Ghana Tourism Minister Urges Kumawood Filmmakers to Showcase Natural Landscapes and Culture to Attract International Visitors and Boost Tourism Economy Growth

Published on November 28, 2025

The Minister for Tourism, Culture, and Creative Arts, Abla Dzifa Gomashie, has urged Kumawood actors and filmmakers to use their platform to showcase the country’s natural beauty, cultural heritage, and tourist attractions to the world. Addressing the commencement of her Ashanti Regional tour in Kumasi, the Minister indicated that films have shaped global perceptions of Ghana and inspired international visitors’ interest in the country.

Gomashie’s remarks came when she was meeting with Kumawood representatives, local officials, and stakeholders from the tourism, fashion, and hospitality sectors to drive the critical role of film in tourism promotion. With tourism still one of the mainstays of Ghana’s economy, the Minister emphasized the potential of cinema as a tool to enhance Ghana’s image on the global stage, especially in attracting tourists to regions which may not be well-known internationally.

The Role of Film in Shaping Tourism Demand

Film has always had a profound impact on tourism demand, with many countries using their cinematic landscapes and cultural narratives to attract visitors. Ghana’s film industry, particularly the Kumawood sector, is already widely recognized for its reach in both local and international markets. By using Kumawood films to highlight the country’s breathtaking landscapes, including national parks, historical sites, and the beaches of Cape Coast, Ghana can position itself as a leading tourist destination in West Africa.

Gomashie emphasized that tourism is not just about attracting visitors; it’s about creating lasting impressions of the country’s diverse culture, heritage, and traditions through the storytelling power of film. The tourism impact of this approach is multi-faceted, as it boosts local tourism, international arrivals, and cultural exchange by promoting authentic experiences that travelers can enjoy once they visit.

Strengthening Ashanti Region’s Tourism Profile Through Film and Cultural Heritage

Ashanti Region, already a prominent part of Ghana’s tourism landscape, stands to benefit greatly from this initiative. The region’s cultural heritage, including the legacy of the Ashanti Kingdom and its historical landmarks, is often showcased in Kumawood films. Gomashie stated that through this initiative, Ashanti can see its tourism profile grow, attracting both domestic and international tourists. By promoting the region’s rich history, traditional festivals, and local crafts, tourism in Ashanti will help strengthen the local economy, provide employment opportunities, and create a foundation for sustainable tourism development.

The region’s visibility through film also brings attention to tourist destinations that are underexplored, such as Kumasi’s cultural sites, Lake Bosomtwe, and the surrounding mountains. These lesser-known attractions could benefit from increased exposure, providing an economic lift to local communities while promoting eco-tourism and cultural tourism.

Enhancing Ghana’s Tourism Image Through Film and the Private Sector

Ghana’s private sector, including local businesses in tourism and hospitality, is set to benefit from this coordinated tourism push. By showcasing the country’s unique attractions, Kumawood filmmakers can play a significant role in driving tourist traffic to Ghana’s hotels, restaurants, and local attractions. This will ultimately help foster an increase in tourism revenue and job creation within the tourism sector.

Gomashie pledged that the Deputy Ministry of Tourism would continue supporting initiatives to enhance Ghana’s tourism offerings, ensuring that local businesses, particularly those in rural and underdeveloped areas, gain the exposure and support needed to thrive in the growing tourism industry.

Tourism Impact: Supporting Local Businesses and Enhancing Community Engagement

The Minister’s call to promote local products and experiences through Kumawood films has a strong community engagement component. The collaboration with local businesses will lead to the creation of community-based tourism initiatives, where residents actively participate in tourism ventures. These may include offering guided tours, showcasing traditional arts and crafts, and providing local cuisine to visiting tourists.

By engaging local communities in tourism development, this initiative will ensure that the economic benefits of tourism are equally distributed. Small-scale entrepreneurs in rural areas will have the opportunity to gain recognition and generate income, thereby contributing to the country’s broader economic goals.

Building on Ghana’s Tourism Success: A Path to Future Growth

The launch of the Aussie Specialist Program (ASP) in Vietnam reflects the government’s ongoing commitment to improve tourism collaboration and foster partnerships between the film and tourism sectors. The success of #HattaWinter in Dubai, where film was used to promote the region’s cultural tourism, offers a roadmap for Ghana to follow in its tourism development efforts. Films such as those produced by Kumawood have the power to promote local destinations and foster international interest, turning Ghana’s cultural heritage into an integral part of its tourism growth.

The economic impact of film-driven tourism can also lead to long-term growth in tourism infrastructure, including transportation, hotels, and tourist facilities. This infrastructure growth can create an environment where tourism remains a key sector for Ghana’s development in the coming years.

Leveraging Film to Elevate Ghana’s Global Tourism Standing

Film incorporation into tourism marketing proves to be a powerful strategy in improving Ghana’s tourism sector, both locally and internationally. This move by the Ministry of Tourism in encouraging Kumawood filmmakers to show the various landscapes and culture of Ghana, together with some local products, will help raise the number of tourists and simultaneously contribute to the economic and social development of the country. Ghana weaves film and tourism together, positioning itself as a vibrant and sustainable destination for travelers, while empowering local communities and ensuring long-term growth within the tourism industry.