What is the issue?
The internationally recognized event, Afronation, was hosted in Ghana in 2019, putting a plethora of stars on one stage for an intensive unforgettable four-day experience. The successful event which hosted various cultures from around the world caused a significant improvement in Ghana’s tourism sector.
Not long after the event Ghanaians were informed that Ghana’s government has signed a deal with Afronation to host the festival for five years consecutively. While some see this step as a big deal for Ghana because of its associated benefits, others opine that the government of Ghana has given taxpayers money to foreigners instead of partnering with Ghanaian event organizers like Charterhouse.
Why is this worth discussing?
In a recent publication, a popular Ghanaian artiste manager, Bulldog, has joined the wagon of those saying the government of Ghana has given taxpayers money to foreigners.
However, like George Quaye, Nabil Alhassan, and other Ghanaians who see the immense benefit of these deal, rep from Muse Africa, Nana Yaw Wiredu, has debunked the point of Bulldog listing some benefits Ghanaians will receive from the deal with Afronation to buttress his point.
What are some of the benefits Ghana stands to get in this five year deal with Afronation?
Socially, the four-day event was an accurate example of cultural exchange for the country considering the number of nations in the country at the time. Exposing both Ghanaians and foreigners to new cultures. It also served as a platform to network with new people new businesses and a perfect avenue to sell businesses to other people from around the world.
Economically, the influx of foreigners into the country had a major effect on its economic value. Not forgetting the foreign exchange associated with that. Small, medium and large scale businesses thrived at the season. Hotels, guest houses, homes, shops, drinking spots, drivers, and sellers had a field day with all these people patronizing services and products from them. The show also employed hundreds of Ghanaians a day which included vendors, those involved in ticketing, and other facets of the show, including the hired Ghanaian labor force who built everything about the event from the ground up.
Looking at international relations, a show like this in Ghana is an excellent facelift for the country. Synonymous with Dubai’s government using powerful platforms to encourage travels to the country, which has lifted the image of the country making it a hub for travels and businesses. Events like Afronation use all the major media platforms in their promotion which directly is a promotion and projection of Ghana on all these platforms to the rest of the world. This trickles down to Ghanaians leaving outside the country and how other powerful nations perceive Ghana. That’s all in spite of the other indirect benefits that come with having events like these in the country. For example, not long ago Trump announced the suspension of all Nigerian immigrant visas, or adding 5 countries to be ban from obtaining US visas, Ghana seem to be immune from such occurrences. This could be a benefit Ghana is enjoying for having strong media throw the spotlight on the country.
The event also served as a yardstick and a case study for other events in Ghana to learn new things to improve the quality of events organized and held by Ghanaians.
Much won’t be said about the tourism sector since it saw the most growth because of Afronation.
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