Ghana Launches Mansa Musa Project to Boost the Tourism Growth Through Cultural Diplomacy and Heritage Storytelling, Enhancing Their Global Presence

Published on November 22, 2025

The GTA has launched a pioneering project in cultural diplomacy and heritage tourism, the Mansa Musa project, in collaboration with Ghanaian poet and playwright Chief Moomen. This was announced on November 13, 2025, and spotlighted at a special ceremony during the National Tourism Awards. According to Maame Efua Houadjeto, CEO of the Ghana Tourism Authority, this project helps position Ghana as Africa’s creative capital, while seeking to expand Ghana’s tourism footprint worldwide.

Strengthening Ghana’s Tourism Through Cultural Diplomacy

The Mansa Musa project’s primary goal is to position Ghana as a leading cultural tourism destination, leveraging the country’s rich historical heritage, artistic creativity, and diverse cultural offerings to attract global visitors. This tourism diplomacy initiative will target the United States initially, with the Broadway-style productions and multimedia storytelling designed to engage tourists and businesses interested in heritage tourism.

By showcasing Ghana’s unique cultural assets through music, theater, and visual arts, the initiative highlights the country’s vibrant arts scene while enhancing its profile as a tourism hub for both cultural tourism and artistic experiences. These efforts are expected to generate higher international tourism as visitors come to experience the culture, history, and creativity of Ghana.

Tourism Growth Through Heritage and Creative Storytelling

The project’s tourism impact is expected to be significant, particularly in cultural tourism and heritage-based experiences. Chief Moomen’s Mansa Musa productions, which have already been staged at UNESCO’s Paris headquarters and in Barbados, will play a pivotal role in promoting Ghana’s history, including its connection to ancient kingdoms and African cultural heritage. These productions aim to bring more attention to Ghana’s cultural tourism offerings and raise awareness about the nation’s tourism potential in global markets.

Ghana’s tourism sector stands to benefit from this initiative by not only attracting more tourists but also by increasing tourism-related investments in local art, performance spaces, and cultural exchanges. These efforts will drive tourism revenue through ticket sales, hospitality services, and tourism programs, enhancing the local economy.

Strengthening Diaspora Engagement and Regional Travel

A significant aspect of the Mansa Musa project is its focus on engaging the African diaspora in the United States. The project will promote tourism to Ghana by showcasing Ghana’s cultural heritage to diaspora communities, encouraging them to reconnect with their roots and visit the country. The cultural performances and storytelling will serve as an emotional bridge for African-Americans and Caribbean nationals, fostering cultural diplomacy and stimulating heritage tourism as travelers explore Ghana’s historic sites.

By establishing new tourism channels targeting the diaspora, Ghana will not only increase visitor numbers but also create opportunities for socioeconomic development within local communities. Diaspora engagement strengthens tourism flows, encourages cultural exchange, and helps to reinforce national pride, making this initiative an important factor in growing the country’s tourism sector.

Promoting Ghana’s New Tourism Routes and Destinations

The campaign will not just focus on showcasing Ghana’s capital, Accra, but will also highlight other regional tourist destinations in Ghana, including Kumasi, Cape Coast, and the Volta Region, all of which offer unique cultural, natural, and historical attractions. The efforts to promote regional tourism are part of Ghana’s holistic tourism strategy to ensure the benefits of tourism reach local communities across the country.

With high-profile cultural events such as the Mansa Musa productions set to take place in cities like Las Vegas, New York, and Atlanta, the campaign is expected to increase tourism awareness about the diverse tourism offerings across Ghana’s regions. These global performances will spark interest in eco-tourism, historical site visits, and traditional festivals, making Ghana a must-visit destination for tourists interested in authentic African experiences.

Technology Integration in Promoting Ghana’s Tourism

In line with the evolving nature of tourism promotion, the Mansa Musa project also integrates digital technology, including the use of online platforms for virtual tours and social media campaigns that will expand its reach beyond live performances. The integration of multimedia storytelling, digital marketing, and augmented reality experiences will further enhance the tourism experience for potential visitors, making Ghana’s cultural heritage more accessible to a global audience.

With the growing role of technology in tourism marketing, this digital approach aligns with the broader shift toward sustainable tourism practices, where digital tools are used to promote destinations while minimizing the environmental footprint of traditional tourism methods.

Looking Ahead: A Promising Future for Ghana’s Tourism Sector

The Mansa Musa project therefore presents a turning point in Ghana’s tourism strategy in its journey to becoming one of Africa’s prime cultural tourism destinations. The project’s emphasis on cultural diplomacy, heritage tourism, and creative arts is proof of the growing recognition of tourism as an important economic driver for Ghana. With the improvement in the visibility of the country’s cultural assets, Ghana is also likely to gain more international tourist demand, thereby creating jobs, generating revenue, and enabling long-term growth in tourism.

As global investments into cultural tourism continue to grow, there is now an unparalleled opportunity for Ghana to join the ranks of a select few countries that are leading globally in heritage tourism, arts tourism, and eco-tourism. By continuing to focus on the cultural heritage of Ghana and the African diaspora, this initiative can be used to position Ghana’s tourism industry for sustainable growth while fostering greater global interconnectedness through various cultural exchanges.