iShowSpeed Live Stream: A win for Ghana Tourism

iShowSpeed, known in private life as Darren Jason Watkins Jr. is a 21-year-old American YouTube streamer known for unfiltered contents, games, and athleticism, among others.

Currently, he has over 50 million subscribers on YouTube, over 47 million subscribers on TikTok, 45 million on instagram and over eight million following on facebook and millions on other platforms like Snapchat, twitch as well as X

iShowspeed averages between 80 to 100 million views per post on TikTok, and largely his primary audience on these platforms are African Americans, europeans and  Africans among others.

In 2024, Ghana’s tourism sector generated $4.82 billion, contributing significantly to the country’s Gross Domestic Product (GDP) after receiving about 1.2 million inbound tourists.

Interestingly, out of this number, America, Nigeria and the UK were our top three countries where most of our visitors came from.

America was number one with 137,862, followed by Nigeria with 111,581 and the UK, with 52,845 people.

This means that in a world where influence is a currency and visibility is a power which can be turned into wealth generation, Ghana must maximise every digital marketing opportunity which has the tendency to help consolidate the gains in these countries.

Millions could be pumped into different advertising ventures, but it would have been difficult to generate the earned media and organic conversation which the country is receiving from all over the world as a result of the live stream.

This postive reviews the country is receiving since the stream can be turned into bookings, visits, investments, employment and others from short, medium, to long term.

It is therefore not surprising that the stream has led to the Shea Butter Museum being fully booked till March 16, 2026.

We should not also lose sight of the fact that tourism goes beyond visiting. It includes spending in markets, hotel accommodation, transportation (flight, vehicle, and other forms), tourist sites, destination marketers, food and other industries in the value chain. These industries hugely benefit from tourism as the mother of other sectors.

Clearly, the country could leverage global visibility through the iShowSpeed lens and platforms, along with millions of reviews from content creators worldwide, to build significant equity.

This could be turned into a soft power, to introduce our tourism assets, among others, to the rest of the world.

It must be noted that this visit is hinged on tourism marketing through digital media, which is crucial in today’s world of advertising for future growth.

By Edem Mensah-Tsotorme

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