Ghana Tourism Authority Appoints Hamamat Montia and Wiyaala as Global Ambassadors to Promote Cultural Heritage

The Ghana Tourism Authority (GTA) has officially announced the appointment of entrepreneur Hamamat Montia and renowned musician Wiyaala as global tourism ambassadors. This strategic move, confirmed by GTA Deputy CEO Gilbert Abeiku Aggrey during an appearance on the radio program Showbiz A-Z, aims to leverage the international influence of these two cultural icons to promote Ghana’s rich heritage on the world stage. The partnership is a central component of the government's 'Accra Reset' initiative, which seeks to revitalize the nation's tourism sector and strengthen its cultural diplomacy through authentic representation.

Under this new partnership, both ambassadors will focus on specific cultural niches that highlight the uniqueness of Northern Ghanaian heritage. Hamamat Montia, often referred to as the 'Queen of Shea,' will utilize her global platform and her Shea Butter Museum to promote Ghana’s shea industry and traditional beauty practices. Conversely, the 'Lioness of Africa,' Wiyaala, will advocate for traditional Northern textiles, with a particular focus on the smock, or Fugu. By highlighting these authentic cultural exports, the GTA aims to create a more grounded and compelling narrative for international audiences.

The selection of these two figures follows extensive consultations and sessions involving notable figures like Abla Dzifa Gomashie. This initiative represents a significant shift in strategy for the GTA, moving away from a reliance on expensive foreign marketing agencies in favor of a homegrown storytelling approach. Deputy CEO Gilbert Abeiku Aggrey emphasized that the influence and genuine commitment of Hamamat and Wiyaala are expected to significantly enhance the country’s marketing efforts while ensuring that the benefits of tourism reach local producers and artisans.

Looking ahead, the Ghana Tourism Authority is preparing to release official promotional videos featuring both personalities, specifically tailored to target major international markets. This rollout is expected to increase the visibility of Ghana’s cultural assets and stimulate interest in rural tourism and local craftsmanship. By integrating the sectors of entertainment, entrepreneurship, and tourism, the government hopes to build a sustainable brand for the nation that celebrates Ghanaian identity while driving economic growth through global representation.