Initiative Uses Heritage Storytelling to Boost Global Presence and Diaspora Engagement
The Ghana Tourism Authority (GTA) has launched the pioneering Mansa Musa Project, a major cultural diplomacy initiative designed to significantly boost the country’s tourism sector. Developed in collaboration with Ghanaian poet and playwright Chief Moomen, the project aims to position Ghana as “Africa’s creative capital” and a leading cultural tourism destination worldwide.
The project’s primary strategy is to leverage the country’s rich history and diverse cultural heritage through high-profile storytelling. This includes staging Broadway-style productions and multimedia experiences, initially targeting the United States market. The goal is to bring attention to Ghana’s cultural assets, its connection to ancient kingdoms, and its vibrant arts scene.
Focus on Diaspora and Regional Growth
A significant element of the Mansa Musa Project is its focus on engaging the African diaspora in the United States. By using cultural performances as an emotional bridge, the initiative seeks to encourage African-Americans and Caribbean nationals to reconnect with their roots, thereby stimulating heritage tourism and socioeconomic development within local communities.
Furthermore, the project’s goal is not limited to the capital, Accra. The campaign will actively promote regional tourist destinations, including Kumasi, Cape Coast, and the Volta Region, as part of a holistic strategy to ensure tourism benefits are distributed across the country. By utilizing technology, including virtual tours and digital marketing, the project aims to make Ghana’s cultural heritage more accessible to a global audience.
