By Bertha Demah
Director of Trade in Services, Investment, Intellectual Property Rights & Digital Trade at the AfCFTA Secretariat, Mrs. Emily Mburu-Ndoria, has stated that the launch of the AfCFTA Forum & Festival on Tourism, Creative, and Cultural Industries is a clear affirmation of Africa’s collective effort to nurture creative talent and harness the power of tourism and culture for sustainable development.
“The launch of the AfCFTA Forum & Festival on Tourism, Creative, and Cultural Industries is more than the unveiling of an event, It is an affirmation of our collective resolve to nurture African creative talent and to harness the power of tourism and culture for sustainable development.”
She stated.
Speaking at the media launch of the AfCFTA Forum & Festival on Tourism, Creative, and Cultural Industries – Creatives Connect Afrika, which is set to take place from 25th to 30th November 2025 at the La Palm Royal Beach Hotel in Accra, Mrs. Mburu-Ndoria noted that the forum is intended to provide a dynamic platform for dialogue, innovation, and policy engagement across Africa’s cultural and creative sectors.
“It is a platform for us to engage in meaningful discussion, address barriers, and also identify practical solutions to unleash the full potential of our tourism, creative, and cultural industries across the continent,” she added.
She highlighted that the event will feature panel discussions involving policymakers, investors, and creatives; exhibitions showcasing African excellence in film, music, and fashion; masterclasses for young entrepreneurs; and business matchmaking sessions to foster cross-border investment.
“The programme is designed with ambition and purpose, We are bringing together policy experts, creatives themselves, and investors to make this a comprehensive initiative that both celebrates and invests in Africa’s creative industries” she explained.
According to Mrs. Mburu-Ndoria, the Forum & Festival seeks to achieve four key strategic objectives: Harmonising policies to strengthen Africa’s integration agenda; Building capacity and skills for filmmakers, designers, and musicians to compete globally; Facilitating investment by connecting start-ups and creative entrepreneurs with investors; and Celebrating Africa’s cultural diversity and creative excellence on the global stage.
“Cultural performances, fashion shows, and concerts will also form part of the celebration, offering a vibrant stage to highlight Africa’s diverse heritage.
We want to position our continent as a global hub for innovation, tourism, creativity, and cultural exploration,” she emphasized.
Beyond economic development, she indicated that the initiative also strongly focuses on social progress, particularly youth empowerment and gender inclusion.
“This is not just about boosting GDP or increasing trade figures, It’s about empowering our youth, who make up the majority of Africa’s population, and giving them a path to prosperity through creativity. It’s also about enabling women entrepreneurs in fashion, design, and film to scale their businesses and claim their space in the global economy” she stressed.
Mrs. Mburu-Ndoria revealed that the Forum & Festival is being organized in collaboration with the Black Star Experience Secretariat under the Office of the President of Ghana, His Excellency John Dramani Mahama, as well as the African Tourism Partners.
“We are proud to be launching this forum and festival with these esteemed partners,” she said. collaboration ensures that the vision which has brought us here today will continue to evolve well into the future.” She mentioned
She also underscored the broader scope of the AfCFTA, emphasizing that it goes beyond traditional trade.
“This launch highlights that AfCFTA is not just about goods and services, It encompasses humanity our people, our artists, our entrepreneurs, our communities, and our shared future”Mrs. Emily Mburu-Ndoria revealed.
Also speaking at the event, Mr. Rex Omar, Coordinator of the Black Star Experience Secretariat, noted that the Forum & Festival will serve as a pivotal platform for leaders, creatives, and investors across Africa to engage in meaningful dialogue and collaboration.
“This forum and festival will bring together the best minds in tourism, the creative arts, and cultural industries, We are creating space for innovation and partnership through dialogue, masterclasses, exhibitions, live showcases, film screenings, fashion presentations, and business marketing opportunities” Mr. Omar stated.
He emphasized that the event aims not only to celebrate African creativity and heritage but also to unlock economic opportunities for entrepreneurs in the sector.
“We want this to be more than just a festival, This is a marketplace and a platform for African creatives to network, strike deals, and gain visibility across borders” he said.
Mr. Omar added that the initiative aligns with Ghana’s broader cultural and economic objectives, especially under the Black Star Experience initiative, which seeks to position Ghana as a hub for African diasporic engagement and investment.
He further called on both public and private stakeholders to support the initiative.
“To achieve its full potential, we need investment and commitment from all players. This is a shared journey and a shared opportunity” he urged