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As enthusiasm builds towards the 2026 FIFA World Cup, many players within Ghana’s creative industry are wondering whether the country’s flagship cultural tourism initiative, the Black Star Experience, has missed a golden opportunity to shine on the global stage.
The project was launched with considerable excitement by President John Dramani Mahama in May 2025, carrying the promise of transforming Ghana into a year-round destination for culture, arts and tourism. Fourteen months later, however, many industry stakeholders say that promise remains largely unseen.
At a time when countries across the world are actively positioning themselves to benefit from the enormous visibility the World Cup brings, concerns are growing that Ghana has yet to fully activate a programme specifically designed to showcase its cultural strengths.
For many creatives, the tournament represents the perfect platform to market Ghana’s music, food, fashion, heritage, cinema and artistic identity to millions of potential visitors and investors. Yet there is a widespread perception that little has been done publicly to leverage the moment.
Questions continue to surround the initiative’s visibility and impact. Industry observers point out that the Black Star Experience was introduced as a comprehensive cultural movement built around several key pillars, including music, cinema, cuisine, fashion, literature, aesthetics and heritage. More than a year later, many are still struggling to identify major projects or activities that clearly demonstrate those pillars in action.
The concern is not necessarily about the vision itself. In fact, many within the creative sector still regard the Black Star Experience as one of the most ambitious cultural initiatives introduced in recent years.
The challenge, they say, is execution.
According to critics, a project intended to celebrate Ghanaian culture throughout the year should already be creating visible experiences that citizens, tourists and industry players can actively participate in. Without consistent public engagement, there are fears that enthusiasm surrounding the initiative could gradually fade.
While frustrations continue to mount, Black Star Experience Coordinator Rex Owusu Marfo, popularly known as Rex Omar, has previously explained that implementation has been affected by financial and administrative challenges.
According to him, the secretariat was established after the 2025 national budget had already been approved, leaving the office without a dedicated budget allocation during its first year of operation.
As a result, much of the period was spent laying the foundation for future activities rather than executing large-scale programmes. The secretariat focused on building partnerships, signing agreements and establishing structures needed for long-term implementation.
Initiatives such as Creative Connect Afrika and Taste the Culture were undertaken as part of that groundwork.
Rex Omar has expressed confidence that the project is now positioned for greater activity, noting that proposals for 2026 have been submitted and defended, with expectations that the necessary resources will soon become available.
For many industry stakeholders, however, the explanation only deepens the conversation about planning, timelines and delivery.
The vision behind the Black Star Experience remains compelling. Ghana possesses a rich cultural story, a thriving creative industry and a global audience eager for authentic experiences.
What many are waiting for now is evidence that the initiative can move beyond its promise and become the transformative cultural force it was envisioned to be.
With the World Cup approaching and global attention up for grabs, the pressure is mounting for the Black Star Experience to finally step onto the pitch and justify the excitement that accompanied its launch.
