Theatre arts to drive investment agenda – Dzifa Gomashie

The originality and emotional impact of theatre arts are vital. They play a key role in the government's cultural and economic strategy.

At the launch of "Ghana Must Go," a new play by Latif Abubakar, the Minister spoke about this. She emphasized using Ghana's rich culture to boost tourism and investment. The goal is to position Ghana as a top destination in Africa.

The government recently launched the Black Star Experience. This initiative combines tourism, heritage, and the creative economy into one strategy. It aims to promote Ghana as a global cultural hub.

Latif Abubakar, CEO of Globe Productions, highlighted changes in the creative industry. He stated it has evolved beyond passion to focus on power and profits. “We must build industries around our stories,” he said.

Mr. Abubakar celebrated 15 years in theatre with 20 plays staged globally. His company reached over 3.5 million viewers during virtual performances in 2020. This was made possible with support from health and information ministries.

He also introduced Theatre on the Cruise on Volta Lake, showcasing Ghanaian theatre's export potential. The title "Ghana Must Go" reinterprets a politically charged phrase from the 1980s. It aims to tell a story of resilience, identity, and global relevance.

Mr. Abubakar described "Ghana Must Go" as comical and culturally rich. It follows a tourist who becomes an investor discovering Ghana's beauty and opportunities. The production combines music, dance, humor, and drama to share Ghana’s story effectively.

The play will premiere later this month and tour cities like New York and London. Each performance aims to attract up to 2,000 investors per location.

Foreign Direct Investment (FDI) in Ghana has fluctuated recently due to macroeconomic factors. In 2021, FDI rose by 35% to $2.5 billion but dropped to $1.3 billion in 2023.

Tourist arrivals reached about 1.1 million in 2023 but remain below pre-pandemic levels of 1.3 million in 2019. The target is to reach 1.5 million visitors annually by 2026 with projected receipts of $3 billion.

Globally, the creative economy is valued at over $2.25 trillion according to UNESCO; Africa contributes less than 3%. Dzifa Gomashie called for corporate sponsors and media support for economic transformation through culture.

She stressed the need for training institutions for the creative arts ecosystem too: “We need schools that train across all areas—tourism, culture, and arts.”

Albert Kwabena Dwumfour echoed these sentiments as well: “Ghana Must Go is not just art; it’s a national campaign.” He believes it can position Ghana as a leading destination for tourism and investment.