The African Continental Free Trade Area (AfCFTA) Secretariat, the Government of Ghana (through the Black Star Experience Secretariat at the Office of the President), and Africa Tourism Partners (ATP) have launched the maiden edition of the AfCFTA Forum & Festival on Tourism, Creatives & Cultural Industries, branded Creatives Connect Afrika.
The launch, held at the Africa Trade House in Accra, unveiled plans for the four-day festival to be staged from November 25 – 28, 2025, which will bring together stakeholders from across Africa’s fashion, film and music industries alongside policymakers, investors, and cultural leaders.
Activities lined up for the festival include: pitch festival for emerging creatives, policy forums, investor dialogues, fashion showcases, film screenings, music concerts, creative masterclasses, exhibitions, business-to-business sessions, and a presidential gala celebration.
The activities are designed to not only celebrate African creativity, but also connect talent to finance, markets, and cross-border trade opportunities under the AfCFTA framework.
The AfCFTA has also expressed deep commitment and support for the initiative. In her welcome remarks, Emily Mburu-Ndoria, director, Trade in Services, Investment, Intellectual Property Rights & Digital Trade at the AfCFTA Secretariat, highlighted the strategic importance of the creative economy in driving intra-African trade and prosperity, saying that the AfCFTA Agreement is not only about trading goods and services.
‘It is about unlocking the full economic potential of Africa’s people, including those in the creative and cultural sectors. Film, music, and fashion are global industries where Africa already has a strong voice.
Our role is to strengthen the policy frameworks, investment environment, and cross-border opportunities that allow African creatives to scale their impact,” Mburu-Ndoria said.
Speaking further, she added that Creatives Connect Afrika is a step towards realising that ambition. “It will provide a practical platform for entrepreneurs, artists, and policymakers to exchange ideas, forge partnerships, and contribute to building the continental market we all aspire to under the AfCFTA”.
On its part, the Africa Tourism Partner sees the initiative aligning with its vision, hence the partnership in hosting it.
In his message at the launch, Kwakye Donkor, CEO of ATP, who was represented by Francis Doku, ATP Regional Director – West Africa, underlined ATP’s longstanding commitment to shaping Africa’s tourism and MICE landscape.
“Africa Tourism Partners has consistently championed innovation and collaboration through initiatives such as the Africa Business Tourism and MICE Masterclass, the Africa Tourism Leadership Forum, and the Africa Youth in Tourism Innovation Summit and Challenge. With Creatives Connect Afrika, we are extending this vision into the creative economy – beginning with fashion, film, and music,” Donkor assured.
“This maiden edition is the start of a movement that will transform how African creatives engage with markets, finance, and global audiences, while strengthening their contribution to Africa’s economy and youth employment.”
Moreover, the initiative has full support of the Ghanaian government through the Black Star Experience Secretariat.
Also speaking at the launch, Rex Owusu Marfo, coordinator, Black Star Experience Secretariat at the Office of the President, who represented the Government of Ghana, reaffirmed Ghana’s support for the initiative.
“Ghana is proud to be the host nation of this historic festival. The Black Star Experience Secretariat has been tasked by His Excellency the President to position Ghana as a leading hub for creative and cultural events on the continent, and Creatives Connect Afrika fits perfectly into that vision. We see this not only as a celebration of creativity, but as a catalyst for investment, trade and sustainable jobs across Africa’s creative value chain,” Marfo said.
The Creatives Connect Afrika Forum & Festival, scheduled for November 25–28, 2025 in Accra, will serve as a continental platform for advancing the creative economy under the AfCFTA, connecting African talents to investors, markets, and policymakers, while promoting cross-border trade in cultural goods and services.
Beyond the celebration of Africa’s vibrant fashion, film, and music sectors, the festival will provide a structured space for policy dialogue, deal-making, investment pitching, and business-to-business networking. It is designed to empower entrepreneurs and emerging creatives to access finance, expand their reach across borders, and benefit from the opportunities presented by the AfCFTA Agreement.
By positioning creativity as a driver of economic transformation, the Forum & Festival will not only showcase Africa’s talent to the world, but also lay the groundwork for sustainable growth, regional integration, and job creation across the continent’s creative and cultural industries.
