What To Expect
Events Schedule
CREATIVES CONNECT AFRIKA
Theme: Entertainment-led Tourism: Transforming Pan-African Creative Wealth into Global Economic Influence
30 NOVEMBER – 3 DECEMBER 2026 ALISA HOTEL, ACCRA, GHANA.
Theme: Entertainment-led Tourism: Transforming Pan-African Creative Wealth into Global Economic Influence
30 NOVEMBER – 3 DECEMBER 2026 ALISA HOTEL, ACCRA, GHANA.
30 NOVEMBER 2026
Pan-African Creative Industry Masterclasses
09:00 AM – 10:00 AM
Registration & Welcome
Registration and Accreditation
10:00 AM – 10:25 AM
Opening Session
Opening Session & Welcome Remarks
10:25 AM – 10:50 AM
Scene Setting
Balancing Artistry and Business:
Harnessing Entertainment-Based Tourism Initiatives to Promote Intra-African Travel, Tourism and Market Access Development.
This session will examine the entrepreneurial foundations necessary for transforming creative talent and experiential tourism concepts into viable, sustainable, and scalable businesses.
Harnessing Entertainment-Based Tourism Initiatives to Promote Intra-African Travel, Tourism and Market Access Development.
This session will examine the entrepreneurial foundations necessary for transforming creative talent and experiential tourism concepts into viable, sustainable, and scalable businesses.
10:50 AM – 12:00 PM
Session 1
Powering Digital Platforms and Fintech:
Leading the way in Creative and Talent Commercialisation through Technology, Digital Platforms & Payment Systems.
This session will examine how technology, digital platforms, fintech and payment systems can enable creative entrepreneurs to transact across African borders and build scalable businesses.
Leading the way in Creative and Talent Commercialisation through Technology, Digital Platforms & Payment Systems.
This session will examine how technology, digital platforms, fintech and payment systems can enable creative entrepreneurs to transact across African borders and build scalable businesses.
12:00 PM – 12:20 PM
Film Screening
Film Screening:
Animated Feature & Short Film Spotlight
Animated Feature & Short Film Spotlight
12:20 PM – 12:40 PM
Networking Activities
Networking Tea Break
12:40 PM – 13:10 PM
Scene Setting TedTalk
Powering a brighter Future:
Moving from ordinary Creative Assets Ownership to Commercialisation and Profitability.
The session will examine practical strategies to enhance intra-African market access and cross-border trade, thereby increasing the commercial value of creative assets in film, music, fashion, sports, esports, and tourism.
Moving from ordinary Creative Assets Ownership to Commercialisation and Profitability.
The session will examine practical strategies to enhance intra-African market access and cross-border trade, thereby increasing the commercial value of creative assets in film, music, fashion, sports, esports, and tourism.
13:10 PM – 14:10 PM
Digital Transformation
Digital Transformation and Distribution:
Advancing Creative Success in a Global Market.
This session examines how streaming networks, online marketplaces and payments, and social media platforms can be leveraged to bypass traditional gatekeepers and access global markets directly.
Advancing Creative Success in a Global Market.
This session examines how streaming networks, online marketplaces and payments, and social media platforms can be leveraged to bypass traditional gatekeepers and access global markets directly.
14:10 PM – 15:00 PM
Networking Activities
Networking Lunch
15:00 PM – 15:30 PM
Session 3
Fire Chat
The Convergence Opportunity:
Balancing the economic value of sports and the creative ecosystem for financial returns.
This session examines how the intersection of sports, esports, gaming, and the creative sector can create business and enterprise development opportunities for Africa’s youth.
The Convergence Opportunity:
Balancing the economic value of sports and the creative ecosystem for financial returns.
This session examines how the intersection of sports, esports, gaming, and the creative sector can create business and enterprise development opportunities for Africa’s youth.
15:30 PM – 16:00 PM
Power Talk
Power Talk on Mental Health
Sustaining Focus amid Inherent Industry Pressures:
Practical mindfulness techniques to navigate gig-economy uncertainty, aggressive client timelines, and sudden rejection.
Sustaining Focus amid Inherent Industry Pressures:
Practical mindfulness techniques to navigate gig-economy uncertainty, aggressive client timelines, and sudden rejection.
16:00 PM – 16:15 PM
Wrap-Up
Wrap-Up
16:15 PM – 18:00 PM
Networking Activities
Networking Session, Welcome Cocktail and Performance
1 DECEMBER 2026
High-Level Opening & Thought-Leadership Dialogues
08:00 AM – 09:00 AM
Registration & Welcome
Registration and Accreditation
Welcoming Tea / Coffee
Welcoming Tea / Coffee
09:00 AM – 09:45 AM
Official Opening Ceremony
Official Opening Ceremony
Introduction by AfCFTA Secretariat
Message by: Ghana Tourism Authority
Address by: European Union
Remarks by: Africa Tourism Partners
Remarks by: Black Star Experience
09:45 AM – 10:00 AM
Performance
Cultural Performance
10:15 AM – 10:25 AM
Keynote Address
Keynote Address
10:25 AM – 10:35 AM
Official Opening
Official Opening by Guest of Honour
10:35 AM – 12:45 PM
Ministerial Insights
Ministerial and Thought-Leadership Insights
Positioning Entertainment at the Heart of African Tourism:
The new reality of tourism, sports, creatives and cultural industries convergence.
This high-level dialogue explores how Tourism, Creative & Culture Industries serve as major drivers for destination competitiveness. The session will also examine integrated value chains between entertainment events and travel; this session discusses destination branding and event tourism. Panelists will share strategic frameworks to transform creative assets into sustainable tourism demand across AfCFTA member states.
Positioning Entertainment at the Heart of African Tourism:
The new reality of tourism, sports, creatives and cultural industries convergence.
This high-level dialogue explores how Tourism, Creative & Culture Industries serve as major drivers for destination competitiveness. The session will also examine integrated value chains between entertainment events and travel; this session discusses destination branding and event tourism. Panelists will share strategic frameworks to transform creative assets into sustainable tourism demand across AfCFTA member states.
12:45 PM – 13:00 PM
Photo Session
Official Photo Session
13:00 PM – 14:00 PM
Networking Activities
Networking Lunch
14:00 PM – 15:00 PM
Panel 1
Expanding Intra-African Market Access:
Exploring and Maximizing AfCFTA Opportunities in Sports, Esports, and Gaming.
This panel will explore how the AfCFTA can unlock opportunities for Africa’s sporting codes, e-sports and gaming ecosystem by expanding markets, enabling cross-border movement of talent and services, and strengthening investment, partnerships and commercial opportunities across the continent. Speakers will discuss practical ways to leverage the AfCFTA to build a more integrated, competitive and globally connected African sports and gaming industry.
Exploring and Maximizing AfCFTA Opportunities in Sports, Esports, and Gaming.
This panel will explore how the AfCFTA can unlock opportunities for Africa’s sporting codes, e-sports and gaming ecosystem by expanding markets, enabling cross-border movement of talent and services, and strengthening investment, partnerships and commercial opportunities across the continent. Speakers will discuss practical ways to leverage the AfCFTA to build a more integrated, competitive and globally connected African sports and gaming industry.
15:00 PM – 15:45 PM
Media Power Talk
Media Power Talk:
Insights from change-makers in traditional media, digital platforms, and influencer marketing on the commercialisation of creative work in a global, AI-driven marketplace.
Insights from change-makers in traditional media, digital platforms, and influencer marketing on the commercialisation of creative work in a global, AI-driven marketplace.
15:45 PM – 16:00 PM
Performance
Spoken Word
16:00 PM – 16:40 PM
Panel 2
Storytelling, Music & Brand Africa:
Leveraging Immersive Storytelling and Music Festivals for Tourism Demand Creation across Africa.
Focusing on global destination perception, this panel investigates how African storytelling through music, film and fashion can be leveraged to shape soft power and economic influence. Experts will analyze the impact of film commissions, digital content creators, and international media partnerships.
Leveraging Immersive Storytelling and Music Festivals for Tourism Demand Creation across Africa.
Focusing on global destination perception, this panel investigates how African storytelling through music, film and fashion can be leveraged to shape soft power and economic influence. Experts will analyze the impact of film commissions, digital content creators, and international media partnerships.
16:40 PM – 16:50 PM
Wrap-Up
Wrap-Up
16:50 PM – 18:00 PM
Performance
Musical Performance
Evening
Leisure
Evening at Leisure
2 DECEMBER 2026
06:00 AM – 07:00 AM
Morning Wellness Experience
Morning Wellness Experience:
Stillness & Mindfulness (Yoga and Pilates)
A morning session to promote mindful movement, relaxation and holistic wellbeing, while showcasing wellness as an emerging lifestyle and tourism experience.
Stillness & Mindfulness (Yoga and Pilates)
A morning session to promote mindful movement, relaxation and holistic wellbeing, while showcasing wellness as an emerging lifestyle and tourism experience.
08:30 AM – 09:00 AM
Registration & Welcome
Registration and Accreditation
09:00 AM – 09:15 AM
Reflection
Reflection on Day 1
09:15 AM – 10:15 AM
Panel 3
Entertainment-led tourism:
Shaping the future of African tourism destinations through forward-thinking partnerships with creatives and major production houses.
Shaping the future of African tourism destinations through forward-thinking partnerships with creatives and major production houses.
10:15 AM – 10:30 AM
Film Screening
Film Screening
10:30 AM – 11:00 AM
Networking Activities
Networking Tea Break
11:00 AM – 12:00 PM
Interactive Panel Discussion
From Creativity to Commerce:
Transforming creative talents – Film, Music, Fashion, Sports and ESports into financially viable creative businesses for the next generation.
This discussion will explore monetisation, market access, partnerships, branding and the opportunities available to creatives to grow and scale across African and global markets.
Transforming creative talents – Film, Music, Fashion, Sports and ESports into financially viable creative businesses for the next generation.
This discussion will explore monetisation, market access, partnerships, branding and the opportunities available to creatives to grow and scale across African and global markets.
12:00 PM – 12:20 PM
Performance
Musical Performance
12:20 PM – 13:20 PM
Panel 4
Unlocking Investment & Financing for Creative & Cultural Industries:
Supporting the Creative Infrastructure and de-risking Investments for Funders and Financiers.
This panel will explore practical ways to unlock investment and financing for Africa’s creative and cultural industries. Speakers will examine how development finance, commercial banks, investors and public-private partnerships can strengthen creative infrastructure, reduce investment risks, and create sustainable pathways for creative enterprises to access capital and scale.
Supporting the Creative Infrastructure and de-risking Investments for Funders and Financiers.
This panel will explore practical ways to unlock investment and financing for Africa’s creative and cultural industries. Speakers will examine how development finance, commercial banks, investors and public-private partnerships can strengthen creative infrastructure, reduce investment risks, and create sustainable pathways for creative enterprises to access capital and scale.
13:20 PM – 14:20 PM
Networking Activities
Networking Lunch & Product Showcase
14:20 PM – 15:00 PM
Panel 5
Creative Mobility & Cross-Border Trade:
Making Africa Work for Artists and Travel Trade by pioneering innovative intra-travel and trade-in-services facilitation anchored on AfCFTA Trade-In-Services Protocols.
Addressing visa facilitation, airline connectivity, carnet/customs schemes, and movement restrictions for performers, this panel seeks actionable solutions for cross-border touring creatives. Leaders will discuss mutual recognition of qualifications and seamless travel for creative equipment.
Making Africa Work for Artists and Travel Trade by pioneering innovative intra-travel and trade-in-services facilitation anchored on AfCFTA Trade-In-Services Protocols.
Addressing visa facilitation, airline connectivity, carnet/customs schemes, and movement restrictions for performers, this panel seeks actionable solutions for cross-border touring creatives. Leaders will discuss mutual recognition of qualifications and seamless travel for creative equipment.
15:00 PM – 15:20 PM
Performance
Performance
15:20 PM – 16:00 PM
Panel 6
Creative Cities & Destinations Placemaking:
Advancing Tourism Competitiveness in Africa through creatives, sports and e-sports placemaking.
Examining urban regeneration and creative hubs, this panel highlights how cities leverage cultural districts, live events, film, sports, e-sports and night economies to boost tourism competitiveness and job creation.
Advancing Tourism Competitiveness in Africa through creatives, sports and e-sports placemaking.
Examining urban regeneration and creative hubs, this panel highlights how cities leverage cultural districts, live events, film, sports, e-sports and night economies to boost tourism competitiveness and job creation.
16:00 PM – 16:10 PM
Wrap-Up
Wrap-Up
16:10 PM – 16:20 PM
Performance
Musical Performance
16:20 PM – 18:00 PM
Fashion Runway
Creatives Connect Afrika Fashion Runway & Textile Showcase
3 DECEMBER 2026
06:00 AM – 07:00 AM
Morning Wellness Experience
Morning Wellness Experience:
Stillness & Mindfulness (Yoga and Pilates)
A morning session to promote mindful movement, relaxation and holistic wellbeing, while showcasing wellness as an emerging lifestyle and tourism experience.
Stillness & Mindfulness (Yoga and Pilates)
A morning session to promote mindful movement, relaxation and holistic wellbeing, while showcasing wellness as an emerging lifestyle and tourism experience.
08:30 AM – 09:00 AM
Registration & Welcome
Registration and Accreditation
09:00 AM – 09:15 AM
Performance
Creative Performance
09:15 AM – 10:15 AM
Panel 7
Policy, Partnerships & the Road Ahead:
The state of preparedness in strengthening the Enabling Environment for thriving creative economies in Africa.
This panel outlines strategies to connect local creative hubs into integrated regional value chains spanning film post-production, fashion manufacturing, and digital distribution networks.
The state of preparedness in strengthening the Enabling Environment for thriving creative economies in Africa.
This panel outlines strategies to connect local creative hubs into integrated regional value chains spanning film post-production, fashion manufacturing, and digital distribution networks.
10:15 AM – 10:30 AM
Film Screening
Film Screening
10:30 AM – 11:30 AM
Panel 8
Maximising Fashion’s Impact:
Advancing Africa’s Fashion Industry as the Powerhouse and Catalyst for strengthening the Continent’s Creative Economy and Brand Equity.
This session will explore fashion as a powerful driver of Africa’s creative economy, with the potential to create jobs, expand markets, strengthen cultural identity and unlock global commercial opportunities.
Advancing Africa’s Fashion Industry as the Powerhouse and Catalyst for strengthening the Continent’s Creative Economy and Brand Equity.
This session will explore fashion as a powerful driver of Africa’s creative economy, with the potential to create jobs, expand markets, strengthen cultural identity and unlock global commercial opportunities.
11:30 AM – 11:45 AM
Performance
Performance
11:45 AM – 12:45 PM
Panel 9
Africa’s Evolving Media Landscape:
Bridging Traditional and New Media to Drive Growth in the Creative Economy.
Bridging Traditional and New Media to Drive Growth in the Creative Economy.
12:45 PM – 13:00 PM
Closing Session
Key Recommendations & Call to Action
Official closing remarks by AfCFTA Secretariat and host government representative
Closing Remarks and Vote of Thanks
Official closing remarks by AfCFTA Secretariat and host government representative
Closing Remarks and Vote of Thanks
13:00 PM – 14:00 PM
Networking Activities
Networking Lunch
18:00 PM – 21:00 PM
Closing Cocktail
Closing Cocktail and Musical Showcase
