Beyond tourism: What IShowSpeed’s visit reveals about modern nation branding

By: Jibril Salifu

Now that the noise, debate, and online commentary around IShowSpeed’s visit to Ghana have settled, I believe it is worth stepping back to examine what the moment really meant through the lens of nation branding. On January 26, 2026, American streamer IShowSpeed, born Darren Watkins Jr., arrived in Ghana as one of the final stops on his 28-day Speed Does Africa tour. He was welcomed at Kotoka International Airport and escorted through the city by a convoy of motorbikes.

Within hours, millions watching his livestream saw him experience Ghana up close. He tasted Ghanaian jollof rice, pulled off a daring backflip on top of the Independence Monument, and joined a boxing sparring session. He also enjoyed a traditional shea butter massage at the Hamamat Montia Shea Butter Museum so much that President Mahama joked about how overwhelmed he looked, saying, “The way he was enjoying it… I’m sure he’ll come back here.” Finally, Speed took part in a cultural ceremony in Akropong, where he was given the title “Barima Kofi Akuffo.” At one point, he said he felt “back home,” linking the moment to his ancestral ties to Ghana.

Watched live by audiences around the world, the visit quickly moved beyond viral entertainment. The following day, Ghana’s Foreign Minister, Samuel Okudzeto Ablakwa, publicly announced that Speed would be granted a Ghanaian passport, describing him as a “worthy ambassador” with “irrefutable ties” to the country.

For context, IShowSpeed is not your regular YouTuber. At 21 years old, he has a massive global following: 50.8 million on YouTube, 48 million on TikTok, and 46.5 million on Instagram. He has even interacted with political leaders, including the Prime Ministers of Estonia and Albania.

He has also met FIFA President Gianni Infantino, who appeared on his livestream in 2025 to unveil the Club World Cup trophy. Watching that, I couldn’t help but realize just how far his influence reaches. He shares the spotlight with major figures in global sport and entertainment in a way few creators could ever imagine.

As almost everything that happens in Ghana, the trip was not without controversy. It would have been a miracle if Speed’s visit went off without any. While many celebrated it, some questioned its value. Critics asked: why all the fuss over a YouTuber? What about immediate effects on GDP? Most of his audience is very young (often 13 or 14) and cannot yet travel, invest, or spend in Ghana. Even the fast approval of his passport drew criticism, with some calling it unnecessary or misaligned with national priorities.

I understand these concerns; they come from a desire to protect national dignity, ensure fairness, and focus on development priorities. But from my perspective, they also miss the bigger picture. Nation branding does not work through short-term money alone. Its value lies in long-term perception, recognition, and influence. Think of it like planting seeds: the benefits may not appear today, but over time, they grow. Speed’s visit put Ghana in the minds of millions worldwide. Many of those young viewers may not have spending power now, but in the future, they could come as tourists, investors, students, or business partners.

Did the visit deliver immediate benefits? In my view, it did. At the time of writing, his livestream on Ghana has already surpassed five million views and that’s not counting clips shared widely across Facebook, X, TikTok, and Instagram. Exposure to his 145 million followers across YouTube, TikTok, and Instagram is equivalent to millions in advertising spend, organic, authentic, and far more cost-effective than government campaigns. Every scene of him exploring the city, tasting local food, or visiting businesses became permanent digital publicity, creating online “real estate” that continues to drive discovery and positive associations.

Years from now, whenever someone searches for Ghana, his videos will pop up, making this an evergreen form of publicity for the country. Local businesses also felt the impact. For instance, Hamamat African Spa saw a surge in bookings and is now fully booked until mid-March 2026, gaining a level of visibility it had never imagined. The owner, former Miss Malaika Ghana 2006, Hamamat Montia, has been running the business for years, but it only took one visit from Speed to give her exposure that no traditional marketing campaign could match. This exposure would have cost millions to achieve. Even more remarkable, the traditional Dagbani call-and-response chant performed during the shea butter massage (“kuriya kuriya kur jen jen”) has gone viral on TikTok.

Originally a communal work chant, it is now heard worldwide, giving the spa and Ghanaian culture unprecedented visibility. This pattern is seen globally. Wherever Speed goes, small businesses proudly share their connection with him on social media, whether it’s “Oh, Speed ate here,” “Oh, IShowSpeed slept here,” or “Speed visited my shop.” This is not just bragging. These mentions drive real traffic and sales. For Ghana, they show how nation branding can reach the local level, creating tangible impact for communities and businesses.

Beyond these short-term effects, I see Speed’s visit as a strategic move in long-term nation branding. As a digital-age hero, he builds early emotional connections with Gen Z. Today’s young viewers can become tomorrow’s tourists, investors, entrepreneurs, or diaspora supporters. In global competition, nations fight for “Top of Mind Awareness” and inclusion in the mental shortlist for travel or investment. Speed’s visit places Ghana firmly in that set, much like how Nollywood and Hollywood shaped perceptions of the USA decades ago. These are seeds that grow slowly but last for years.

The conversation around IShowSpeed’s Ghanaian passport came up immediately after his visit and quickly became one of the most debated aspects of the trip. Many raised valid questions about legality, due process, and precedent.  But from my perspective, if we look through the lens of nation branding, the move tells a different story. In today’s competitive world, countries increasingly try to associate themselves early with influential global figures especially those who resonate with younger generations.

Seen this way, Ghana’s decision to grant Speed a passport was a smart first-mover strategy. By “claiming” him early, we positioned ourselves ahead of others that could have done the same. Timing matters in nation branding: being first builds emotional connection, loyalty, and narrative ownership.

This is not new. Around the world, nations court cultural icons, athletes, creatives, and digital influencers to boost soft power and visibility. This move by Foreign Minister Samuel Okudzeto Ablakwa complements broader diaspora engagement efforts like Beyond the Return, launched under former President Nana Addo Dankwa Akufo-Addo.

While Speed’s visit was largely personal, the Ghana Tourism Authority (GTA) and other stakeholders played a key role in making it a success. From visas and customs to security and logistics, their coordination ensured the trip aligned with national interests, protected Ghana’s image, and maximized its impact.

IShowSpeed’s visit showed the power of modern nation branding: blending cultural experiences, digital influence, and strategic support to reach millions worldwide at minimal cost. Local businesses benefited immediately.

Some critics may still call it hype. I understand that view. But nation branding works over the long term. Today’s young viewers, inspired by what they saw, may come years from now as tourists, investors, or diaspora supporters. By embracing creators like Speed and managing these opportunities wisely, Ghana is planting seeds for generations.

The writer is a Chartered Marketer and PhD candidate in Nation Branding.

 

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