Beyond the concert: What BHIM Festival London reveals about Ghana’s cultural diplomacy and soft power

But it does provide a useful illustration of what is possible when a Ghanaian cultural property travels successfully: music crosses borders, cultural symbols acquire new audiences, diaspora communities reconnect, production expertise travels, international partnerships develop and attention turns towards Ghana.

The strategic question is how that attention is connected to tourism, diaspora engagement, investment, creative-industry development and Ghana’s broader international reputation.

The more important question is whether we can build the institutions, industries and relationships necessary to convert that cultural reach into enduring attraction, economic opportunity and international influence.