Story by: Louisa Kukua Barnes

With Rio recording about 1 billion pounds from carnivals, Berlin recording 40 million, and India amassing a whopping 1.5 billion, representatives of the World Carnival Commission have highlighted the economic potential of Ghana’s carnival value chain.

Speaking on the Max morning show, Mr Pax Nindi, CEO of the World Carnival Commission, pointed out the potential of Ghana’s carnivals, calling it a gold mine that can be tapped into when measures are put in place.

Mr Henry Lewis Antoine, president of the World Carnival Commission, emphasised the importance of strengthening the national carnival value chain to boost tourism, create jobs and promote cultural heritage, describing carnival as a “vehicle for tourism” and a “multimillion dollar business” capable of generating a large revenue.

He also explained the recreational and cultural value of carnivals and characterised it as a “multicultural vibe” which encourages diversity.

Although inspiration for a carnival may be derived from carnivals in other countries and cultures, Ms Jemma Jordan, executive director of communications for the World Carnival Commission, suggested to Ghanaians the need to curate a carnival experience with their own culture and experiences as its core, highlighting the need for a cultural identity.

She further stated that Ghana’s carnival should provide an opportunity for creative displays of craft and transmission of culture to the young.

Mr Antoine stressed the role the media has to play in creating awareness and attracting sponsorships and collaborations. Ms Jordan emphasised the necessity of partnerships and collaborations between the media, organisations and businesses that can be beneficial to all and the nation at large.