The Role of Creative Artists in Promoting Traditional Cultural Tourism in Ghana

Benjamin Oduro Arhin Jnr, Emmanuel Obed Acquah, Ernest Kwesi Amponsah, Alfred Patrick Addaquay, Andrew Yenintete Bamongya, Richardson Commeyfio (2024)

This paper is aimed at exploring the role of creative artists in promoting traditional cultural tourism in Ghana. It is premised on the fact that, the full potential of traditional cultural tourism remains underdeveloped in spite of the rich cultural heritage and the abundance of creative talent in Ghana. This situation hinders the capacity of creative artists to significantly contribute to the growth of cultural tourism, social entrepreneurship, and economic development, although, some creative artists in the industry are contributing without being noticed. Traditional knowledge and cultural expressions have been at the forefront of cultural tourism, which is embedded in the folklore of any society. Folklore has been the intangible asset that has driven many people’s tastes for cultural tourism and the role of the creative artist can shape and forge a new dimension to create a creative economy for sustainable development and for social entrepreneurship, and business opportunities for community and national economic impact. The study dwells on a qualitative approach reviewing archival materials with observations and interviews to seek a deeper understanding of the role of creative artistes and artists in promoting cultural tourism using their creative skills as economic agents. Using convenient purposive sampling, thirty participants were interviewed and it came to the known that creative artists are packaging beverages, using waste materials uniquely, traditional festivals, traditional music, and traditional entertainment creatively needing government’s support to scale it for socioeconomic impact.