The Black Star Experience: Un-locking Ghana’s tourism potential for sustainable revenue mobilisation

Ghana, the land of rich cultural heritage, breathtaking landscapes, and a history that resonates across the globe, is poised to take centre stage in the global tourism sector. The Nation­al Democratic Congress (NDC) has unveiled an ambitious initia­tive – the “Black Star Experience” – which is aimed at transforming Ghana into a world-class tourist destination. This initiative is not just a vision; it is a call to action to harness the immense opportuni­ties in Ghana’s tourism sector for sustainable revenue mobilisation. In this article, I explore the oppor­tunities and implications of the Black Star Experience for Ghana’s economy and its people.

The Black Star Experience is more than a slogan; it is a strategic framework designed to showcase Ghana’s unique offerings to the world and, therefore, a gateway to Ghana’s tourism potential. From the vibrant festivals and historical landmarks to the lush rainforests and pristine beaches, Ghana is a treasure trove of experiences waiting to be discovered. The initiative seeks to position Ghana as a hub for cultural, historical, and eco-tourism, while also tapping into the growing global interest in African heritage and adventure.

Ghana’s cultural festivals, such as the Homowo, Aboakyir, and Kundum, are a vibrant expres­sion of the country’s traditions. Coupled with historical sites such as the Cape Coast and Elmina Castles, these attractions offer a powerful draw for tourists seeking to connect with Africa’s past and present. The Black Star Experience amplifies these offerings through enhanced storytelling, immersive experiences, and international collaborations.

With national parks, namely Mole and Kakum, as well as Wli and Boti waterfalls, Ghana is a paradise for nature lovers. The Black Star Experience promotes eco-friendly tourism practices, as an enabler of natural wonders preservation, while generating rev­enue. Adventure tourism, including hiking, birdwatching, and canopy walks, also attracts thrill-seekers from around the world.

Ghana’s creative arts sector, including music, film, and fashion, is gaining global recognition. The Black Star Experience leverages this momentum by supporting events like the Ghana Music Awards, film festivals, and fash­ion shows. These events not only attract tourists but also showcase Ghana’s creative talent on the global stage.

The African diaspora represents a significant market for Ghana’s tourism sector. “Year of Return” and “Beyond the Return” as the successors of the former have already demonstrated the potential of diaspora tourism. The Black Star Experience can build on this success by offering tailored packages, such as heritage tours and family re-unions, to encourage repeat visits.

To support the growth of tour­ism, investment in infrastructure is critical. The Black Star Experience can drive the development of world-class hotels, transportation networks, and digital connectivity. Public-private partnerships will be key to ensuring these facilities meet international standards.

A strong branding campaign under the Black Star Experience can position Ghana as a must-visit destination. By leveraging digital marketing, social media influencers, and partnerships with international travel agencies, Ghana can reach a global audience and attract tourists from diverse markets.

While the tourism sector is reported widely to be the num­ber three or four contributor to Ghana’s Gross Domestic Product (GDP), practitioners and actors in the sector are of the view that the real contribution and position to GDP might be number two or even one, because a huge portion of the tourism sector revenue generated is under-reported. The reason for this state of affairs is the absence of a “Tourism Satellite Account (TSA)” which measures tourism, household and envi­ronment incomes. With the help of the Ghana Statistical Service (GSS), the tourism sector will soon have an international accounting system that reflects the real GDP contribution of the tourism sector.

The above notwithstanding, the tourism sector is a powerful driver of economic growth and job cre­ation by attracting high-spending tourists. The Black Star Experi­ence has the potential to generate thousands of jobs in hospitality, transportation, retail, and the cre­ative arts, providing livelihoods for many Ghanaians. The sector is also a major source of foreign exchange earner; an automatic stabiliser of the local currency, and an improver of Ghana’s balance of payments.

While tourism revenue is re-in­vested in local communities to improve infrastructure, education, and healthcare, community-based tourism initiatives usually empower local populations and ensure the benefits of tourism are widely shared. More so, the focus on cultural and historical tourism can encourage the preservation of Ghana’s heritage sites and tradi­tions. However, it is essential to balance commercialisation with cultural authenticity to avoid dilut­ing the value of these assets and in the same vein, the Black Star Expe­rience must prioritise eco-friendly practices to protect Ghana’s natural resources for future generations.

For global competitiveness, there is a need for continuous innova­tion, quality service delivery, and effective marketing strategies to enhance the attractiveness of the Ghanaian destinations in Africa and beyond.

The success of the Black Star Experience will depend on supportive government policies, in­cluding visa reforms, tax incentives for investors, streamlined regulato­ry processes and blocking tourism revenue leakage.

The Black Star Experience is a bold and visionary initiative that has the potential to transform Ghana’s tourism sector and drive sustainable revenue mobilisation. By leveraging Ghana’s cultural, historical, and natural assets, this initiative can position the country as a leading tourist destination in Africa and the world. However, achieving this vision will require collaboration among governments, the private sector, and local com­munities. With the right strategies and investments, the Black Star Experience can shine brightly, illuminating a path to prosperity for all Ghanaians.

Ghana’s time is now. Let us embrace the Black Star Experience and un-lock the full potential of our tourism sector for a brighter future.

The writer is the Director of Policy Planning, Budgeting, Monitoring and Evaluation, Ministry of Tourism, Culture and Creative Arts

BY DR ALPHONSE KUMAZA (PH.D)

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