The Blackstar Experience, the headline programme for Ghana's tourism, culture and creative arts industries, has been launched.

The ceremony took place on Thursday, May 1,  2025 in front of the Freedom and Justice Monument at the Blackstar Square in Accra.

The programme was attended by government officials, dignitaries from the orange economy and stakeholders from the tourism, arts and culture space.

In his address, the Coordinator of the Blackstar Experience, Rex Owusu Marfo indicated that the Blackstar Experience was more than just a project, but rather a movement, a re-awakening of the national pride and an invitation to the world to experience the soul of Ghana.

He said Ghana had long been celebrated for its hospitality, history and dynamic cultural expressions: from the rhythmic beat of its music, to the captivating stories of its ancestors, from the bustling markets, to the serene landscape, indicating that these are things Ghana could offer to the world.

Rex further highlighted that the Blackstar Experience will be hinged on seven pillars: cinema, audio, cuisines, aesthetics, style, literature and heritage.

He said that the overarching vision of the Blackstar Experience Secretariat will be to align Ghana's brand reputation with 20 most esteemed countries or country brands worldwide.

"It means we are going to rebrand Ghana to align with the world's 20 successful countries when it comes to tourism," he explained.

According to the veteran musician, the Secretariat will incorporate the Blackstar Experience framework into all facets of the nation's initiatives across multiple sectors, elevate Ghana's image as a preeminent and a preferred destination for global travelers, and transform Ghana into Africa's cultural capital.

While some new programmes and products will be created, existing ones will also be amplified and fine-tuned to suit the objectives of the experience.

As part of the events earmarked for the Blackstar Experience, Rex Owusu Marfo indicated there will be collaborations with international organisations and groups like one in Atlanta which celebrates Blackstar Week every year.

"This is an opportunity to showcase Ghanaian talents, creative products, and to take advantage of partaking in investments, expos and meetings that exist," he said.

He stated that there will also be exhibition football matches between legends of an international football clubs and legends of national football team, the establishment of a multi-million dollar film studio called Ananse Studio, Ghana Music Week celebration, annual stakeholder meeting dubbed Creative Connect and Detty December.

While assuring the Blackstar Experience of her maximum dedication, the Minister of Tourism, Culture and Creative Arts, Abla Dzifa Gomashie mentioned that the creative economy would do wonders if it was given a much bigger share of the national cake.

"Usually, we are at the bottom of the pile when the money is being shared. Bring us in the middle and see the magic we will bring to you, ' she said.

The President, John Dramani Mahama, therefore, reiterated his unflinching love for the tourism, arts and culture sectors and pledged to position it on a higher pedestal.

The Black Star Experience’ is the government's flagship Culture, Arts, and Tourism brand to redefine and affirm the Ghanaian identity, attract investments, create new jobs, and increase tourism. It will undertake a year-round celebration in all the major entertainment, artistic, and educational disciplines.