Hamamat, Wiyaala land tourism ambassadorial roles

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.

The revelation was made on Showbiz A-Z on Saturday, February 7, by the Deputy CEO of the GTA, Gilbert Abeiku Aggrey (Santana), who confirmed that the Minister for Tourism, Culture, and Creative Arts, Abla Dzifa Gomashie, has already initiated high-level engagements with both personalities.

Speaking on the strategic move, Abeiku Santana noted that while GTA had been cautious about the costs associated with celebrity influencers, the “commitment and passion” of these two stars have made negotiations flexible.

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.

For the ‘Lioness of Africa’, Wiyaala, the ambassadorial role will leverage her global musical reach and her unwavering promotion of Northern Ghanaian textiles, specifically the Fugu (Smock).

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.

Credit: myjoyonline.com

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