The final week of November is shaping up to be historic for Africa’s tourism, cultural, and creative sectors, as two major West African cities prepare to welcome visitors from across the continent and around the globe. Accra, Ghana, and Freetown, Sierra Leone, are set to host two groundbreaking festivals that highlight the continent’s artistic vibrancy, cultural richness, and growing influence in global creative industries.
Accra will take centre stage first as it launches the maiden edition of the African Continental Free Trade Area (AfCFTA) Forum and Festival on Tourism, Creatives & Cultural Industries. Branded “Creatives Connect Afrika,” the festival will run from November 24–26, 2025, bringing together policymakers, creatives, investors, industry professionals, and tourists. The AfCFTA, in partnership with Black Star Experience and African Tourism Partners (ATP), aims to create a platform designed to champion Africa’s cultural industries and enhance cooperation within the continent’s rapidly growing creative economy.
Organisers describe the event as a landmark opportunity to witness Africa’s finest expressions of culture, fashion, music, film, gastronomy, and tourism. According to Emily Mburu-Ndoria, the AfCFTA’s Director of Trade in Services, Investment, IPR, and Digital Trade, the festival’s programmes are bold and purpose-driven. They include high-level panel sessions with leaders and creatives, exhibitions showcasing African film and music, fashion showcases, masterclasses for young entrepreneurs, and business matchmaking sessions to spark partnerships and attract investment.
She emphasised that the festival is all-encompassing—spanning sectors such as design, digital content, hospitality, tour services, and other tourism-related fields.
Kwakye Donkor, CEO of African Tourism Partners, explained that ATP’s involvement is a reflection of its mission to unite the continent through collaboration and celebration. He stressed that instead of focusing on challenges, Africans should recognise and amplify their many “pockets of excellence,” particularly within the creative industries.
Donkor highlighted how creativity permeates African lifestyles—from celebrations to ceremonies—and how the festival’s focus on film, music, and fashion aligns with everyday cultural expression across the continent.
Rex Owusu Marfo, Coordinator of The Black Star Experience, added that the partnership represents a fusion of cultural influence and economic policy. His organisation, which champions Ghana’s global rebranding through arts and tourism, sees the collaboration as a timely investment in Africa’s creative future. Marfo believes the festival will successfully channel the energy of Africa’s artistic communities into economic empowerment and global visibility, attracting African diaspora audiences and fostering deeper engagement.
As the festivities conclude in Accra, the excitement shifts westward to Freetown, Sierra Leone, which will host the first-ever One Nation Reggae Festival from November 25–30, 2025. Promoted as possibly the world’s first festival dedicated solely to reggae music, it promises to draw global attention to the country.
Held under the theme “Shared Roots, Shared Rhythm, One Love One Vibe,” the festival is designed as a cultural fusion of Sierra Leonean and Caribbean music, traditions, and artistic expression. Backed by the Ministry of Tourism and Cultural Affairs, the event aims to showcase Sierra Leone’s cultural identity, strengthen diaspora relations, and position the country as a peaceful and culturally rich destination.
Judith C. Jones, Permanent Secretary of the ministry, described the festival as a symbolic celebration of unity and national identity. Similarly, Minister Nabeela Farida Tunis highlighted its diplomatic and commercial importance. She emphasised that the event provides a platform for artists, dancers, chefs, and designers to showcase their creativity, while also positioning Sierra Leone as an emerging hub for cultural exchange and investment.
The One Nation Reggae Festival is structured in two phases—beginning with a teaser event in early November, followed by the main week-long celebration. The programme includes headline concerts, traditional showcases, craft markets, culinary experiences, and performances by both acclaimed and rising reggae musicians. Confirmed international headliners include Sizzla Kalonji and Christopher Martin, alongside local talent representing Sierra Leone’s musical heritage.
The momentum for the festival has been building since its preview event held on August 1, 2025, as part of the country’s “2025 Year of Ecotourism.” The preview featured a blend of local and global audiences and demonstrated the cultural and commercial potential of the upcoming main event.
As November draws to a close, all roads indeed lead to Accra and Freetown, where visitors will experience a unforgettable celebration of African culture, creativity, and continental unity.
