The Ghana Tourism Authority (GTA) has announced its intention to appoint Northern Ghana icons Hamamat Montia and Afro-rock musician Wiyaala as global tourism ambassadors as part of a renewed cultural branding strategy. The plan was disclosed on Showbiz A-Z on Saturday, February 7, by GTA Deputy CEO Gilbert Abeiku Aggrey, also known as Abeiku Santana. He revealed that the Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, has already begun engagements with the two personalities.
According to Abeiku Santana, although the authority has traditionally been cautious about the high cost of celebrity endorsements, the strong passion and commitment shown by Hamamat and Wiyaala have made discussions more flexible. Their expected roles will feature prominently in Ghana’s international tourism campaigns, showcasing the country’s cultural heritage as a premium global product.
Hamamat Montia’s ambassadorship will focus on promoting Ghana’s shea butter industry, building on her reputation as a leading advocate and cultural preservationist. Her shea butter museum, which celebrates village life and traditional craftsmanship, has recently attracted heightened global attention and increased bookings following a viral visit by an international livestreamer earlier this year.
Wiyaala’s role will centre on cultural promotion through music and fashion, particularly the global showcasing of Northern Ghana’s traditional smock (Fugu). Known for championing the “Wear Ghana” agenda, she has consistently projected Ghanaian identity on international stages and through her arts initiatives in the Upper West Region.
The move aligns with Minister Gomashie’s broader creative arts and cultural diplomacy agenda, aimed at strengthening Ghana’s tourism appeal through authentic local storytelling rather than costly foreign marketing agencies. Official promotional videos featuring both ambassadors are expected to be released soon for audiences in the UK, the US, and across the African diaspora.