Ghanaian culture, tourism, creative enterprise and business opportunities are set to receive an international boost as the Afro-Star Tourism & Arts Festival (ASTAF) takes place in the Netherlands from October 30 to November 1, 2026.
The three-day festival, being organised by Africom Pathway in Ghana and Sadiko Express BV in the Netherlands, is expected to bring together Ghanaian artists, musicians, designers, filmmakers, tourism operators, exporters, investors, diaspora organisations, cultural leaders and European stakeholders.
The organisers say ASTAF is designed to create a platform through which Ghanaian creators and businesses can access international audiences, buyers, investors, distributors and potential partners.
According to the organisers, the festival will present “the Ghana of today” a country deeply rooted in its history and cultural heritage, while embracing contemporary creativity, enterprise and international partnerships.
“Culture draws people in. Tourism gives them a reason to travel. Business and investment can turn the relationship into long-term value,” the organisers said in outlining the philosophy behind ASTAF.
The festival comes at a time when Ghana and the Netherlands continue to explore opportunities to deepen cultural, tourism and commercial relations.
Recent Ghana-Netherlands initiatives have similarly positioned cultural exchange and trade as avenues for strengthening economic partnerships.
Arts, Music and Fashion
ASTAF will feature an extensive programme covering visual arts, music, dance, fashion, film, storytelling, indigenous culture, food and a trade exhibition.
The visual-arts component will showcase paintings, sculpture, beadwork, textiles, photography and contemporary mixed-media works, providing artists with an opportunity to display and market their works to international audiences.
The organisers said artist talks and practical demonstrations would also address issues including provenance, ethical acquisition, export readiness and intellectual property.
The music and performance segment, dubbed Afro-Fuse, will bring together traditional Ghanaian forms and contemporary sounds, including Highlife, Afrobeat, folkloric music, percussion and dance.
There will also be demonstrations highlighting the making and use of traditional Ghanaian instruments such as drums, bells, flutes, xylophones and string instruments.
The organisers said the objective was not only to entertain audiences but also to create professional connections between Ghanaian performers and European venues, festivals, booking agents and potential collaborators.
Kente and Ghanaian Creative Identity
Another major attraction will be Fashion Fusion, which will place Kente and other indigenous Ghanaian textiles alongside contemporary fashion and design.
The festival will also screen Ghanaian films and documentaries and create opportunities for filmmakers to interact with festivals, broadcasters, distributors and potential co-production partners.
The organisers, however, noted that film participation would be subject to rights clearance and final programme approval.
Tourism and Investment
Tourism will form a major component of ASTAF, with Ghana being promoted as a destination for European visitors while Ghanaian tourism operators are connected with potential clients and institutional partners.
Food and hospitality experiences are also expected to feature, with Ghanaian dishes, ingredients and demonstrations forming part of the cultural programme, subject to venue, licensing and food-safety requirements.
The trade exhibition will further provide opportunities for approved Ghanaian products and services to be introduced to European buyers, distributors, diaspora consumers and investors.
The organisers said the broader objective was to move beyond cultural celebration towards practical commercial relationships.
“We want Ghanaian creators and businesses to use ASTAF not only to showcase what they do, but also to pursue buyers, commissions, bookings, representation and sustainable international partnerships,” the organisers said.
Prospective Institutional Collaboration
ASTAF is developing prospective collaboration with institutions that could strengthen tourism promotion, cultural programming and international opportunities.
These include the Ghana Tourism Authority, Ministry of Tourism, Culture and Creative Arts, Creative Arts Agency and National Theatre Ensemble.
The organisers stressed, however, that the participation of these institutions remains prospective and subject to formal confirmation.
“The inclusion of these institutions in our prospective collaboration does not imply endorsement or a confirmed commitment. We are engaging stakeholders with the aim of building meaningful partnerships around the festival,” the organisers said.
The initiative is also in line with the broader direction of using Ghana’s cultural and creative sectors to promote tourism, investment and economic opportunities.
The Ministry of Tourism, Culture and Creative Arts has similarly identified culture and creative industries as important drivers of tourism, employment, investment and national visibility.
Ghana-Netherlands Bridge
Africom Pathway will lead Ghana-side participation, including exhibitor and delegation preparation, partnership development, programme input and post-event engagement.
Sadiko Express BV, as the Netherlands-based organising and host partner, will oversee local coordination, logistics, European outreach, stakeholder engagement, supplier management and festival delivery.
The organisers believe the Netherlands provides a strategic setting for connecting Ghanaian creative talent and businesses with European audiences and markets.
ASTAF is therefore inviting individuals, businesses, institutions and organisations interested in attending, exhibiting, investing, sponsoring or establishing partnerships to register their interest.
“ASTAF is about building a bridge between Ghana and Europe through culture, tourism, creativity, trade and responsible investment. We want the relationships created at the festival to continue beyond the three days and translate into practical opportunities,” the organisers said.
Programme Highlights
Key activities planned for ASTAF 2026 include:
Ghanaian visual arts and craft marketplace
Afro-Fuse music, dance and indigenous instruments
Kente-centred fashion and contemporary design
Ghanaian film, documentary and storytelling
Trade exhibition and business networking
Tourism and investment engagement
Indigenous culture and heritage experiences
Ghanaian food and hospitality showcase
The organisers say ASTAF will ultimately seek to position Ghanaian culture and creativity not only as sources of cultural pride, but also as platforms for tourism development, enterprise, job creation and international investment.
For programme information and registration, prospective participants can visit the festival website at astaf.africompathway.com or contact the organisers via info@africompathway.com.
Story: Patrick Asford Boadu
