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Arts and GH Heritage

Ghana Intensifes Tourism Rebranding: ‘Our Culture, Our Jollof, Our Lifestyle—These Are Magnets’

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Dzifa Gomashie

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.

Jollof Rice with Stew. Image by Noahalorwu. Source: Creative Commons, via Wikimedia Commons.

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 Weight of the Gaze: Tracking the Spiritual Footwork of Échos Célestes

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At the Salle Lougah François during MASA 2026, there is a moment where the dust of the stage seems to hold its breath.

It happens when the five dancers of Alkebulan Danse transition from the frantic urgency of a modern seeker to the profound, heavy-heeled stillness of the ancestors. This is Échos Célestes, a work that doesn’t just ask to be watched; it asks what it means to be witnessed.

For the West African spectator, the “groundedness” of dance is a familiar heritage—a literal connection to the earth that sustains us.

However, under Henri Michel Haddad’s direction, this Ivorian-rooted movement becomes a philosophical inquiry.

The choreography explores a tension we all feel in the digital age: an obsessive hunger for visibility. Are we performing for the “likes” of our peers, or for the silent, watchful eyes of the heavens?

The brilliance of the piece lies in its refusal to offer easy answers. The ensemble moves as a singular, pulsing organism—recalling the communal harmony found in Ghanaian Adowa or Agbadza—only to fracture into dissonant, isolated solos.

It is a visceral reminder that while our traditions bind us, the modern quest for identity often leaves us standing alone in the spotlight.

By fusing traditional rhythmic footwork with fluid contemporary abstractions, Échos Célestes bridges the gap between the physical and the metaphysical.

It is a haunting, intellectual exercise that proves contemporary African dance is not just about spectacle; it is a sophisticated vessel for exploring the very architecture of the human soul.

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Arts and GH Heritage

The Sound of Stillness: How South African Dance Set Abidjan Ablaze

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When the curtains rose at the Salle Lougah François in Abidjan’s Palais de la Culture, it wasn’t just the stage lights that commanded attention—it was the weight of a collective breath.

In the dual performance of ZO! Mute, South African choreographic titans Vincent Sekwati Mantsoe and Gregory Maqoma didn’t just stage a dance; they conducted a spiritual excavation.

The evening felt like a masterclass in the economy of energy. Mantsoe’s ZO! channeled the mythic spirit of Queen ZO, a figure of terrifying duality.

Six dancers, cloaked in arresting red, moved through a landscape where street dance collided with ancestral ritual. Here, the body was an instrument of both grace and destruction.

The “physicality” wasn’t merely athletic; it was a rhythmic conversation where body percussion replaced orchestral swells, grounding the performance in the grit of urban life and the sanctity of tradition.

However, the true brilliance emerged in the transition to Maqoma’s Mute. If ZO! was the storm, Mute was the deliberate, ringing silence that follows.

Maqoma challenged the audience to find meaning in absence. By leaning into minimalism, every twitch of a finger or tilt of a head carried the weight of a spoken manifesto.

It raised a poignant question for any modern African audience: in a world filled with the noise of greed and despair, can silence be our most potent form of agency?

As the dancers shifted from chaos to contemplation, ZO! Mute became a metaphor for the continent itself—navigating the fragile line between power and collapse, while stubbornly searching for renewal amidst the decay.

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Arts and GH Heritage

The Body is the Map: Decolonizing the Female Identity through Contemporary Dance

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At the 2026 Market for African Performing Arts (MASA) in Abidjan, the air inside the Salle Kodjo Ebouclé usually hums with the kinetic energy of West Africa’s most ambitious ensembles.

But when Mozambican dancer Mai-Júli Machado took the stage for her solo piece, Amelle, the roar of the Palais de la Culture dissolved into a heavy, expectant silence.

Machado began the piece topless—a choice that, in many contemporary African contexts, remains a radical reclamation of the female form from the male gaze.

In Amelle, the skin is not a spectacle; it is a parchment. As she moved, her body became a vessel of memory, tracing the jagged line between girlhood and womanhood.

What makes Amelle a vital contribution to the continental dialogue is its refusal to shout. In a world of loud political manifestos, Machado’s “ritual of transmission” suggests that the most profound resistances occur in the quiet, invisible shifts of the psyche.

Her choreography oscillates between agonizing restraint and explosive release—a physical manifestation of the cultural and social “corsets” that attempt to define African female identity.

For a global audience, Machado’s work serves as a reminder that the African body is not just a site of rhythm or labor, but a living archive.

Every deliberate pause and every urgent expansion against “unseen forces” mirrors the resilience required to navigate traditional expectations while carving out a modern self.

Amelle is more than a dance; it is an intimate testimony to the complexity of becoming in a world that often demands women remain still.

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