Ghana is being heralded as the next big tourist destination. Here’s why

When some of the most well-known faces from the African diaspora arrived for a recent vacation in Accra, Ghana, it looked like just another gathering of famous people. Actors including Idris Elba rubbed shoulders with supermodel Naomi Campbell, TV sports presenter Mike Hill, and author Luvvie Ajayi. Behind this meet-up of box office stars, fashion royalty and top creatives is a focused and ambitious strategy to make Ghana a major tourist destination. The country recently unveiled a 15-year-long tourism plan that seeks to increase the annual number of tourists to Ghana from one million to eight million per year by 2027. Ghana’s tourism industry is projected to raise $8.3 billion a year by 2027, plus associated benefits, according to the plan

“Every person of color needs to get on this pilgrimage,” said actor and co-organizer Boris Kodjoe who is of Ghanaian descent. “They need to experience this journey and get in touch with their emotional heritage, walk through the dungeons and see the ‘door of no return,'” he told CNN. Marketing rockstar Bozoma Saint John — who has a series of marketing coups like Beyonce’s halftime Super Bowl show under her belt — worked with Kodjoe, inviting 100 of the most influential members of the African diaspora to party with them at the festival over Christmas and New Year.