The Creatives Connect Afrika initiative was officially launched at the Ghana Trade House in Accra, signalling a new Pan-African platform dedicated to positioning culture and creativity at the centre of the continent's tourism and economic agenda.
Hosted under the auspices of the AfCFTA framework, the launch brought together leaders from government, the cultural sector and the tourism industry to outline a vision where Africa's stories, heritage and creative industries drive trade, mobility and integration across borders.
A Cultural Shift Within AfCFTA
Speaking at the launch, Emily Mburu-Ndoria, Director of Trade in Services, Investment, Intellectual Property and Digital Trade at the AfCFTA Secretariat, emphasised the strategic importance of creative industries within continental policy.
Africa can no longer treat culture as seasonal entertainment. It is a serious economic sector that must be integrated into tourism, trade and investment policies. Creatives Connect Afrika is a step towards building an ecosystem where our artists, producers, designers and storytellers can operate across borders with purpose and protection.
She highlighted ongoing work to establish frameworks for mobility, intellectual property and digital platforms that will allow cultural products and experiences to move freely across the continent.
Ownership of Africa's Story
Renowned cultural advocate and Presidential Adviser at the Black Star Experience Secretariat, Rex Omar, spoke passionately about the need for Africans to take control of their narrative.
For too long, Africa has been packaged for the world by outsiders. Our music, food, festivals and fashion are not add-ons. They are the essence of our identity. If we are serious about tourism, we must first sell Africa to Africans – proudly, boldly and authentically.
He stressed that Creatives Connect Afrika must go beyond conferences and become a long-term platform for creative empowerment, helping African artists access markets, funding and visibility.
Tourism Beyond Landscapes
Media and tourism strategist Francis Doku underscored the connection between tourism and the creative economy, calling for a continental approach to brand Africa through culture.
Tourism in Africa has leaned heavily on wildlife and landscapes. That chapter is not closing, but a new chapter is opening – one written with music, film, fashion, literature and festivals. The African visitor of tomorrow is not only seeking scenery, but a sense of self, story and belonging.
He noted that Creatives Connect Afrika will serve as a marketplace of ideas, partnerships and policies, ensuring that creatives are not spectators but central architects of Africa's tourism future.
The Road Ahead – Accra in November
The launch event also confirmed that the first full edition of Creatives Connect Afrika will take place from 24 to 26 November in Accra, bringing together policymakers, investors, cultural institutions and creators from across the continent.
With panels, showcases, exhibitions and policy dialogues, the forum and festival aim to reshape how Africa presents itself to the world – not as a destination of sights, but as a destination of stories.
Creatives Connect Afrika has begun not as an event, but as a continental commitment. From Accra to Nairobi and back again, the movement is gaining momentum. Africa is ready not only to welcome visitors, but to invite the world into its imagination.