L-R: The Coordinator of Black Star Experience Secretariat, Mr. Rex Omar; AfCFTA’s Director, Trade in Services, Investment, Intellectual Property Rights, and Digital Trade, Mrs. Emily Mburu-Ndoria; and Chief Executive Officer, Africa Tourism Partners, Mr. Kwakye Donkor.
The African Continental Free Trade Area (AfCFTA) has launched an exciting initiative that aims to strengthen intra-African collaboration in the creative and tourism sectors. This new platform, known as the AfCFTA Forum and Festival on Tourism, Creatives, and Cultural Industries, was unveiled at a vibrant event in Lagos.
The festival is themed ‘Creatives Connect Afrika’ and is set to take place from November 24 to November 26 in Accra, Ghana. This event is a collaborative effort by AfCFTA, the Black Star Experience (BSE), and Africa Tourism Partners (ATP) and seeks to harness the immense potential of Africa’s creative, cultural, and tourism industries.
At the core of this initiative is a mission to drive integration, generate jobs, and promote sustainable growth across the continent. AfCFTA Director, Mrs. Emily Mburu-Ndoria, emphasized the importance of the creative sector in bolstering African economies. “Our work is not just about boosting GDP,” she stated. “It’s about empowering our youth to view creativity as a viable pathway to prosperity.”
Mburu-Ndoria highlighted that this initiative will address some critical goals, including harmonizing policies to eliminate barriers to intra-African trade in creative industries. It will also prioritize capacity-building and skills development for creatives, ensuring they are well-equipped to compete on the global stage.
Rex Omar, the Coordinator of the BSE Secretariat, mentioned that this collaborative effort will unlock new opportunities for intra-African trade in the creative and cultural sectors. He conveyed that BSE aims to position Ghana as a cultural, tourism, and creative hub in Africa while transforming cultural potential into economic advantages.
“We are looking to equip, protect, connect, and empower entrepreneurs—whether filmmakers, designers, musicians, or innovators—to trade their services smoothly across borders,” Omar explained. The platform will integrate both digital and physical marketplaces, connecting African creatives with investors, distributors, and partners.
Additionally, Omar stressed the importance of training on intellectual property rights, export regulations, digital trade, and branding, underscoring the necessity of these elements for a thriving creative economy.
Kwakye Donkor, CEO of ATP, added that the initiative aims to amplify Africa’s rich cultural heritage, spanning music, film, fashion, and other forms of cultural exchange. He emphasized that the creative and tourism sectors are vital mechanisms for fostering unity and shared prosperity across the continent.
Highlighting Nigeria’s role as a vibrant creative and economic powerhouse, Donkor urged media and industry professionals to support the success of Creatives Connect Afrika. This event will not only feature engaging panel discussions with policymakers, but it will also showcase exhibitions that highlight Africa’s wealth of creativity in film, music, and fashion. Masterclasses aimed at young entrepreneurs will further enhance the event’s value.
This initiative embodies the essence of collaboration among African nations, with an eye towards future growth and innovation in the continent’s creative sectors. The AfCFTA Forum and Festival promises to be a pivotal moment for Africa’s creative economy.
A.I
November 1, 2025
Tags: AfCFTA, Dare Art Alad, Mrs. Emily Mburu-Ndoria, Theresa Ayoade
