The Ghana Tourism Authority (GTA) is preparing to launch a bold cultural push by commissioning two prominent Northern Ghanaian figures Hamamat Montia and award-winning musician Wiyaala as global tourism ambassadors.
The development was revealed 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, the authority has traditionally been cautious about partnering with celebrity influencers due to cost considerations. However, he explained that the exceptional passion and commitment shown by Hamamat Montia and Wiyaala have made discussions far more flexible.
He noted that the collaboration will play a central role in Ghana’s international tourism marketing, with both ambassadors expected to feature prominently in global promotional videos aimed at positioning Ghana’s cultural heritage as a premium brand.
“Our sister Hamamat will be commissioned as a tourism ambassador for shea butter. Wiyaala is also coming on board,” Abeiku Santana revealed. “I’m not even supposed to disclose this, but the Honourable Minister, Dzifa Gomashie, has engaged these people.”
Hamamat Montia’s appointment is closely linked to her groundbreaking work in the shea butter industry. As the founder of the world’s first Shea Butter Museum, she has elevated a traditional village craft into a globally recognised luxury and cultural experience.
She has previously spoken about facing ridicule in the early days of the project, with some accusing her of being “insane” or engaging in “occultic” practices for choosing to live and work within a village setting. Today, however, the museum stands as a powerful symbol of cultural preservation and economic empowerment.
Interest in the museum surged dramatically after a viral visit by American livestreamer IShowSpeed in January 2026. Since then, bookings have soared, with the facility reportedly fully booked until April. As a tourism ambassador, Hamamat will champion the “Village to the World” narrative, highlighting the cosmetic and medicinal value of Ghana’s shea butter often referred to as the country’s “Green Gold”.
Wiyaala, affectionately known as the “Lioness of Africa,” will bring her global musical influence to the ambassadorial role. Her focus will be on promoting Northern Ghanaian identity through fashion and music, particularly the traditional Fugu (smock).
A long-time advocate of the “Wear Ghana” campaign, Wiyaala is known for designing her own stage costumes to reflect the strength, creativity and heritage of Sissala culture. Through her appointment, the GTA hopes to spotlight Ghana’s rich textile traditions on the global stage.
Together, the appointments signal a renewed strategy by the Ghana Tourism Authority to use authentic cultural storytelling and influential voices to deepen Ghana’s appeal to international audiences.
