The Ghana Tourism Authority (GTA) has set its sights on a major cultural offensive, with plans to officially commission two of the nation’s most influential northern icons, Hamamat Montia and musician Wiyaala, as global tourism ambassadors. Hamamat and Wiyaala land tourism ambassadorial roles
On Saturday, February 7, Gilbert Abeiku Aggrey (Santana), the Deputy CEO of the GTA, revealed on Showbiz A-Z that Abla Dzifa Gomashie, the Minister for Tourism, Culture, and Creative Arts, has already started high-level meetings with both individuals.
Abeiku Santana discussed the calculated move, saying that although GTA had been cautious about the expenses of celebrity influencers, the “commitment and passion” of these two celebrities have allowed for more flexibility in negotiations.
The partnership is expected to anchor Ghana’s international marketing videos, positioning the country’s heritage as a premium global brand. “Our sister Hamamat, I mean, will be commissioned as a tourism ambassador for shea butter. Wiyaala has also… is coming on. I’m not supposed to even disclose this, but I think I’ve let it out because you asked me the question. The Honourable Minister, Honourable Dzifa Gomashie, has engaged or contacted these people,” Abeiku Santana revealed.
Hamamat Montia’s appointment is specifically tied to her pioneering work in the shea butter industry. As the founder of the world’s first Shea Butter Museum, she has successfully transformed a traditional village craft into a luxury global experience. Despite early ridicule—where she admitted that some accused her of “insane” or “occultic” practices for embracing village life—her museum has become a sanctuary for cultural preservation.
The museum has experienced an astonishing spike in interest since American livestreamer IShowSpeed’s viral visit in January 2026, and it is completely booked through April. Her role as an ambassador will focus on the ‘Village to the World’ narrative, promoting the cosmetic and medicinal value of Ghana’s ‘Green Gold’.
Wiyaala: Fugu fashion and the ‘Sissala Goddess’ of Afro-Rock
Wiyaala, the “Lioness of Africa,” will leverage her international musical reputation and steadfast support for Northern Ghanaian textiles, particularly the Fugu (Smock), in her ambassadorial role. Wiyaala has long been a vocal advocate for the ‘Wear Ghana’ campaign, often designing her own stage costumes to ensure they reflect the power and artistry of Sissala culture.
Wiyaala’s Tourism Impact Pillars:
- Fugu Promotion: Consistently showcasing the smock on international stages, from Glastonbury to the Commonwealth Games.
- Cultural Infrastructure: The establishment of an arts centre in Funsi to nurture local talent and attract cultural tourists to the Upper West Region.
- Global Musical Diplomacy: Blending West African folk traditions with contemporary Afro-rock to create a unique “Black Star” sound for international marketing.
Minister Dzifa Gomashie’s “Accra Reset” for the creative arts
The move by Dzifa Gomashie to bring these two powerhouses on board reflects the government’s broader ‘Accra Reset’ initiative, which prioritises cultural diplomacy.
By using ambassadors who are “very committed and very passionate”, the ministry aims to reduce the reliance on expensive foreign marketing agencies in favour of authentic, homegrown storytelling.
Abeiku Santana emphasised that getting such influential people usually comes with significant challenges regarding availability and cost, but the shared vision for Ghana’s tourism has smoothed the path.
“When you get such people, it makes the negotiation a bit easier and more flexible for you… getting them the availability and readiness to do that and all that is also sometimes a bit of a challenge, but we are doing it,” he added.
Official videos featuring Hamamat and Wiyaala are expected to be premiered soon, targeting major markets in the United Kingdom, the United States, and across the African diaspora.
