Special Feature
By Chukwudi George Ozalla
Ghana opens its doors to the world each year through the Akwaaba Cultural Festival, a celebration of music, fashion, food, art and heritage that transforms Accra into a vibrant cultural hub and highlights the vast economic and social potential of cultural tourism across Africa. The word Akwaaba, meaning welcome in Twi and Ga, captures the spirit of hospitality that has become synonymous with Ghana’s global image as a destination for heritage, leisure and diaspora reconnection.
Since its inception in 2022, the Akwaaba Festival, popularly known as AkwaabaFest, has grown from a modest cultural gathering into a nationally significant event that draws thousands of visitors from across Ghana, Africa and the global diaspora. Founded and directed by Joe Osae, Chief Executive Officer of Ceejay Multimedia, the festival was created to provide a platform for Ghana’s creative talents, stimulate entrepreneurship, support cultural industries and deepen cultural exchange. Over successive editions, it has become firmly established in Accra’s cultural calendar and is now widely recognised as one of the country’s leading cultural festivals.
Organisers initially announced that the fifth edition of the festival would hold from March 5 to March 7 at the National Theatre in Accra, continuing the tradition of staging the event in the heart of the capital’s cultural district. However, following overwhelming interest from vendors, exhibitors and visitors, the dates and venue were later adjusted. The 2026 edition will now take place from March 19 to March 21 at Ghud Park near the Accra Mall, a larger venue considered more suitable for the festival’s expanding programme and growing attendance. Ghud Park has in recent years emerged as a popular events location in Accra, hosting major festivals, food fairs and live performances.
AkwaabaFest brings together artisans, designers, musicians, performers, food vendors and cultural groups from across Ghana’s regions and diaspora communities. The festival’s programming reflects the diversity of Ghana’s cultural expressions. Exhibitions and sales of paintings, sculptures, textiles, beads, pottery and other handmade cultural products showcase the craftsmanship of local artisans. Traditional textiles such as kente and batakari take centre stage alongside handcrafted jewellery, bags and contemporary fashion designs that combine heritage with modern creativity.
A major attraction of the festival is its food and beverage bazaar where visitors are introduced to indigenous Ghanaian cuisine and local beverages. The culinary experience has become one of the most popular segments of the event, highlighting the role of food tourism in attracting cultural visitors.
Music and dance also form a central part of the festival’s appeal. Live performances by bands and solo artistes provide a lively atmosphere throughout the event, presenting a blend of contemporary sounds and traditional rhythms that celebrate Ghana’s musical heritage. Awards and recognition ceremonies, including the Black Star Awards, honour individuals and organisations whose work has contributed significantly to Ghana’s cultural identity, tourism development and creative industries.
Beyond entertainment, AkwaabaFest has gradually emerged as a platform for national cohesion, cultural exchange and youth engagement. By providing opportunities for vendors, designers, performers and entrepreneurs to showcase their work, the festival supports job creation and strengthens the livelihoods of small business owners and creative practitioners across the cultural value chain. Economic observers note that cultural festivals generate substantial spending by visitors in hospitality, transportation, retail and event services.
Government institutions have also acknowledged the strategic importance of cultural tourism in economic development. The Ministry of Tourism, Culture and Creative Arts, working with the Ghana Tourism Authority and the Creative Arts Agency, has continued to promote cultural tourism within national development plans, recognising the sector’s growing contribution to employment and economic activity.
Globally, cultural tourism accounts for a rising share of international travel as visitors increasingly seek authentic experiences connected to history, tradition and community life. In Ghana, events such as AkwaabaFest, AfroFuture and the World Festival of Black Arts form part of a broader cultural calendar that continues to strengthen the country’s reputation as one of Africa’s leading heritage destinations.
Ghana’s experience with cultural festivals also offers valuable lessons for other African countries. Nations with rich cultural traditions are increasingly leveraging heritage celebrations and arts festivals to create employment, promote creative industries and project national narratives to the global community. As global interest in heritage tourism expands, Africa’s share of the market continues to grow as diaspora and international travellers seek meaningful cultural connections.
Industry leaders, however, emphasise that realising the full potential of cultural tourism requires sustained investment in infrastructure, skills development for cultural practitioners and policies that protect heritage while encouraging responsible visitor growth. While festivals create economic opportunities, they also require careful planning to ensure cultural preservation and community participation.
At the unveiling of the 2026 edition of AkwaabaFest, stakeholders reaffirmed their commitment to strengthening the festival as a flagship cultural event for Ghana and a model for creative celebration across Africa. Representatives of the Ghana Tourism Authority described the festival as an important driver of domestic tourism and a key attraction for diaspora visitors seeking authentic cultural experiences. Officials of the Creative Arts Agency and the Musicians Union of Ghana also highlighted the festival’s role in promoting talent development and expanding the country’s creative economy.
This year’s programme features a wide range of activities including The Vibes Fair, celebrity games, tribal fashion showcases, children’s cultural experiences and the Akwaaba Experience Concert. Organisers say the move to Ghud Park is intended to provide a more accessible and inclusive setting capable of accommodating larger audiences and diverse cultural performances.
The Akwaaba Cultural Festival continues to stand as a symbol of Ghana’s cultural vitality, demonstrating how heritage celebration can inspire creativity, strengthen tourism and contribute meaningfully to economic growth while projecting Africa’s rich traditions to the world.
Publisher and Editor-in-Chief, NEWSCOUNT
