WIN OR LOSS? AFRIMA Was Staged In Ghana To Boost Tourism – Minister Says

The All Africa Music Awards (AFRIMA), held for the first time in Ghana, was heralded with such diverse banter on whether it was prudent and economically viable for the country to host. Regardless of the incessant talk, the event, the first of what is supposed to be a 3-year hosting rights for the country is past and gone!

With a staggering amount of $4.5 to be paid by the Government of Ghana to the AFRIMA Organizing Committee for hosting rights and with over $700, 000 already spent on last weekend’s event – one of the most trending queries, was whether it was worth it or what benefit (s) Ghana could generate from the event.

The Minister of Tourism, Arts & Culture, Madam Catherine Afeku, who has been in the spotlight during all the activities of the event had answers to such inquisitions, as she always does.

“AFRIMA is a tourism project and it is the end result to push tourism,” she said brazenly on Hitz FM last week as paid critical attention.

She elaborated on how the event was worth the dollars spent on it;

“One of the strategies is to put Ghana on the map.”

She was also emboldened enough to make a comparison to Rwanda’s $30m deal to have its ‘Visit Rwanda’ signage on the jersey of English Premiership side, Arsenal, for a 3 seasons.

She  gleefully compared a 4-day event  to a deal that would see Rwanda’s logo at the stadium in close to 50 matches that would be played at the Emirates Stadium and the inestimable number of times people around the world would see Arsenal clad in Rwanda’s logo play in all competitions.

As part of the deal, Arsenal players would visit Rwanda to hold training camps, while the country’s logo will appear at the side of the pitch at the Emirates stadium and on the backdrops for post-match interviews.

The Rwanda Development Board, through their subsidiary, the Rwanda Convention Bureau, became the first official sleeve partner of Arsenal Football Club as part of the country’s drive to become a leading global tourist destination, using ‘Visit Rwanda’ messaging. The three-year deal will also see ‘Visit Rwanda’ become Arsenal’s official Tourism Partner. The ‘Visit Rwanda’ logo will feature on the left sleeve of all teams of Arsenal, both male and female.

While many have supported the move of Ghana to host  AFRIMA, critics have also questioned if indeed, whatever gains made in the 4-day event equals and justifies the expenditure; the Minister says, yes, it does!

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