it resisted.
Her body moved in fragments and spirals, sometimes surrendering to the language projected beside her, sometimes rebelling against it with startling precision.
The LED screen behaved like an authority figure—naming, interrupting, categorising. The dancer answered with ambiguity.
In many African societies, identity is often negotiated publicly: through language, tribe, nationality, gender, class, and even accent. Ghana is no exception. From everyday assumptions tied to surnames and ethnicity to social expectations around womanhood and respectability, labels shape how people are seen long before they speak for themselves. Malédon’s performance exposed that tension with rare clarity.
What made the work compelling was its refusal to offer resolution. Instead, it suggested that liberation may exist in remaining undefined. The body, constantly shifting, became evidence against permanence itself.
The technology never overwhelmed the performance. If anything, the glowing screen mirrored the modern world—social media feeds, bureaucratic forms, algorithmic identities—all demanding instant definition. Malédon responded with something stubbornly human: contradiction, vulnerability, and movement that could not be neatly translated.
In that refusal lay the performance’s deepest provocation.
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