Ghana will host the maiden edition of the African Festival of Arts, Culture and Creativity (AFESTAC) from 9 to 11 December 2026, as part of efforts to promote African creative excellence, strengthen cultural exchange and attract investment into the continent’s creative economy.
The Minister of Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, announced this at the launch of the 2026 December in GH campaign and the unveiling of its calendar of activities.
She said the festival, organised in collaboration with the African Union Development Agency (AUDA-NEPAD), would bring together African Union member states, policymakers, creative entrepreneurs, investors, development partners, academics, local communities and members of the African diaspora.
The initiative is expected to deepen cultural exchanges, promote skills development and unlock investment opportunities across Africa’s creative economy.
According to the Minister, the festival forms part of Ghana’s broader ambition to position tourism, culture and the creative arts as drivers of economic growth, job creation, investment and national development.
Hon. Gomashie said the success of December in GH should not be measured solely by the number of visitors or the excitement generated by concerts and other entertainment activities, but also by the economic opportunities created for Ghanaians.
She identified content creators, bloggers, booking agents, hoteliers, tour operators, food vendors, fashion designers, artisans, filmmakers, musicians and young entrepreneurs among those expected to benefit from the initiative.
She called for a tourism model that extends the benefits of the festive season to communities and businesses across the country, with particular attention to sustainable livelihoods for young people and women.
“December 2026 in Ghana is our opportunity to make everyone connected to us a brand ambassador of Ghana through the experiences we give ourselves and our visitors,” she said.
The Minister explained that the campaign builds on earlier initiatives, including the Pan-African Emancipation Day celebrations, the Joseph Project, the Year of Return and Beyond the Return, which have contributed to Ghana’s international tourism appeal and engagement with the African diaspora.
Black Star Experience to drive cultural tourism
Madam Gomashie also highlighted the Black Star Experience as a strategic framework for promoting Ghana’s tourism, culture and creative arts sector.
She said the initiative seeks to establish Ghana as a leading destination for authentic Afro-cultural experiences through activities spanning music, film, fashion, gastronomy, literature, heritage and the performing arts.
The Minister stressed that promoting Ghanaian culture should extend beyond the December festive period, encouraging domestic tourism and inviting international visitors to explore the country throughout the year.
She urged stakeholders to promote attractions across all 16 regions, including the country’s historical sites, natural landscapes and diverse cultural traditions.
Minister calls for better service and responsible pricing
As Ghana prepares for the 2026 festive season, the Minister urged tourism and hospitality operators, transport providers and event organisers to uphold service excellence, visitor safety, responsible pricing and quality experiences.
She cautioned industry stakeholders against practices that make Ghana unnecessarily expensive for visitors, stressing that the country’s reputation as a welcoming destination must be reflected in every interaction.
Madam Gomashie said every visitor should leave with positive memories of Ghana and a compelling reason to return with others.
She also emphasised the need for stronger collaboration between government and the private sector to encourage investment, support innovation and create sustainable employment opportunities.
As an example of efforts to promote the country, she recounted a conversation with Togbe Afede XIV, Agbogbomefia of the Asogli Traditional Area and founder of Africa World Airlines, which she said led to the branding of the airline’s latest Embraer E190 aircraft with the inscription “Experience Ghana.”
She said the December 2026 in GH campaign, themed “Ghana to the World,” seeks to project the country’s cultural identity, creative excellence, heritage and hospitality to the international community.
Story by : Belinda Anim-Piesie
