Ghana has launched its new Experience Ghana campaign at World Travel Market London 2026, promoting the country as a destination built around its history, culture, creative industries, natural attractions and hospitality.
Unveiled under the banner #TheBlackStarExperience, the campaign aims to encourage international visitors to look beyond traditional sightseeing and engage with Ghana’s heritage, everyday life and contemporary cultural identity.
The launch was led by Aquinas Tawiah Quansah, Ghana’s Deputy Head of Mission to the United Kingdom and Ireland, at the Ghana Tourism Authority stand, S6-525, at ExCeL London. Tourism stakeholders, international travel professionals and members of the global travel trade attended the event.
Mr Quansah highlighted the importance of presenting Ghana’s distinct cultural identity and tourism opportunities to a worldwide audience. He also stressed the campaign’s role in showcasing the country’s heritage, creative economy and hospitality while strengthening its appeal to international travellers.
He called for closer partnerships with tourism organisations around the world, greater investment in Ghana’s tourism sector and a broader understanding of what the country offers beyond its established attractions.
The campaign is being delivered under the Ministry of Tourism, Culture and Creative Arts and supports the Government of Ghana’s Black Star Experience policy. That programme is intended to use tourism, culture and the creative industries to promote economic growth, attract overseas visitors and create opportunities throughout the tourism value chain.
Experience Ghana brings together the country’s historical landmarks and modern cultural output. Its promotion includes Cape Coast and Elmina Castles, as well as Ghana’s arts, fashion, music, film and entertainment industries.
Traditional festivals, indigenous food, coastal areas, eco-tourism sites and scenic landscapes also feature prominently. The campaign presents Ghana as a place where visitors can experience both cultural authenticity and contemporary African creativity.
It also draws attention to indigenous products and traditional skills, including shea butter production. Those activities are presented as examples of Ghana’s natural resources, entrepreneurial capacity and generations of local knowledge.
By linking tourism with local businesses and communities, the initiative aims to create more meaningful visitor experiences while supporting livelihoods and enterprise. The sector is also being promoted as a source of employment, investment and sustainable economic development, particularly in hospitality and the creative industries.
A central objective is to establish Ghana as an all-year-round destination. The campaign builds on the international interest generated by the December in GH festivities but also encourages travel outside the traditional festive period.
Visitors are being invited to consider cultural festivals, business tourism, conferences, creative industry events and heritage exploration at different times of the year.
The launch comes ahead of Ghana’s 70th Independence Anniversary on 6 March 2027, which will offer another opportunity to present the country’s history, achievements and cultural identity to international audiences.
Ghana’s presence at WTM London 2026 is also intended to create new partnerships, increase engagement with international tour operators and raise the country’s profile in competitive global tourism markets. Travel writers, content creators and other industry figures are being encouraged to introduce new audiences to Ghana’s varied experiences.
