Is 'Detty December' the Wrong Label for Ghana's Celebrations?

Detty December, a term popularly associated with Ghana and Nigeria's end-of-year festivities, has recently come under scrutiny from Ghana's official for diaspora affairs, who expressed discomfort with its negative connotations. Kofi Okyere-Darko emphasised a desire to dissociate the term from Ghana, preferring the more official branding of "December in Ghana." This article explores the implications of the term, the economic impact of December festivities, and the evolving identity of the celebration.

Last updated: 17 October 2023 (BST)

What’s happening now

As December approaches, Ghana is poised for a vibrant influx of tourists, particularly from the African diaspora, eager to partake in the festive celebrations. However, the term "Detty December," which has gained popularity over the years, is now being questioned by officials due to its negative implications. Kofi Okyere-Darko's comments signal a shift in how Ghana wishes to position itself, focusing on a more positive and inclusive narrative that showcases cultural richness rather than just a party scene.

Key takeaways

Kofi Okyere-Darko, Ghana's diaspora affairs official, aims to rebrand "Detty December" to avoid negative connotations.
The festive season significantly boosts Ghana's economy, attracting over 125,000 international visitors last December.
Local complaints include price gouging and overcrowding during the peak celebratory period.

Timeline: how we got here

The evolution of December festivities in Ghana has been marked by key milestones:

2019: Launch of the "Year of Return" initiative aimed at encouraging the African diaspora to invest in Ghana.
2015: Nigerian artist Mr Eazi popularised the term "Detty December" with his Detty Rave festival in Accra.
2022: Over 125,000 international visitors flocked to Ghana in December, marking a significant increase in tourism.

What’s new vs what’s known

New today/this week

Kofi Okyere-Darko's recent comments reflect an official desire to rebrand December festivities, distancing Ghana from the term "Detty December." He advocates for the use of "December in Ghana," which he believes better represents the cultural richness and investment opportunities available during this time.

What was already established

December has been a peak season for tourism in Ghana, especially following the "Year of Return" campaign. The term "Detty December" has become synonymous with fun, parties, and concerts, attracting a vibrant crowd of both local and international visitors.

Impact for the UK

Consumers and households

The influx of tourists during December can lead to increased prices for goods and services, causing concerns for local residents who may experience price gouging. However, this surge also presents opportunities for local businesses to thrive and for consumers to engage with a diverse cultural exchange.

Businesses and jobs

Tourism-related sectors such as hospitality, entertainment, and retail are likely to benefit from the December festivities. The increased footfall can create temporary job opportunities, although the associated challenges, such as overcrowding and traffic congestion, could impact the overall experience for both visitors and locals.

Policy and regulation

Ghana's government continues to promote the country as a prime destination for the diaspora and international tourists. Upcoming initiatives may include further investment in infrastructure to accommodate the increased visitor numbers and enhance the overall experience.

Numbers that matter

125,000 international visitors in December 2022, a notable increase compared to previous months.
8 years since the term "Detty December" gained popularity, driven by cultural events like Mr Eazi's festival.
An estimated 30% increase in tourism-related revenue during the December festivities compared to other months.

Definitions and jargon buster

Detty: A West African Pidgin term meaning "dirty," often used to describe unrestricted fun and partying.
Year of Return: A government initiative launched in 2019 that encourages people of African descent to visit and invest in Ghana.
Diaspora: Individuals who have moved away from their home country, often referring to those of Ghanaian or African descent living abroad.

How to think about the next steps

Near term (0–4 weeks)

As the festive season approaches, expect a surge in events and activities aimed at attracting both local and international visitors. The government may ramp up promotional efforts for the "December in Ghana" initiative to enhance its appeal.

Medium term (1–6 months)

Following this December, there may be ongoing discussions regarding the rebranding of the festive season and its implications for tourism and local culture. Stakeholders could explore ways to balance the economic benefits with the concerns raised by locals.

Signals to watch

Visitor numbers and economic data post-December celebrations.
Public response to the rebranding efforts and how it affects tourism and local sentiment.
Government initiatives aimed at improving infrastructure and visitor experience for future festive seasons.

Practical guidance

Do

Engage with local businesses and support them during the festive season.
Participate in cultural showcases and events to gain a deeper insight into Ghanaian traditions.

Don’t

Avoid engaging in activities that contribute to overcrowding or disrupt local life.
Do not overlook the cultural significance of the festivities beyond the parties.

Checklist

Research events and activities scheduled for December in Ghana.
Plan accommodations early to avoid inflated prices.
Consider participating in investment seminars or cultural showcases.

Risks, caveats, and uncertainties

While the festive season presents significant opportunities for economic growth, there are risks associated with negative perceptions of overcrowding, price increases, and potential cultural dilution. The government's efforts to rebrand the festivities may not fully address local concerns, and ongoing monitoring of visitor impact and local sentiment will be essential.

Bottom line

The term "Detty December" has sparked a conversation about how Ghana positions itself during the festive season. As the country prepares for an influx of visitors, the rebranding to "December in Ghana" aims to highlight cultural richness and investment opportunities while addressing local concerns about the festive period. This evolving narrative could shape the future of tourism in the country.

FAQs

What is "Detty December"?

"Detty December" refers to the end-of-year celebrations in Ghana and Nigeria, characterised by parties, concerts, and festivities. However, it has come under scrutiny for its negative connotations.

Why is the term being rebranded?

Officials in Ghana, including Kofi Okyere-Darko, wish to dissociate the term from negative perceptions and promote a more positive narrative about the cultural and economic benefits of the festive season.

How does December impact Ghana's economy?

The festive season brings a significant influx of international visitors, boosting tourism-related revenues and providing opportunities for local businesses to thrive, despite some challenges like overcrowding.