Ghana has officially launched the Experience Ghana campaign at the World Travel Market (WTM) London 2026, marking a significant step towards strengthening the country’s position as a leading global tourism destination and showcasing its rich cultural heritage, creative industries, natural attractions and renowned hospitality.
The campaign, unveiled under the banner #TheBlackStarExperience, seeks to promote Ghana as more than a conventional holiday destination, inviting international visitors to immerse themselves in the country’s history, traditions, lifestyle and contemporary cultural experiences.
The official 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 (S6-525) at ExCeL London, in the presence of tourism industry stakeholders, international travel professionals and representatives of the global travel trade.
Speaking at the launch, Mr Quansah underscored the importance of promoting Ghana’s unique cultural identity and tourism potential to the international community.
He emphasised the campaign’s role in showcasing Ghana’s rich heritage, vibrant creative industries and renowned hospitality while strengthening the country’s position as a preferred destination for international travellers.
The Deputy Head of Mission further highlighted the importance of deepening partnerships with international tourism stakeholders, attracting investment into the sector and encouraging visitors to explore Ghana beyond its traditional tourist attractions.
He also drew attention to the opportunities presented by Ghana’s growing tourism industry, particularly its potential to support local businesses, create employment and contribute to sustainable economic development.
Spearheaded under the auspices of the Ministry of Tourism, Culture and Creative Arts, the initiative aligns with the Government of Ghana’s flagship Black Star Experience policy, which seeks to harness the country’s tourism, cultural and creative assets to stimulate economic growth, attract international visitors and create opportunities across the tourism value chain.
The campaign highlights Ghana’s unique blend of historical significance and contemporary cultural expression, showcasing iconic heritage sites such as the Cape Coast and Elmina Castles alongside the vibrant arts, fashion, music, film and entertainment industries.
It also promotes the country’s colourful traditional festivals, indigenous cuisine, scenic landscapes, eco-tourism attractions and coastal destinations, presenting Ghana as a place where visitors can experience both cultural authenticity and modern African creativity.
Beyond conventional tourism attractions, the initiative draws attention to Ghana’s indigenous products and traditional craftsmanship, including shea butter production, which reflects the country’s natural heritage, entrepreneurial potential and generations of indigenous knowledge.
By incorporating these experiences, the campaign seeks to strengthen connections between tourism, local enterprise and community livelihoods while creating opportunities for visitors to engage more meaningfully with Ghanaian culture.
A major focus of the initiative is the promotion of Ghana as an all-year-round tourism destination, building on the international appeal of the December in GH festivities while encouraging travel beyond the traditional festive season.
The campaign also seeks to attract visitors interested in cultural festivals, business tourism, conferences, creative industry events, heritage exploration and other experiences available throughout the year.
The launch comes as Ghana prepares to commemorate its 70th Independence Anniversary on 6 March 2027, an important national milestone that presents further opportunities to showcase the country’s history, cultural identity and achievements to international audiences.
Ghana’s participation in WTM London 2026 also provides a strategic platform to strengthen engagement with the global travel trade, establish new tourism partnerships and expand the country’s visibility in competitive international tourism markets.
Through the Experience Ghana campaign, international tour operators, travel writers, content creators and tourism stakeholders are being encouraged to promote Ghana’s distinctive attractions and introduce new audiences to the country’s diverse experiences.
The initiative further underscores Ghana’s commitment to leveraging tourism as a driver of economic development, cultural exchange, investment and job creation, particularly within the hospitality and creative sectors.
As global tourism continues to evolve towards more immersive and culturally enriching travel experiences, Ghana is positioning itself as a destination that offers visitors an opportunity not only to explore its landmarks but also to connect with its people, appreciate its heritage and experience its distinctive way of life.
The message from Ghana at WTM London 2026 is clear: Ghana is more than a destination to visit; it is a country to discover, connect with and experience