President John Dramani Mahama has highlighted the growing influence of digital media and online influencers in promoting Ghana’s culture, tourism, and economic opportunities on the world stage.
Speaking at the Ghana–Zambia Business Forum on Friday, February 6, the president cited the visit of popular American streamer IShowSpeed to Ghana as a prime example of how new media can generate massive international attention.
“Recently, a young American came to Africa, including Ghana, and his activities show the power of new media today,” President Mahama remarked.
During his visit, IShowSpeed toured a shea butter museum, an experience that unexpectedly became a global showcase for Ghanaian products and tourism.
“He came to Ghana, explored the museum, and even experienced traditional shea butter treatments with local staff. I didn’t realise we had such a museum,” the President noted.
The impact of the visit, according to President Mahama, went far beyond entertainment. Online searches about shea butter surged, creating international curiosity about Ghanaian products.
“After his visit, millions of people searched for what shea butter is and how it’s used. He did more promotion for us than we could have done ourselves,” he said.
The digital exposure also generated wider interest in Ghana as a travel destination.
“Following his visit, there were over 20 million searches about Ghana and what the country has to offer,” President Mahama added.
He emphasised that African nations should strategically leverage the influence of global content creators to advance tourism, trade, and investment. “Opportunities like this can be used to our advantage,” he said.
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