President John Dramani Mahama on Thursday, May 1, launched the Black Star Experience as part of efforts to position Ghana as Africa's premier destination for tourism. 

The Black Star Experience is the government's flagship culture, arts, and tourism brand to make Ghana a preferred tourism destination.  

It is in fulfillment of President Mahama's campaign promise to launch the initiative as part of the 120-Day Social Contract with Ghanaians. 

The Blackstar Experience is a year-round celebration in all the major entertainment, artistic and educational disciplines. 

Activities lined up for the celebration include The Pan African Month, Celebrating Heritage, History and Diaspora Engagement, The Ghana Film Festival and Awards Month, Ghana Music World, Culinary Month, Architecture, Design, Arts and Crafts, Fashion and Textiles Month and Literacy/Literary Month. 

President Mahama, in his remarks at the launch, said the Black Star Experience was about restoring national pride, celebrating national heritage and unlocking the vast potential within Ghana's cultural, creative and tourism sectors.  

He said it was not merely the launch of a brand, but reclaiming the narrative and projecting to the world a bold new vision of Ghana that stands tall, vibrant, proud and unstoppable.  

He said the launch of the Black Star Experience is a declaration that Ghana is the cultural and creative heartbeat of Africa.  

"We're determined to redefine how the world sees us and more importantly how we see ourselves," he stated. 

The President stated that Ghana must be recognised not only for its historic achievements, but also for its dynamic present and limitless future.  

He said a powerful legacy had shaped the nation from the enduring kingdoms of Akwamun, Dagbon and Ashanti to the fearless pan-Africanist leadership of Osagyefo Dr Kwame Nkrumah, whose vision of African unity still inspires generations. 

"And yet for too long we have under-invested in what makes Ghana truly exceptional. That is our culture, our creativity, our warmth and the way of life. And that must change," he said. 

President Mahama said the Black Star Experience was the government solemn pledge to rebrand Ghana and showcase to the world the brilliance of the country's festivals, the rhythm of music, the beauty of fashion, the power of films, the richness of cuisine, the wisdom in storytelling and the unmatched warmth of the people.  

Secondly, he said the launch would create jobs, empower millions of young Ghanaians, particularly women, by unlocking opportunities in the creative and tourism industries, nurturing entrepreneurship and innovation and creating sustainable livelihoods. 

The President said the Blackstar Experience initiative would also draw in global investment and forge new pathways for inclusive growth and prosperity, thereby positioning Ghana as Africa's premier destination for cultural tourism and creative collaboration.  

"Let it be known that the Black Star Experience is not a one-off event. It is a 365-day celebration of Ghanaian ingenuity and excellence," President Mahama said. 

He said that through the Black Star Experience, the creative energy of the Ghanaian people would radiate daily from every region and every community. 

"Imagine the majestic rhythms of the Hogbetsotso Festival in Anlo, the electrifying art of the Chale Wote Festival right here near the Black Star Square, the dazzling colours of Fetu Afahye in Cape Coast broadcast to global audiences, the Odwira Festivals of Akwapim and Ashanti, Aboakyer Festival of the people of Efutu, Homowo of the people of Ga, and the Bugum Festivals of the Dagbon people,” he said. 

President Mahama added, "Imagine if the Kente weavers of Bonwire were celebrated as national treasures, and Kumawood and Gallywood filmmakers were dazzling international screens, with world-class studios stretching from Accra to Takoradi."

"And let us be reminded of the words of Osagyefo Dr Kwame Nkrumah. He says we face neither east nor west. In Ghana, we face forward," he said. 

"The Black Star Experience is that forward that Nkrumah talked about. It is our pride. It is our legacy. It is our future. And let's make it legendary." 

The Minister of Tourism, Culture and Creative Arts, Ablah Dzifa Gomashie, said the Blackstar Experience was pivotally designed as a stimulus that moved the nation's creative impulses and culture from the fringes to the center of national development.  

The Presidential Staffer and Co-ordinator of the Blackstar Experience, Rex Omar, said the launch of the Blackstar Experience meant that they were going to rebrand Ghana to align with the world's 20 most successful countries in tourism. 

"Together we can unlock the full potential of Ghana's creative economy. As we launch the Black Star Experience, I urge every Ghanaian, young and old, to embrace this vision."