Businesses Vie for New Markets at Legacy Expo

Businesses must actively seek new markets and develop lasting brands to thrive. That is the central message from the 2026 Legacy Expo. The event aims to make Ghanaian companies more competitive. It also seeks to drive economic growth across the region. This year's expo is currently underway at the UPSA Auditorium in Accra. The emphasis is on showcasing products and services. It also focuses on attracting customers and forming vital partnerships.

Rebecca Donkor, the organiser of The 2026 Legacy Expo, highlighted the expo's role. She stated that it has become more than just a trade show over its ten-year history. It acts as a significant driver for innovation and entrepreneurship. The expo encourages collaboration among businesses. For a decade, it has provided a crucial platform. This platform helps businesses display their offerings. It also aids in discovering new markets. Participants can attract more customers. They can also secure valuable partnerships. Building sustainable brands is a key outcome. Change makers use this event to learn and connect. They exchange ideas and inspire each other. The expo champions African brands. It promotes excellence and innovation. It also opens doors to global markets.

The beauty and cosmetics industry in Africa is a powerful economic force. It is also a significant cultural asset. This sector creates jobs. It drives trade and empowers individuals. This leads to broader economic transformation. Over 300 exhibitors are present at this year's expo. These businesses come from countries like South Korea, Dubai, Egypt, Turkey, Nigeria, and India. This international participation highlights the expo's growing influence. Rebecca Donkor noted the significance of this year's event. It marks the start of a new phase for the expo. A strategic alliance with Ace Group is expanding the expo's vision. This partnership aims to strengthen international ties. It will create new avenues for trade and investment. The goal is to position West Africa as a top business hub. This applies to beauty, cosmetics, wellness, and lifestyle sectors.

The partnership with Ace Group also brings a rebranded identity. The event is now known as Beauty, Cosmetics & Wellness West Africa. This name change reflects a deeper commitment. It signifies a renewed mission. The aim is to build a stronger, more connected global platform. The Legacy Expo looks beyond past achievements. It focuses on future opportunities. The Ministry of Trade, Agribusiness and Industry is supporting this initiative. This governmental backing underscores its importance. Such support can influence trade policies. It can also unlock further investment for Ghanaian businesses.

The implications for Ghana's economy are considerable. By fostering international connections, businesses can increase exports. This leads to foreign exchange earnings. It can also spur job creation within the country. The focus on sustainable brands encourages responsible business practices. This aligns with global consumer trends. Decision-makers within the Ministry of Trade will likely observe the expo's outcomes closely. They may use the insights gained to shape future trade policies. The expo's success could attract further foreign direct investment. This investment can fuel expansion for many Ghanaian companies. The growth of the beauty and wellness sector is a positive sign for local manufacturing. It also signals a vibrant consumer market.