‘Experience Ghana’ campaign launched at World Travel Market London 2026

The Experience Ghana campaign was officially introduced at the World Travel Market (WTM) London 2026, aiming to elevate Ghana as a premier global tourism hub. This campaign, identified by the hashtag #TheBlackStarExperience, aims to showcase Ghana's cultural heritage, creative industries, natural wonders, and exceptional hospitality.

Ghana's Deputy Head of Mission to the United Kingdom and Ireland, Aquinas Tawiah Quansah, spearheaded the launch at ExCeL London, alongside tourism industry leaders, global travel professionals, and representatives from the travel trade.

Quansah emphasized the significance of promoting Ghana's distinct cultural identity and tourism potential, highlighting the campaign's role in unveiling the country's rich history, vibrant creative industries, and renowned hospitality. He also stressed the importance of fostering partnerships with international tourism stakeholders, attracting investments, and encouraging visitors to explore beyond traditional attractions.

The launch aligns with Ghana's Black Star Experience policy, which focuses on utilizing the country's tourism, cultural, and creative assets to drive economic growth, attract international visitors, and foster sustainable development.

The campaign introduces Ghana as a destination that offers a unique blend of historical significance and contemporary cultural expression. It features iconic heritage sites like the Cape Coast and Elmina Castles, alongside the dynamic arts, fashion, music, film, and entertainment sectors. Visitors can also experience traditional festivals, local cuisines, scenic landscapes, eco-tourism sites, and coastal destinations.

The initiative highlights Ghana's indigenous products, such as shea butter production, emphasizing the country's natural wealth, entrepreneurial potential, and traditional craftsmanship.

A key aspect of the campaign is promoting Ghana as a year-round tourist destination, extending its appeal beyond the traditional festive period. This approach aims to attract cultural festival enthusiasts, business travelers, conference attendees, creative industry participants, and visitors interested in heritage exploration. By launching at WTM London 2026, Ghana aims to strengthen its ties with the global travel industry, forge new partnerships, and enhance its visibility in competitive international tourism markets.

The campaign invites tour operators, travel writers, content creators, and tourism stakeholders to promote Ghana's distinctive attractions, opening new doors for audiences to discover the country's diverse experiences. Ultimately, Ghana is positioning itself as a destination that offers more than just sightseeing; it invites travelers to connect with its people, appreciate its heritage, and become part of its unique lifestyle.