Benin set to battle Ghana for African-American Tourism Dollar | By Dominick Andoh | The government of Benin has taken a bold step in the increasingly competitive West African tourism space by appointing legendary American film-maker Spike Lee and his wife, producer and author Tonya Lewis Lee, as ambassadors to African-Americans in the United States.
The move signals Benin’s growing ambition to attract people of African descent to reconnect with their heritage and to tap into the lucrative African-American tourism market, drawing inevitable comparisons with Ghana’s pioneering success.
Finalised during the couple’s visit to Benin’s capital, Cotonou, last week, the appointment was announced as part of a broader initiative to position Benin as a cultural destination of choice for Africans in the diaspora. The Lees will serve as “thematic ambassadors,” tasked with raising awareness of Benin’s cultural, spiritual, and historical links to the African diaspora, particularly in the U.S.
The government’s vision is rooted in historical reckoning. Benin’s coastline, once part of the infamous Slave Coast, was a major departure point during the transatlantic slave trade. Between 1580 and 1727, the Kingdom of Whydah exported over a million Africans to the Americas. In 2023, Benin passed a law offering nationality to descendants of enslaved Africans and recently launched a citizenship application portal. Tonya Lewis Lee is among those who applied and were approved.
While Benin’s efforts are commendable, they draw inevitable comparisons with Ghana’s pioneering success. Ghana’s 2019 “Year of Return” campaign ignited a global movement, inviting African-Americans to reconnect with the land of their ancestors.
The initiative attracted global headlines and high-profile visits from celebrities like Boris Kodjoe, Idris Elba, Meek Mill, Ja Rule, and Kendrick Lamar. More than just photo ops, these visits have spawned real investments, philanthropic projects, and a sustained interest in Ghana as the spiritual homeland of the African diaspora.
The momentum was sustained through Ghana’s “Beyond the Return” strategy, which institutionalised diaspora engagement across tourism, investment, and culture. Ghana’s edge has been its structured approach, leveraging government institutions, private partnerships, and consistent messaging to transform symbolic visits into repeat tourism and long-term relationships.
Benin’s naming of Spike Lee, a global icon known for storytelling centered on Black identity and justice, is a major signal of intent. The filmmaker’s roots trace to Cameroon and Sierra Leone, while Tonya Lewis Lee’s ancestry also links to West Africa.
Their cultural capital could draw new attention to Benin, especially among African-Americans seeking to retrace their roots.
West African nations are vying for the hearts, heritage and dollars of the African diaspora. While Ghana remains the standard-bearer, Benin’s new campaign marks the rise of serious competition. As heritage tourism continues to grow, so does the race to be seen as the continent’s cultural and spiritual gateway.
Who wins this “return” will depend not only on history and celebrity endorsements, but on infrastructure, ease of travel, investment incentives, and most importantly, the emotional resonance of homecoming.
Benin set to battle Ghana for African-American Tourism Dollar | AviationGhana | Send all enquiries and press releases to AviationGhana.info@gmail.com
