Ghana's Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, during a visit in Kumasi, the capital city of the Ashanti Region, in Southern Ghana, known as a centre for Ashanti Culture, characterized by a matriarchal family structure, a rich spiritual life with a supreme being and ancestors spirits, and significant artistic traditions like goldwork and vibrant textiles, has urged local filmmakers, particularly Kumawood actors and filmmakers to use their films to showcase’s Ghana’s positive aspects and drive tourism.
Kumawood is a Ghanaian film and awarded company based in Kumasi, founded in 2006, known for its prolific production of local - language films, particularly in the Twi and Akan languages. The company is a major film production hub in Ghana, and its work has helped revive the country’s creative sector with its fast production schedule with successful movies and TV shows.
This initiative, announced by Minister during her Ashanti Regional tour has the objective to highlight the region and country’s landscapes, culture, and attractions to promote positive national image globally, which can stimulate international and domestic travel and also aims to strengthen the creative industry and in addition has been met with discussions on issues like taxation and capacity building, which the minister addressed.
The Minister is encouraging filmmakers to show Ashanti Region and Ghana’s appeal, natural beauty and culture on screen to counter negative perceptions and attract visitors.
Utilizing film as a marketing tool, the minister’s request emphasizes the power of film to shape global perceptions and can be used as a form of territorial marketing that is often more compelling than paid advertising.
In meetings with Kumawood representatives, Metropolitan, Municipal and District Chief Executives and stakeholders from hospitality, fashion and tourism, the minister said the Ashanti Region already enjoys strong visibility through film and pledged support to strengthen the creative industry.
Stakeholders raised issues including taxation, exchange programmes and capacity building, which she said were being taken forward.
About Ashanti Region:
Ashanti Region tourism features rich history, vibrant culture, and natural beauty, centred in Kumasi, the ancient Ashanti Kingdom capital, offering sites like the Manhyia Palace, vast Kejetia Market, sacred Lake Bosomtowe, cultural hubs like the National Cultural Centre and craft villages like Kente and Adinkra, plus the unique Komfo Anokoye Sword Site and wildlife Bobiri Forest, all showcasing Ashanti traditions, art, and powerful heritage.
The Ashanti Region offers a deep dive into Ghana’s most famous kingdom, blending royal history, vibrant marketplace, sacred natural sites, and artistic traditions, making it a cornerstone for understanding West African culture.
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