Ghana launches Experience Ghana campaign at global tourism market in London

Ghana has launched the Experience Ghana campaign at the 2026 World Travel Market (WTM) in London to strengthen its position in the global tourism industry and attract more international visitors.

The campaign, unveiled under the banner #TheBlackStarExperience, seeks to promote Ghana beyond conventional holiday tourism by showcasing its rich cultural heritage, creative industries, historical attractions, natural landscapes and hospitality to international audiences.

The launch was performed by Ghana’s Deputy Head of Mission to the United Kingdom and Ireland, Aquinas Tawiah Quansah, at the Ghana Tourism Authority’s exhibition stand at ExCeL London on Tuesday.

Speaking at the launch, Mr. Quansah said the campaign would help showcase Ghana’s cultural identity and tourism potential while strengthening the country’s appeal as a preferred destination for international travellers.

He also called attention to the need for stronger partnerships with international tourism stakeholders to attract investment and encourage visitors to explore the country’s diverse attractions, adding that Ghana’s growing tourism industry offered opportunities to support local businesses, create jobs and contribute to sustainable economic development.

The Experience Ghana campaign is being spearheaded under the auspices of the Ministry of Tourism, Culture and Creative Arts and aligns with the government’s flagship Black Star Experience policy, which seeks to harness tourism, culture and the creative industries to stimulate economic growth.

It showcases Ghana’s historical landmarks, including the Cape Coast and Elmina Castles, alongside its vibrant music, fashion, film, arts and entertainment industries.

The campaign also promotes traditional festivals, indigenous cuisine, eco-tourism attractions, scenic landscapes and coastal destinations, offering visitors opportunities to experience the country’s cultural heritage and contemporary lifestyle.

It further highlights indigenous products and traditional craftsmanship, including shea butter production, to connect tourism promotion with local enterprise and community livelihoods.

A major focus is to position Ghana as an all-year-round tourism destination, building on the international appeal of the December in GH festivities while encouraging visitors to explore the country beyond the festive season.

The initiative is also targeting visitors interested in cultural festivals, business tourism, conferences, heritage exploration and creative industry events throughout the year.

Ghana’s participation in WTM London provides an opportunity to engage international tour operators, travel writers, content creators and tourism investors to develop partnerships and expand the country’s visibility in competitive tourism markets.

The campaign comes ahead of Ghana’s 70th Independence Anniversary on March 6, 2027, which is expected to provide further opportunities to showcase the country’s history, cultural identity and achievements to international audiences.

Through the Experience Ghana initiative, the government seeks to position tourism as a source of investment, employment, cultural exchange and economic opportunities while inviting international visitors to discover the country’s distinctive heritage and way of life.

Margaret Adjeley Sowah & Bridget Bonnie