The Ministry of Tourism, Arts and Culture has officially appointed entrepreneur and cultural preservationist Hamamat Montia as Ghana’s Global Shea Butter Ambassador, in a move aimed at promoting the country’s indigenous products on the international luxury and wellness markets. The appointment, which took place in Accra on February 10, 2026, forms part of government efforts to reposition shea butter as a key cultural and economic export. 
Founder of the Shea Butter Museum, Hamamat Montia has been widely recognised for her long-standing advocacy for the shea industry, particularly her work in preserving the cultural history of shea and empowering rural women in Northern Ghana, who play a central role in its production.
According to the Ghana Tourism Authority (GTA), her selection was influenced by her ability to combine traditional heritage with modern branding approaches. The Authority said the appointment is expected to support government plans to transform shea butter from a raw commodity into a high-value cultural product that promotes tourism and sustainable economic growth.
The appointment also marks the launch of a new national initiative known as the “Global Shea” programme, which is designed to tap into the growing experience-based tourism market. Under the programme, the Shea Butter Museum will be used as a hub for cultural education, hosting international visitors and delegations while showcasing more than 21 variants of shea and traditional extraction methods.
Another key component of the initiative is digital diplomacy, which will rely on Hamamat Montia’s online influence to engage younger international audiences. The Ministry cited the so-called “Speed Effect”, referring to a recent viral visit by American streamer IShowSpeed, which reportedly generated 20 million online searches for Ghanaian shea butter within a week.
The programme will also promote Northern Ghana’s cultural heritage through partnerships with creatives, including musician Wiyaala, who has been engaged to support the promotion of the region’s creative industries and textile heritage.
The Ministry said the broader strategy is intended to expand tourism beyond traditional sightseeing by introducing what it describes as product-based tourism, encouraging visitors to travel to the communities where their beauty and wellness products are produced.
With Hamamat Montia leading the campaign, the Ministry expressed confidence that Ghana would strengthen its position in the global sustainable beauty market. “This is about more than just skin care,” the Ministry stated. “It is about reclaiming our story, honoring our ancestors, and ensuring that the world knows that the finest shea butter on earth comes from Ghana.”