The first edition of the Creatives Connect Afrika: an AfCFTA Forum and Festival on Tourism, Creative and Cultural Industries is set to take place in West Africa, at the La Palm Royal Beach Hotel in Ghana’s cosmopolitan capital of Accra from November 24—26, 2025. The organisers held a Nigerian launch of the event at Mövenpick Hotel Ikoyi Lagos on Friday 31 October 2025.

As guests arrived for the event, they went through a registration process, and enjoyed a sumptuous breakfast while waiting for the event to kickoff. There was enough small chops and sandwiches to fill the belly, along with cakes and cookies, while fruit juice, tea, and coffee were all provided.

In his welcome address, Mr. Kwakye Donkor, CEO of African Tourism Partners opened with a jovial, “How una dey?” – a popular pidgin English greeting across Nigeria which means, “How are you doing?” He gave a short background of what ATP has done, by promoting initiatives like the Africa Tourism Leadership Forum and Innovation Summit.

He went on to emphasize the importance of collaboration despite differences, and the potential of the continent when united. “We are very passionate about ensuring that we bring the continent together despite all the differences. But please you know the differences are the distinct qualities that every country has.” He added, “If we put that together, there’s a lot that we can achieve as a continent.”

Quoting a timeless African proverb, “It takes a village to raise a child.” Mr. Donkor acknowledged the importance of the media in amplifying Africa’s creative voice, adding “…And that is why we are here.” He ended by thanking the attendees and celebrating the welcoming spirit of Nigeria.

Speaking after Mr. Donkor was Rex Omar, a seasoned Ghanaian musician and creative entrepreneur with nearly 40 years in the industry. He spoke about the transformative partnership between Ghana’s Arts and Culture Secretariat and the AfCFTA Secretariat. This collaboration aims to rebrand Ghana through culture, arts, and tones, using the Black Star Experience as a launchpad for Creative Connect Afrika (CCA).

According to Mr. Omar, the mandate of Black Star Experience “is to rebrand Ghana through culture, arts, and tourism.” He pointed out that, while Rwanda has decided to rebrand through sports, “we have chosen to rebrand Ghana through culture, arts, and tourism.”

Moving on to Rex Omar noted that “Creative Connect Africa is not just a comprehensive program, but also a digital platform… to build a bridge between African creatives and the opportunities that Africa presents.” He added that, “The strategic partnership… represents a landmark fusion of cultural influence and economic policy.”

The legendary music guru also spoke on the core mission of CCA which is to equip, protect, connect, and empower creative entrepreneurs…“to trade their services and products across African borders seamlessly.” He talked about master classes and workshops which will provide practical sections on intellectual property rights, export regulations, legal monetization, and branding.

He noted that while it is called show business, it seems for too long the artistes have concentrated on the show, while ignoring the business, emphasizing that; “It is actually 30% show and 70% business.” Therefore, “It is a curse for an African artist to be popular without the financial resources.”

Speaking further, Rex Omar assents that creating a Pan-African brand helps create businesses and build brands across the entire continent. “The AFCFTA’s secretariat will provide essential legal and financial guidance helping to simplify the rules for a Ghanaian artist working in Kenya or a Nigerian musician touring in South Africa.”

He noted that the partnership aligns with AfCFTA’s mission to create a unified African market, and it positions creatives as central players in Africa’s socio-economic acceleration. “This partnership shows that African creators are not left behind in the continental integration process.”

On her part, Director of Trade in Services, Investments, Intellectual Property Rights & Digital Trade (AfCFTA Secretariat), Emily Mburu-Ndoria highlighted the importance of Nigeria being a key part of the event. “Lagos needs to know about Creative Connect Africa and what we intend to do in November in Accra, Ghana.” She stated.

Speaking on the film, fashion and music industries, she acknowledged that they are not just industries, but “the backbone of most of our economies; they are the heartbeat of our economies; they are the custodians of our heritage, the storytellers of our shared identity.” Continuing, she argues that “These sectors represent our past, our present, and most importantly, the shaping of the future of this continent.”

Pointing out that these sectors have vast potential “to contribute to economic growth, to job creation, to innovation, to inclusion, and, in so doing, bring about social cohesion in our content,” she elaborated that “Africa’s film, music, and fashion industries alone now account for billions in potential revenues and millions of jobs for young people and women.”

Addressing the objectives of the CCA Forum, Mburu-Ndoria touched on: 1. strengthening Africa’s integration agenda, removing barriers that hinder African trade in the creative industries; 2. providing capacity building and skills development for African filmmakers, designers, and musicians; 3. facilitating investment and partnerships by connecting startups, investors, and creative entrepreneurs, 4. Celebrating Africa’s rich cultural diversity and creative excellence.

The AfCFTA Director pointed out that “It is actually about empowering our youth… and also to see creativity not only as a passion, but also as a viable pathway to prosperity.” She further added, “It is about telling authentic African stories—stories that are ours to tell—and ensuring that they resonate on the world stage.”

In closing, Emily Mburu-Ndoria said, “Let today’s event here in Lagos be a rallying call—a call to unite our creative energies, strengthen our partnerships, and reimagine Africa’s future together. Let us build a forum and festival that not only showcases Africa’s best but also sets in motion the policies, the partnerships, and the investments.”

There was time for guests to introduce themselves afterwards, while a questions and answers sessions took place, before the event came to a close, with participants picking up their packed lunch packages.

Initiated as a joint collaboration of the African Continental Free Trade Area (AfCFTA) Secretariat with the Black Star Experience (BSE) Secretariat under the Office of the President of Ghana, and African Tourism Partners (ATP), Creatives Connect Afrika is designed to spotlight Africa’s creative and cultural industries, particularly movie, music, and fashion as powerful engines for trade, cross-border collaboration, and continental integration under the AfCFTA agenda.

It provides a strategic platform where creatives, investors, industry leaders, and policymakers converge to identify barriers, propose solutions, and catalyse partnerships that help unlock the full economic potential of Africa’s cultural and creative value chains. The CCA is being held under the auspices of the President of Ghana, His Excellency John Dramani Mahama, and the leadership of the Secretary-General of the African Continental Free Trade Area (AfCFTA), His Excellency Wamkele Mene.