The Ghana Tourism Authority (GTA) is preparing to officially commission northern cultural icons Hamamat Montia and award-winning musician Wiyaala as global tourism ambassadors, as part of a renewed push to project Ghana’s heritage onto the international stage.
The announcement was made on Showbiz A-Z on Saturday, February 7, by the Deputy Chief Executive Officer of the GTA, Gilbert Abeiku Aggrey, popularly known as Abeiku Santana. He disclosed that the Minister for Tourism, Culture and Creative Arts, Abla Dzifa Gomashie, has already begun high-level engagements with both personalities.
According to Abeiku Santana, although the authority has traditionally been cautious about the high costs associated with celebrity influencers, the passion and commitment shown by Hamamat Montia and Wiyaala have made discussions more flexible. He noted that the partnership will play a central role in Ghana’s international tourism marketing, particularly through flagship promotional videos.
“Our sister Hamamat will be commissioned as a tourism ambassador for shea butter. Wiyaala is also coming on. I’m not even supposed to disclose this, but because you asked, I have let it out. The Honourable Minister, Dzifa Gomashie, has engaged these people,” he revealed.
Hamamat Montia’s role will be closely linked to her work in the shea butter industry. Widely known as the ‘Queen of Shea’, she is the founder of the world’s first Shea Butter Museum, which has elevated a traditional village craft into a globally recognised luxury and cultural experience. Despite facing early criticism for embracing village life, her initiative has grown into a major cultural preservation hub.
Interest in the museum surged significantly after a visit by American livestreamer IShowSpeed in January 2026, with bookings now filled until April. As a tourism ambassador, Hamamat is expected to promote the “Village to the World” narrative, highlighting the cosmetic and medicinal value of Ghana’s shea butter, often referred to as ‘Green Gold’.
Wiyaala’s ambassadorial role will focus on cultural fashion and music. Known as the ‘Lioness of Africa’ and the ‘Sissala Goddess’ of Afro-rock, she has consistently championed northern Ghanaian textiles, particularly the Fugu (smock), on global stages. A strong supporter of the ‘Wear Ghana’ campaign, Wiyaala frequently designs her own costumes to reflect Sissala heritage.
Her tourism impact is expected to span the promotion of Fugu on international platforms, the development of cultural infrastructure through her arts centre in Funsi in the Upper West Region, and the use of music as a form of cultural diplomacy by blending traditional West African sounds with contemporary Afro-rock.
The decision to engage Hamamat Montia and Wiyaala aligns with Minister Dzifa Gomashie’s broader ‘Accra Reset’ agenda for the creative arts, which prioritises cultural diplomacy and authentic storytelling. By working with passionate local ambassadors, the ministry aims to reduce dependence on costly foreign marketing agencies.
Abeiku Santana acknowledged that working with high-profile figures often comes with challenges related to cost and availability but said the shared vision for Ghana’s tourism has eased negotiations.
Official tourism videos featuring Hamamat Montia and Wiyaala are expected to be launched soon, with a focus on key markets in the United Kingdom, the United States and across the African diaspora.
