Ghana Taps Kumawood Films to Spotlight Ashanti Culture and Drive Global Tourism Growth

Published on November 28, 2025

The strategic role of the creative industry in shaping destination identity and stimulating tourism-led economic growth has been reaffirmed during a recent engagement in the Ashanti Region of Ghana. Strong emphasis has been placed on the responsibility of filmmakers to project Ghana’s cultural richness, heritage assets, and scenic landscapes to a global travel audience. Through this approach, a stronger national destination image is expected to be developed, with heightened international interest in leisure travel, cultural tourism, and experiential visits across the country.

At the centre of this tourism-focused initiative, Ghana’s Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, was engaged in discussions with stakeholders from the national film industry and allied creative sectors. The message was delivered in Kumasi at the start of the official Ashanti Regional tour, where the growing influence of film on international travel decisions, destination perceptions, and visitor behaviour was highlighted as a powerful driver of tourism development.

Film Positioned as a Destination Marketing Platform

A direct appeal was made to Kumawood actors and filmmakers to ensure that Ghana’s landscapes, traditions, heritage sites, and leisure attractions are actively reflected in screen productions. Through visual storytelling, the country’s tangible and intangible tourism assets were described as capable of being transformed into compelling global travel narratives. It was emphasized that film continues to serve as one of the most influential tools through which destinations are discovered, understood, and prioritised by international travellers.

The strong regional visibility already enjoyed by the Ashanti Region through film was acknowledged, and the existing exposure gained through Kumawood productions was recognised as a valuable tourism marketing advantage. This exposure was described as a foundation upon which a stronger international destination presence can be built. By presenting Ghana’s cultural identity and tourism offerings authentically and attractively, increased visitor arrivals are expected to be stimulated across accommodation, transport, tour operations, and allied services.

Tourism Stakeholders Engaged in Kumasi Consultations

During the minister’s visit to Kumasi, extensive engagement was undertaken with Kumawood representatives, Metropolitan, Municipal and District Chief Executives, as well as stakeholders from the hospitality, fashion, and tourism sectors. These interactions were structured to encourage cross-sector collaboration, recognising that tourism growth is closely linked to the performance of creative industries, local governance, and private enterprise.

Concerns affecting the sustainability of the tourism-supporting creative ecosystem were brought forward by stakeholders, reflecting the operational realities faced by professionals working within Ghana’s cultural and visitor economy. Issues such as taxation, international exchange programmes, and capacity building were raised as critical areas requiring continuous policy attention to ensure that Ghana remains competitive as a tourism destination.

Assurances were provided that these matters are currently being pursued through appropriate administrative and policy channels. Continued dialogue between tourism authorities, creative practitioners, and local governments was highlighted as essential for ensuring that destination promotion efforts remain coordinated, innovative, and closely aligned with national tourism objectives.

Ashanti Region Strengthened as a Cultural Tourism Hub

The Ashanti Region was described as one of Ghana’s most culturally vibrant tourism zones, endowed with historic landmarks, traditional festivals, royal heritage, and deep-rooted artistic traditions. Its longstanding prominence within Ghana’s tourism landscape has been further strengthened by the increasing global reach of Kumawood film productions.

Through consistent cinematic storytelling, elements of Ashanti culture have already been introduced to audiences across Africa and international markets. This ongoing screen exposure has been identified as a significant opportunity to attract domestic and international tourists seeking authentic cultural experiences. From historic palaces and traditional rites to bustling markets and modern urban environments, the Ashanti Region has been positioned as a living cultural tourism corridor.

The regional tour has therefore been structured not only as a cultural engagement but also as a strategic tourism assessment exercise. Through these engagements, the Ashanti Region has been reaffirmed as a critical pillar in Ghana’s broader tourism development and destination branding strategy.

Screen Exposure as a Driver of Visitor Interest and Travel Demand

The power of film to shape global destination perceptions has been widely acknowledged within modern tourism marketing frameworks. Visual representations of destinations often serve as travelers’ first emotional connection to a place. This influence has been emphasized as a central reason for encouraging Kumawood filmmakers to consciously embed Ghana’s tourism identity into narrative content.

Through carefully crafted storylines and authentic settings, Ghana’s coastlines, forests, heritage sites, urban centres, and rural communities can be presented as desirable locations for leisure tourism, cultural exploration, film tourism, and creative travel. Such representations have been identified as capable of influencing travel intent, increasing international visitation, stimulating private-sector investment, and strengthening Ghana’s image as a culturally rich destination.

By aligning creative output with tourism promotion objectives, a mutually reinforcing relationship is expected to be achieved. The film industry is projected as a key destination marketing engine, while tourism growth is anticipated to generate increased demand for film content, hospitality services, transport infrastructure, and creative talent.

Government Support for Tourism-Linked Creative Industries

Strong institutional support for the tourism-linked creative sector has been reaffirmed during the minister’s engagements. The role of government in creating an enabling environment for cultural production and destination marketing was emphasised as essential for long-term tourism sustainability.

Support mechanisms were described as being required across multiple layers, including tourism policy development, destination infrastructure, professional training programmes, and international promotion platforms. Through such support, Ghana’s creative professionals are expected to gain greater access to global tourism markets while also improving the technical quality and international appeal of their film productions.

The importance of exchange programmes was identified as a priority area from a tourism growth perspective. These initiatives are expected to foster cross-border learning, exposure to global tourism trends, technology transfer, and professional development. Such exchanges are also projected to strengthen Ghana’s linkages with other film tourism destinations worldwide.

Addressing Structural Challenges Affecting Tourism Growth

Taxation was highlighted as one of the central concerns affecting the growth and stability of tourism-supporting creative enterprises. Financial pressures linked to production costs, licensing, and regulatory compliance were described as constraints that can limit the expansion of film-driven destination promotion.

Capacity building was also identified as a pressing requirement for sustaining tourism competitiveness within the creative sector. Continued skills development, technical training, digital production capacity, and access to modern tools were emphasised as essential for meeting international tourism marketing standards. Through coordinated training programmes, local talent is expected to be empowered to produce globally competitive content that can effectively promote Ghana as a travel destination.

The issues raised by stakeholders were acknowledged as integral to the broader tourism ecosystem that connects film, hospitality, transport, culture, and destination services. By addressing these challenges through coordinated governance and industry participation, sustainable tourism growth is projected to be achieved.

Integrated Vision for Tourism and the Creative Economy

Ghana’s tourism and creative industries have increasingly been recognised as interdependent contributors to national economic development. Through festivals, films, fashion, gastronomy, and hospitality services, cultural expression has been transformed into a powerful tourism asset capable of driving visitor arrivals and destination spending.

Within this framework, the integration of creative storytelling with tourism promotion has been emphasised as a strategic destination branding approach. Films showcasing local traditions, culinary experiences, historic landscapes, and cultural festivals are expected to enhance global destination awareness and inspire experiential travel to Ghana.

The creative economy has further been identified as a tool for tourism-led youth employment, skills development, and cultural preservation. By strengthening linkages between film, fashion, hospitality, and tourism services, diversified income streams are projected to be generated across both urban and rural communities.

Ongoing Regional Tourism Assessment and Engagement

The tour across the Ashanti Region is being continued as part of a broader effort to assess regional tourism assets, infrastructure readiness, and creative sector needs. Accompaniment by Directors Dr Jeffrey Tamakloe and Divine Kwame Owusu Ansah has ensured institutional representation and coordinated engagement with tourism and creative stakeholders.

Through these visits, additional consultations are being undertaken with public and private-sector actors to gather insights into destination development priorities. The tour has been structured to strengthen relationships between national tourism institutions and local industry players, ensuring that tourism policies remain responsive to regional destination realities.

The outcomes of these engagements are expected to inform future tourism programmes, investment strategies, and destination marketing campaigns designed to strengthen Ghana’s positioning as a leading cultural and tourism destination in West Africa.

Conclusion: Film Framed as a Key Tourism Development Asset

Through the engagements held in Kumasi and across the Ashanti Region, film has been clearly framed as a central instrument for tourism development rather than solely an entertainment medium. It has been positioned as a strategic asset capable of influencing visitor flows, destination branding, cultural diplomacy, and international travel demand.

With stronger collaboration between tourism authorities, government institutions, and industry stakeholders, a more cohesive and market-driven tourism ecosystem is expected to emerge. By consciously showcasing Ghana’s landscapes, culture, and attractions through film, a positive destination image is projected to be amplified on the global tourism stage.

The continued support for Kumawood and the broader creative sector has therefore been identified as a critical pathway toward sustainable tourism growth, destination competitiveness, economic diversification, and long-term cultural preservation across Ghana.